The Untold Stories of Green Marketing: Combating Greenwashing and Promoting Genuine Sustainability

Aragon, Dioso and Melliza
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Aragon: Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus
Dioso: Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus
Melliza: Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 11, 3568-3579

Abstract: This research aims to analyse the processes of green marketing, that is the simultaneous occurrence of genuine sustainable marketing and the phenomenon of ‘greenwashing’ in consumer markets. Since the awareness of environmental issues increases, green marketing is becoming more popular in its strategies. Nevertheless, greenwashing or a situation in which companies make misleading statements to give a positive image of the environmental friendliness they are not, hinders consumer confidence, and undermines the genuine ESG approaches. Furthermore, the study highlights the role of managing transparency and the process of authenticating the communication message with the intention of increasing consumers’ confidence in their purchase decisions. Finally, it offers a practical course of action for firms and institutions combating the dangers of greenwashing and fostering the development of more rigorous sustainable practices in the market.

Date: 2024
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