Green Washing: A Deceptive Marketing Practice and its Implications

P. Aparna () and K. Siva Murugan
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P. Aparna: St. Claret College, Research Centre in Commerce
K. Siva Murugan: St. Claret College, Research Centre in Commerce

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 122-132 from Springer

Abstract: Abstract Greenwashing is becoming a prevalent issue in the present era. It is a deceptive marketing technique of conveying misleading or fake representation to the public to believe that the product/service or the company is environment friendly than actually it is. Green washing is a practice of appealing the consumers by misleading advertisements and employing branding strategies to showcase themselves as environmental responsible and sustainable when, in actual, their actions and products may not support these claims. Now the consumers are more environmentally responsible and are sustainability conscious. Companies are taking advantage of this consumer behaviour and practising greenwashing to falsely convince such consumers. The consequence of greenwashing can be averse to environment as well as consumers. In the context of various cases of greenwashing practices reported recently, this research paper explores the phenomenon of greenwashing, its prevalence in various industries and the implications of greenwashing.

Keywords: Green Washing; Environment; Stakeholders and Marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_12

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