Year: 2025
Type: article
Study design: Observational Study
Abstract: Consumers have opted for products advertised as sustainable or eco-friendly due to ever-increasing attention to environmental responsibility. However, with greenwashing- when brands make untrue or exaggerated environmental claims- consumers lost trust to buy. Thus, creating purchase decisions filled with skepticism and confusion. This study investigates how eco-friendly versus greenwashed marketing claims influences consumer trust and looks into what factors affect trust as well as how perceptions effect authenticity concerning behaviour exhibited by consumers. A quantitative research design was used with a structured questionnaire targeting 400 respondents in Pune city. The collected data were analysed by means of regression and ANOVA techniques using SPSS software.
Author: Prajakta Yawalkar
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4409274651