Authors : Dr. Anita Jacob

Volume/Issue : Volume 11 - 2026, Issue 6 - June

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Google Scholar : https://tinyurl.com/yc8zzxr9

Scribd : https://tinyurl.com/mps87hvt

DOI : https://doi.org/10.38124/ijisrt/26jun176

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Abstract : In this era of heightened stakeholder awareness of environmental issues, organizations are taking extreme measures to earn the trust of environmentally conscious customers. Organizations are engaging in unethical practices that contradict their beliefs and practices. We see this especially in the Retail Banking Sector as banks yield to exaggerated or misleading portrayals of their environmental initiatives. Retail Banks are facing significant distrust and skepticism from customers regarding their green practices. This paper explores the impact of greenwashing practices in the banking sector. It also aims to investigate the importance of transparency and accountability for banks in regaining public trust amid consumer skepticism about green marketing practices.

Keywords : Digital Façade, Eco-Skepticism.

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