Authors :
Dr. Sachin K Parappagoudar; Dr. Sana Saima; Ananya Chettri; Akansha Jain; Aksahy Anuashok; Aman Shah
Volume/Issue :
Volume 8 - 2023, Issue 3 - March
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/3nUkyia
DOI :
https://doi.org/10.5281/zenodo.7809253
Abstract :
Sustainability has been a growing trend in
the past few years due to awareness about
environmental issues taking place. As a result of which
companies are going for green production of goods. In
contrary to the green claims made by these companies
there is a lack of transparency in the methods that they
have adopted as a step to attain sustainability. In fact
some companies use exaggeration and lies to claim
sustainable production of goods as a marketing effort to
attract customers who care about sustainability. This
increases uncertainty and perceived risk in customers.
Consumers lose trust in business that are actually into
ethically producing their products. It also tarnishes the
brand image of the company involved in greenwashing.
Altogether consumers loose trust in the concept of
sustainability.
Keywords :
Greenwashing, sustainability, environment, fast fashion, consumer buying behavior, brand image, perceived risk.
Sustainability has been a growing trend in
the past few years due to awareness about
environmental issues taking place. As a result of which
companies are going for green production of goods. In
contrary to the green claims made by these companies
there is a lack of transparency in the methods that they
have adopted as a step to attain sustainability. In fact
some companies use exaggeration and lies to claim
sustainable production of goods as a marketing effort to
attract customers who care about sustainability. This
increases uncertainty and perceived risk in customers.
Consumers lose trust in business that are actually into
ethically producing their products. It also tarnishes the
brand image of the company involved in greenwashing.
Altogether consumers loose trust in the concept of
sustainability.
Keywords :
Greenwashing, sustainability, environment, fast fashion, consumer buying behavior, brand image, perceived risk.
