1 publication

• Published Subscription 16 Jul 2026

  Role of Greenwashing in Shaping Consumer Perception and Brand Image in Sustainable Marketing

  By Pooja Pathak, Manpreet Kaur, Ranjeet Singh, Vikrant Singh Dogra

  Abstract: In the contemporary marketing landscape, sustainability has emerged as a critical determinant of consumer choice and brand positioning. Organizations increasingly adopt eco-friendly practices to appeal to environmentally conscious consumers; however, the rise of misleading environmental claims, commonly termed greenwashing, has raised significant concerns. This study investigates the role of greenwashing in shaping consumer perception and brand image within the domain of sustainable marketing. Primary data were collected from 100 respondents …

  Published in NOLEGEIN Journal of Global Marketing · Vol. 9, Issue 2, 2026 Read article →