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

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 aged 18–35 years using a structured questionnaire, and analyzed through descriptive statistics, correlation, and regression techniques.The findings reveal that while sustainability claims positively influence consumer decision-making, perceived greenwashing significantly undermines trust, leading to negative consumer perception and deterioration of brand image. Consumers exhibit higher skepticism toward brands that lack transparency, which ultimately affects their purchase intentions. Conversely, authentic and verifiable sustainability practices enhance brand credibility, strengthen consumer trust, and improve long-term brand equity. The study further highlights that increasing consumer awareness regarding environmental issues has made individuals more critical of marketing claims, thereby amplifying the consequences of deceptive practices. These insights emphasize the necessity for organizations to adopt transparent, ethical, and evidence-based sustainability communication strategies. Overall, the research contributes to understanding the complex relationship between greenwashing, consumer perception, and brand image, and underscores the importance of authenticity in fostering sustainable consumer- brand relationships.

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