TITLE: Green Claims or Green Deception?
AUTHOR: PADMINI PARAG MADHAV, 85.
1. Greenwashing & Purchase Intention
(Hazarika, Khandai and Kohli, 2025)
Greenwashing has become increasingly visible in India’s retail sector, where brands frequently use terms such as “eco-friendly” and “sustainable” without strong evidence. Hazarika, Khandai and Kohli (2025) explain that when consumers suspect that environmental claims are exaggerated or false, their trust in the brand declines significantly. Trust is not just an emotional response; it directly influences purchase intention. Once consumers begin to doubt a company’s honesty, they hesitate to spend money on its products, even if they genuinely care about sustainability. An important insight from the study is that brands with a well-established green reputation suffer less damage. If consumers already perceive a company as genuinely responsible, occasional doubts may not completely erode trust. However, in competitive markets where sustainability is used as a promotional tool, misleading claims can create confusion and distrust across the entire category. The findings of Green Marketing Dynamics also suggest that greenwashing does not only harm individual firms but may slow down the overall growth of sustainable consumption in India. When buyers cannot differentiate between authentic and deceptive brands, they may avoid green products altogether. Therefore, transparency, verified eco-labels, and consistent communication are essential to maintain credibility in the Indian green market.
2. Skepticism in Packaged Food Marketing
(Khattri and Tomar, 2024)
The packaged food sector in India heavily relies on environmental positioning, using words like “natural,” “organic,” and “chemical-free.” Khattri and Tomar (2024) studied how such claims influence consumer perception and found that greenwashing weakens green brand associations rather than strengthening them. When consumers feel that a company is overstating its environmental efforts, they struggle to view it as responsible or trustworthy. A particularly interesting finding is the moderating role of environmental concern. Consumers who deeply care about sustainability are more sensitive to misleading claims. While they are the primary target audience for green products, they are also more critical and less forgiving. Repeated exposure to doubtful messages increases skepticism, creating a barrier to brand loyalty. This creates a paradox in India’s growing sustainable food market. Brands attempt to attract environmentally conscious consumers, but exaggerated claims may push them away instead. The study highlights the importance of credible certifications and clear communication. Without proof, green claims risk being perceived as marketing tactics rather than genuine commitments. Overall, the research reinforces that sustainability marketing must be evidence-based. In the absence of authenticity, even strong promotional campaigns cannot build long-term trust.
3. Psychology of Green Skepticism
(Selvi, Kumar and Padmashri, 2025)
Greenwashing does not just influence buying decisions; it gradually shapes consumer psychology. Selvi, Kumar and Padmashri (2025) found that repeated exposure to misleading environmental claims leads consumers to develop habitual skepticism. Over time, this skepticism becomes a mental filter through which all sustainability messages are judged. Consumers begin to feel a sense of risk—both environmental and financial. They question whether green products truly benefit the planet or simply cost more without delivering value. This psychological shift is significant because it affects even brands that genuinely follow sustainable practices. Once skepticism becomes generalized, rebuilding trust becomes far more difficult. The study highlights that environmentally conscious consumers in urban India are particularly alert to inconsistencies. As doubt grows, purchase intention declines, and trust becomes fragile. This indicates that the impact of greenwashing extends beyond short-term brand damage; it reshapes overall market perception. For Indian marketers, the implication is clear: trust is cumulative but fragile. Transparent reporting, third-party certifications, and honest communication are necessary not only to attract buyers but to counteract the psychological damage caused by widespread greenwashing.
4. From Greenwashing to Authenticity
Nag and Shailesh (2025) take a broader perspective by reviewing multiple studies and Indian brand examples to understand how greenwashing affects long-term trust. Their analysis suggests that Indian consumers have become increasingly cautious due to repeated exposure to vague and exaggerated environmental messages. The study emphasizes that large corporations face higher reputational risks because their actions are more visible. When sustainability promises do not align with actual practices, consumers feel deceived. However, the authors also provide a constructive path forward. Authenticity can be restored through traceability systems, third-party certifications, transparent sourcing practices, and genuine community involvement. Rather than treating sustainability as a promotional theme, brands must integrate it into their core business strategy. Consistency between words and actions is essential. The research suggests that sustainable marketing in India is shifting from image-building to accountability-driven communication. This shift reflects a maturing market where consumers expect proof rather than promises. For brands, authenticity is no longer optional—it is necessary for survival in a skeptical environment.
5. Challenges in Green Advertising
Raj and Sharma (2024) examine how Indian brands design green advertisements and why these campaigns often create doubt instead of trust. Many companies use broad terms like “eco-friendly” without detailed explanation or verification. Weak regulatory enforcement in India allows such vague messaging to continue. The study explains that urban consumers, who actively seek sustainability information, are more likely to question unclear claims. Rural consumers may have limited access to verification tools, making them more vulnerable to misleading advertisements. Over time, repeated exposure to ambiguous green messaging reduces overall confidence in environmental advertising. This research highlights a systemic issue rather than isolated brand failures. Without clear standards and strong regulatory oversight, companies can promote sustainability with minimal accountability. As skepticism rises, even genuinely responsible brands struggle to differentiate themselves. The study concludes that credible third-party verification and transparent disclosure are necessary to rebuild trust. Green advertising must move beyond emotional appeal and provide measurable evidence. In India’s evolving market, authenticity supported by proof is the only way to maintain long-term credibility.
6. Conceptual Perspective: Structural Roots of Greenwashing in India
(Greenwashing in India, 2025)
While many studies focus on consumer reactions, Greenwashing in India: Unmasking False Environmental Claims (2025) highlights the structural issues that allow greenwashing to flourish. The report argues that misleading environmental claims in India are not isolated marketing mistakes but symptoms of weak regulatory enforcement and voluntary certification systems. Many eco-labels lack strict verification mechanisms, making it easier for companies to make broad sustainability claims without facing serious consequences. Consumer surveys cited in the report indicate that a large number of Indian buyers have encountered doubtful green claims. This repeated exposure has created a noticeable trust gap. Interestingly, consumers still express strong concern for environmental issues, but they struggle to identify which brands genuinely deserve support. This confusion leads to hesitation in purchasing green products. The report suggests that without standardized labelling systems and stricter advertising guidelines, skepticism will continue to grow. When consumers cannot verify claims easily, they may start dismissing all environmental messaging, including authentic efforts. From a research perspective, this source adds macro-level context. It shows that greenwashing in India is not only a brand-level issue but also a policy and governance challenge. Strengthening regulatory oversight is therefore essential for restoring consumer confidence.
7. Role of Green Marketing Strategies in Building Trust in India
Kumar et al. (2024) examine how green marketing strategies influence brand image and consumer trust in India. Unlike studies that focus only on deception, this research explores how transparency and positive environmental communication can build credibility. Their findings suggest that a strong green brand image significantly enhances consumer trust, which in turn positively affects purchase intention. One key insight is that transparency amplifies the effectiveness of green marketing. When brands clearly communicate their environmental initiatives and provide verifiable evidence, consumers respond positively. However, vague or exaggerated claims quickly reduce credibility. This highlights that avoiding greenwashing is not merely an ethical decision but also a strategic one. The study reflects a broader shift in Indian consumer behaviour. Buyers increasingly expect brands to demonstrate measurable sustainability efforts rather than rely on emotional appeals. Trust emerges as a central mediator between green image and buying behaviour. In a market where skepticism is rising, brands that invest in authentic sustainability practices and honest communication gain a competitive advantage. The research ultimately suggests that long-term loyalty in India’s sustainable market depends on consistent actions supported by transparent messaging.
8. Greenwashing in the Indian FMCG Sector
(Sharma and Jha, 2023)
In India’s fast-moving consumer goods (FMCG) sector, sustainability has become a major differentiating factor. Sharma and Jha (2023) investigated how perceived greenwashing affects brand credibility and consumer resistance. Their study of 412 urban consumers reveals that when buyers suspect misleading environmental claims, their perception of brand credibility declines significantly. Importantly, the damage is gradual rather than immediate. A single exaggerated claim may not destroy trust, but repeated inconsistencies slowly erode confidence. Over time, skepticism may lead to active resistance, including switching brands or spreading negative word-of-mouth. The study also notes generational differences. Millennials and Gen Z consumers, who are more environmentally aware and digitally informed, are particularly sensitive to inflated sustainability messaging. This makes greenwashing especially risky in urban Indian markets. In highly competitive FMCG categories, credibility is a valuable asset. Once damaged, it is difficult to rebuild. The findings emphasize that sustainability should not be treated as a short-term marketing tactic. Instead, brands must align communication with genuine operational practices to protect long-term brand equity.
9. Environmental Awareness and Detection of Greenwashing in Urban India
Mishra and Singh (2022) explore how environmental awareness influences consumers’ ability to detect greenwashing in urban India. Their study of 350 respondents from Tier-1 cities shows that individuals with higher environmental knowledge are better at identifying exaggerated or misleading green claims. However, the research uncovers a double-edged effect. As awareness increases, general skepticism also rises. Consumers do not just question doubtful brands; they begin to question most sustainability communications. This creates challenges even for genuinely responsible companies. The authors describe India as gradually evolving into a “skeptical sustainability market,” where eco-labels and green slogans are no longer accepted at face value. Familiarity with credible certifications helps reduce unnecessary doubt, suggesting that standardized labelling systems are crucial. This study highlights an important dynamic: informed consumers push brands toward accountability, but excessive skepticism may slow sustainable product adoption if reliable verification systems are lacking. Therefore, regulatory bodies and brands must work together to ensure clarity and authenticity in environmental communication.
10. Digital Greenwashing and Social Media Backlash in India
(Verma and Kapoor, 2024)
With sustainability conversations shifting online, greenwashing has become more visible and riskier. Verma and Kapoor (2024) analyze how misleading environmental claims on platforms like Instagram and Twitter influence consumer reactions in India. Their mixed-method study shows that digitally active consumers quickly detect inconsistencies between online promotions and real-world practices. When discrepancies are identified, backlash can spread rapidly through comments, reposts, and hashtag campaigns. Negative electronic word-of-mouth amplifies reputational damage, sometimes beyond traditional advertising channels. Younger consumers, particularly those aged 18–30, are the most active in calling out questionable claims. However, the study also finds that transparency and prompt communication can reduce damage. Brands that provide evidence and openly address concerns are more likely to retain trust. This research demonstrates that digital media has increased accountability in India’s sustainable marketing landscape. Greenwashing is no longer a quiet reputational risk—it can escalate into a public crisis within hours. Therefore, authenticity and consistency are essential in both offline and online communication strategies.
CONCLUSION:
After reviewing these ten studies, I understand that greenwashing is not just a marketing problem but a growing trust crisis in India’s sustainable market. Indian consumers today are more environmentally aware than before. They genuinely want to support brands that are responsible and ethical. However, repeated exposure to exaggerated, vague, or misleading green claims has made them cautious and skeptical. Across the literature, one clear pattern emerges: when consumers perceive greenwashing, brand trust declines. This decline in trust reduces purchase intention, weakens brand credibility, and in some cases leads to consumer resistance such as negative word-of-mouth or brand switching. What I also understood is that skepticism does not develop overnight. It builds gradually through repeated exposure to doubtful claims. Over time, this skepticism becomes generalized, affecting even genuinely sustainable brands. Another important insight is that awareness acts as a double-edged sword. More informed consumers are better at detecting misleading claims, but they are also more critical of all environmental messaging. The rise of digital platforms has intensified this situation, as social media enables consumers to publicly question and challenge brands. Overall, the studies suggest that the real issue in India is not a lack of interest in sustainability, but a lack of trust. For brands to succeed in the long term, sustainability must move beyond promotional language and become an authentic, transparent, and verifiable part of their core strategy.
REFERENCES:
Greenwashing in India: Unmasking False Environmental Claims (2025) Towards Sustainability. Available at: sustainability17.com
Hazarika, U.S., Khandai, S. and Kohli, H.S. (2025) ‘Green marketing dynamics: Analysing greenwashing, brand trust, and consumer purchase intentions’, Indian Journal of Marketing, 55(12), pp. 9–25.
Khattri, V. and Tomar, V.S. (2024) ‘Does greenwashing build green brand associations? Evidence from the Indian packaged food market’, Indian Journal of Marketing, 54(2).
Kumar, A., Mallick, S.S., Hota, S.L., Vasudevan, A. and Şimşek, S.A. (2024) ‘Green marketing strategies: Enhancing brand image and consumer trust in sustainable development’, Prabandhan: Indian Journal of Management, 17(12).
Mishra, P. and Singh, A. (2022) ‘Environmental awareness and greenwashing detection among urban Indian consumers’, Vision: The Journal of Business Perspective, 26(4), pp. 412–426.
Nag, N. and Shailesh, A. (2025) ‘From greenwashing to authenticity: Consumer skepticism and brand trust in India’s sustainable marketing campaigns’, International Journal of Research in Marketing Management and Sales, 7(2), pp. 398–406.
Raj, R. and Sharma, J. (2024) ‘A review of green advertising practices: Insights from Indian brands’, ShodhKosh: Journal of Visual and Performing Arts, 5.
Selvi, U.K., Kumar, V.P. and Padmashri, N. (2025) ‘Effect of greenwashing and consumer perception towards skepticism’, Telematique Journal.
Sharma, R. and Jha, M. (2023) ‘Perceived greenwashing and its impact on brand credibility and consumer resistance in Indian FMCG sector’, Journal of Indian Business Research, 15(3), pp. 289–305.
Verma, S. and Kapoor, D. (2024) ‘Digital greenwashing and social media backlash: Evidence from Indian consumers’, International Journal of Consumer Studies, 48(2), pp. 233–247.