Authors: Dr. Manish Singh
Abstract: In today’s world, consumers are increasingly conscious of their environmental impact. They seek out brands that not only offer quality products or services but also demonstrate a genuine commitment to Sustainability. This heightened awareness has created an opportunity for businesses to connect with their audience on a deeper, values-driven level. Brand Trust, the bedrock of any successful long-term relationship between a company and its customers, is heavily influenced by this perception of environmental responsibility. Greenwashing, at its core, is the deceptive marketing practice where a company portrays itself as more environmentally friendly than it truly is. This can manifest in various forms, from misleading advertising campaigns that exaggerate a product’s green attributes to subtle yet pervasive public relations efforts designed to create a false image of corporate environmentalism. Essentially, it’s a disconnect between a brand’s proclaimed environmental values and its actual practices. The impact of greenwashing on brand trust is direct and damaging. When consumers discover that a brand’s environmental claims are exaggerated or outright false, it erodes the very foundation of their relationship. Trust, once broken, is notoriously difficult to rebuild.
