Consumer Perception of Greenwashing in Sustainable Marketing Campaigns
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Background of the study
Greenwashing, the practice of misleading consumers regarding the environmental benefits of a product or company, has become a major concern in sustainable marketing campaigns. As sustainability becomes a key purchase driver, companies may exaggerate or fabricate their eco-friendly credentials to attract environmentally conscious consumers (Chin, 2023). However, when consumers detect discrepancies between a company’s claims and its actual practices, trust is eroded, and skepticism increases. Research has shown that greenwashing not only damages brand reputation but also hinders genuine sustainability efforts by creating a climate of distrust among consumers (Adeniyi, 2024). This study examines consumer perception of greenwashing in sustainable marketing campaigns by analyzing consumer surveys, case studies, and social media sentiment. The objective is to determine how greenwashing influences consumer trust and purchase behavior, and to identify best practices for authentic sustainable marketing that align with consumer expectations (Okeke, 2025).
Statement of the problem
Greenwashing in sustainable marketing campaigns poses significant challenges by misleading consumers and eroding trust. When companies overstate their environmental commitments, consumer skepticism rises, resulting in negative impacts on brand reputation and purchasing decisions. Despite growing awareness of greenwashing, there is limited research on its effect on consumer perceptions of sustainability. This study seeks to address this gap by investigating how greenwashing influences consumer trust and behavior, providing insights to help brands develop more authentic sustainable marketing practices (Chukwu, 2023).
Objectives of the Study
To assess consumer perception of greenwashing in sustainable marketing.
To evaluate its impact on brand trust and purchase behavior.
To recommend best practices for authentic sustainable marketing.
Research questions
How do consumers perceive greenwashing in sustainable marketing campaigns?
What is the impact of greenwashing on consumer trust?
Which practices can help mitigate greenwashing and improve authenticity?
Significance of the Study
This study is significant as it explores the impact of greenwashing on consumer perceptions and trust, providing valuable insights for brands committed to genuine sustainability. The findings will aid marketers in developing transparent and credible sustainability campaigns that enhance brand reputation and consumer loyalty (Afolabi, 2024).
Scope and Limitations of the Study
The study is limited to examining consumer perceptions of greenwashing within sustainable marketing campaigns in selected markets. It does not cover all industries or global contexts.
Definitions of Terms
Greenwashing: Misleading claims about a product's environmental benefits.
Sustainable Marketing: Promotional strategies that emphasize environmental and social responsibility.
Consumer Trust: The confidence consumers have in the authenticity of a brand’s sustainability claims.
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