Abstract

As environmental concerns continue to rise, consumers are increasingly seeking out eco-friendly products and companies. However, amidst this trend, there is a growing phenomenon known as greenwashing, wherein companies deceptively portray their products or practices as environmentally friendly to capitalize on this demand. This research aims to explore consumer awareness of greenwashing practices and its impact on purchasing behaviour. The study employs a mixed-method approach, combining quantitative analysis using independent t-tests and ANOVA (Analysis of Variance) to examine the relationship between consumer awareness of greenwashing and demographic variables such as age, income, and education level. Additionally, qualitative data through surveys and interviews are collected to provide deeper insights into consumer perceptions and behaviours regarding greenwashing. The findings of this research provide valuable insights into the prevalence of greenwashing and its effect on consumer decision-making. Understanding consumer awareness of greenwashing can aid policymakers, marketers, and consumers themselves in making informed choices and combatting deceptive environmental claims in the marketplace.

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