Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)

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Green Washing: A Deceptive Marketing Practice and its Implications

Authors
P. Aparna1, *, K. Siva Murugan1, *
1Research Centre in Commerce, St. Claret College, Bangalore, India
*Corresponding author. Email: aparnavaisakh20@gmail.com
*Corresponding author.
Corresponding Authors
P. Aparna, K. Siva Murugan
Available Online 20 February 2024.
DOI
10.2991/978-94-6463-374-0_12How to use a DOI?
Keywords
Green Washing; Environment; Stakeholders and Marketing
Abstract

Greenwashing is becoming a prevalent issue in the present era. It is a deceptive marketing technique of conveying misleading or fake representation to the public to believe that the product/service or the company is environment friendly than actually it is. Green washing is a practice of appealing the consumers by misleading advertisements and employing branding strategies to showcase themselves as environmental responsible and sustainable when, in actual, their actions and products may not support these claims. Now the consumers are more environmentally responsible and are sustainability conscious. Companies are taking advantage of this consumer behaviour and practising greenwashing to falsely convince such consumers. The consequence of greenwashing can be averse to environment as well as consumers. In the context of various cases of greenwashing practices reported recently, this research paper explores the phenomenon of greenwashing, its prevalence in various industries and the implications of greenwashing.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2024
ISBN
10.2991/978-94-6463-374-0_12
ISSN
2352-5428
DOI
10.2991/978-94-6463-374-0_12How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - P. Aparna
AU  - K. Siva Murugan
PY  - 2024
DA  - 2024/02/20
TI  - Green Washing: A Deceptive Marketing Practice and its Implications
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 122
EP  - 132
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_12
DO  - 10.2991/978-94-6463-374-0_12
ID  - Aparna2024
ER  -