Greenwashing Awareness: A Study on its Role in Shaping Eco-Conscious Consumer Decisions

With the growing demand for green marketing in the recent times, the scope for greenwashing has also predominantly risen which is explained by the deliberate exaggeration or misrepresentation of environmental claims to attract eco-conscious consumers. As consumers increasingly seek eco-friendly options, their ability to recognize and respond to such misleading practices has become a critical area of study. The study aims to explore the role of greenwashing awareness in shaping eco-conscious consumer decisions, with particular emphasis on its influence on attitudes toward sustainable products and purchasing discernment. The study includes a quantitative analysis of data collected by surveying eco-conscious consumers on their awareness levels and the consequent purchase decisions. Constructs such as greenwashing awareness, consumer attitudes, and eco-conscious purchase behaviour will be measured using validated Likert-scale instruments and techniques like regression analysis and correlation are to be employed. By focusing on awareness as a key driver of eco-conscious behaviour, the research is expected to contribute valuable insights into how consumers navigate sustainability claims and how businesses and policymakers can foster trust through transparent communication. The findings of this study will provide theoretical contributions to the literature on consumer behaviour and practical implications for marketers, advocacy groups, and regulators aiming to promote authentic sustainable practices.