Beyond the Green Label: Trust, Transparency, and Consumer Behaviour

Le résumé fourni par la source

Sustainability has become an important expectation among consumers, increasing the significance of green marketing and environmentally responsible business practices. However, the growing prevalence of greenwashing, misleading environmental claims, and vague eco-labels has created green brand confusion and weakened consumer trust. This study examines the relationship between greenwashing, transparency, brand trust, and consumer purchase behaviour. The study adopts a descriptive and conceptual research design using a mixed-method approach comprising literature review, survey evidence, and case illustrations. Primary data were collected from 100 urban consumers familiar with sustainability issues through a structured questionnaire. The findings indicate that consumers demonstrate increasing awareness of sustainability and prefer authentic, transparent, and independently certified environmental claims. A substantial proportion of respondents expressed skepticism toward unsupported environmental claims, while many showed willingness to pay a premium for genuinely sustainable products. The study concludes that transparency, authenticity, credible certification, and honest communication are essential for strengthening green brand trust, consumer loyalty, and purchase intentions. Greenwashing, in contrast, damages credibility and weakens long-term consumer relationships. The study highlights the need for businesses and policymakers to promote reliable sustainability communication and stronger measures against misleading green claims.

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