Greenwashing and the Use of Environmental Appeals in Modern Advertising

Abstract

Environmental concerns have been growing among people in recent times. People have started to realise that they have ignored the environment for a long time. Concern for ecological well-being is on the rise, and companies have made it a tool for marketing. Every product has suddenly started claiming itself to be eco-friendly, green, and herbal. Even completely synthetic products have begun advertising themselves as natural, organic, and green. It has become a cause for concern as the admired concept of green marketing has turned into greenwashing. Greenwashing is a marketing practice where a company or organisation is made to appear environmental friendly or more ecological, whereas, in reality, its activities are harmful to the environment. The present study is conducted to understand the excessive use of environmental appeal to sell products and its impact on promoting greenwashing in advertisements. The study results reveal some essential determinants of greenwashing practices adopted by companies.

Keywords: Advertising, Consumer Marketing, Green Marketing

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