Understanding the Line Between Greenwashing and Green Marketing

Abstract

In recent years, concern about environmental issues has grown, and awareness around sustainability has increased. As consumers become more conscious of the environmental impact of their choices, there is also a growing interest in the truthfulness of sustainability-related marketing. Many have begun to question environmental claims in advertising and are more alert to signs that may suggest greenwashing.

This thesis explores what greenwashing is and the different forms it can take. It also examines the concept of green marketing and explains how it differs from greenwashing in both purpose and practice. In addition, the study investigates consumer behavior by looking at how individuals interpret environmental claims and how their values and knowledge influence purchasing decisions. The topic is especially relevant today, as demand for sustainable products increases and companies are expected to be more transparent a nd responsible in their communication.