Greenwashing in marketing : understanding consumer perception

Abstract

This thesis examined greenwashing in marketing and how consumers recognize misleading environmental claims. The purpose was to study how sustainability communication is perceived by consumers, how greenwashing influences brand trust and which factors help distinguish genuine claims from exaggeration. The topic is relevant because transparency in corporate sustainability communication is increasingly important for consumer confidence and brand reputation. The study was done using a survey that was distributed to an international sample. Responses were analyzed in relation to the theoretical framework “Seven Sins of Greenwashing” model. Findings showed that consumers often identify obvious misleading claims, while subtle messages such as irrelevant environmental attributes can be confusing. Authentic, transparent and verifiable communication was found to strengthen brand trust. Overall, the results suggest that both critical consumer evaluation and responsible corporate communication are essential to ensure that marketing supports genuine sustainability rather than misleading messaging.