author(s)
Navjot Kaur Gill, Harneet Kaur and Parampal Singh

abstract
Brands are using sustainability promises to draw in morally motivated customers in a market that is becoming more digital and environmentally sensitive. However, a serious threat to brand authenticity and trust is the emergence of greenwashing, which is the practice of deceiving customers about a company's environmental policies. This study investigates how greenwashing affects customer perception. Green Illusions in the Digital Marketplace: How Greenwashing Affects Brand Trust in the Context of Social Commerce (S-commerce) Platforms, where influencer involvement, user-generated content, and reviews enhance brand-customer interactions. This study examines how customers react to sustainability promises in online social purchasing contexts by synthesizing data from industry reports, case studies, and contemporary academic literature using secondary research. Although customers are becoming more conscious of greenwashing practices, the informal and peer-influenced character of S-commerce sometimes makes it difficult to distinguish between true sustainability and dishonest advertising, according to the report. In order to preserve customer confidence and guarantee genuine sustainability communication in the dynamic world of social commerce, the study emphasizes the necessity of more transparency, regulatory monitoring, and digital literacy.