author(s)
Neha Nag and Arpit Shailesh

abstract

Purpose: This study examines how greenwashing (misleading or exaggerated environmental claims) influences consumer skepticism and brand trust in India’s rapidly evolving sustainable marketing landscape.

Methodology: Using a Systematic Literature Review (SLR) of 32 peer?reviewed studies, industry reports and three in?depth case studies (Hindustan Unilever, Akshayakalpa Organic and Fabindia), this research integrates insights from the Green Trust Model, Attribution Theory and Skepticism toward Advertising Scale to develop a Conceptual Framework.

Findings: The review revealed that the percentage of Indian customers who expose themselves to misleading green claims is 71, as opposed to 29 who believe in corporate sustainability communications. Greenwashing leads to customer distrust, reputational loss and government action and is clearly seen in the case of sustainability problems faced by Hindustan Unilever. On the contrary, genuine sustainability, based on traceability, third party certification and involvement of communities, enhances trust as is the case of Akshayakalpa Organic and Fabindia.

Practical Implications: Brands need to move on to authentic sustainability incorporations. Durability of consumer trust can be established by implementing life-cycle assessments, blockchain-enabled tracing and eco-literacy campaigns.

Originality/Value: The article presents a comprehensive model of explaining one of the psychological and behavioral factors behind consumer trust in the sustainable marketing of an emerging-market context, which gives clear implications to advice brands on how to progress beyond greenwashing towards meaningful sustainability.