A Study on Awareness of Greenwashing Among the Generational Differences in Bengaluru

Abstract

In today’s world, everyone is seeking organic or sustainable products for their daily life. We are all concerned about leading a healthy life, so we look for green, sustainable products. However, the manufacturing of these products often involves misleading claims, also known as “greenwashing.” Greenwashing refers to misleading claims that create the illusion of environmental friendliness, but the reality is quite different. This is a serious issue, and it can be difficult to identify greenwashing claims as misleading. Factors that influence trust in a company’s green claims include the company’s reputation, product certifications, third-party audits, ingredients/materials used, and influencer endorsements. The rising tide of sustainability concerns brought with it a cloudy crosscurrent: Greenwashing. In the hectic metropolis of Bengaluru, India, this research takes center stage, pointing to understanding how different generations perceive and navigate false marketing tactics. In this paper, we approached different age groups and collected their perspective on the greenwashing concept, the factors influencing consumer buying behavior, corporate responsibility, and the evolving scenery of environmental consciousness. By understanding the heterogeneous dimensions of greenwashing, we desire to pave the way for informed argumentation and actions that promote actual sustainability in this vibrant metropolis.