AN INVESTIGATION OF GREEN MARKETING AND GREENWAHSING FROM A CONUSMER’S PERSPECTIVE. A QUALITATIVE STUDY

Abstract

Environmental issues have become progressively important in recent years, resulting in consumers to consider their environmental contribution. Organisations have realised that it is essential to implement sustainable business strategies to attract customers, this is known as green marketing. However, with the growth of green marketing, the use of organisations using dishonest tactics to look greener than they are have increased, this is called greenwashing. Consequently, this has made it harder for consumer to make sustainable choices and has let to confusion in consumers’ minds about which organisations are genuine in their green claims.

This research was aimed to understand consumers’ perspective on greenwashing and explore their feelings, thoughts and beliefs about the subject. The study was conducted by a qualitative approach using semi-structured interviews. It appeared that consumers have different views on green products. Younger consumers seemed less likely to consider sustainable aspects when purchasing products compared to older consumers. Consumers do not have enough information and knowledge to recognise all greenwashing claims. Nevertheless, although consumers recognise greenwashing attempts, this does not necessarily impact them negatively in the purchase stage.