|dc.description.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.||en