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Effects of Greenwashing Practices on Consumer Behavior

Deepa Verma

Abstract
Environment friendly, or green advertising increasingly gained popularity, and businesses are continually looking for the most effective strategies to spread their green message to consumers. Consumers have raised their expectations and begun to take environmental concerns more seriously. Because human demands are limitless and limited resources are available, it is crucial for companies to make effective, waste-free use of resources in order to meet organizational goals. Greenadvertising is, therefore, indispensable. Evidence spread all over the world attests that people care much about their surroundings and the way they adapt to behavior. The primary aim of this research work is an assessment of how green-washing practices impact behavior of consumers. The investigation was conducted among 345 samples. The statistics has been complied through questionnaires and, therefore, SPSS-based analysis and AMOS. Customers are assumed for being aware of greenwashing strategies employed by businesses, which include employing terminology like "herbal", "organic", and "natural", yet when it relates to their behavior, they frequently don't develop educated decisions and become duped. Consumers who are predisposed to purchase the goods find green persuasive logos,
photos, wordings, and package appealing.
Keywords: Greenwashing, Consumer Behavior, Perceived Benefits, Perceived Risk, Subjective Forces.