Understanding Women’s Interpretation of Digital Sustainability Claims: An Empirical Study on Greenwashing in the Skincare Industry
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Understanding Women’s Interpretation of Digital Sustainability Claims: An Empirical Study on Greenwashing in the Skincare Industry
Ms. Suraksha Narang1 & Ms. Astha Garg2
Research Scholars
Department of Family and Community Resource Management
Faculty of Family and Community Sciences
The Maharaja Sayajirao University of Baroda
Vadodara, Gujarat, India
surakshanarang9@gmail.com, garg.astha1022@gmail.com
ABSTRACT
The rise of sustainability-driven marketing in the global skincare industry has been accompanied by an increase in greenwashing, making it difficult for consumers, especially women, to distinguish authentic eco-friendly claims from misleading representations. The present study critically examines women’s awareness of greenwashing, their digital information-seeking behaviours, and their ability to evaluate sustainability claims in skincare products. Using a descriptive research design, data were collected from 125 digitally active women aged 18–36 years in Vadodara, Gujarat, through a structured questionnaire pre-tested for clarity and relevance. The findings reveal substantial gaps in the understanding of greenwashing, with 72 per cent of respondents unable to correctly define the term and a majority relying on visual cues such as colour, packaging style, and labelling to judge sustainability. Results also show that misleading sustainability messages are common, with 64 per cent of respondents reporting prior experiences of feeling misled. A t-test indicated a significant difference in authenticity ratings between high- and low-awareness groups (p < .001), while correlation analysis showed a moderate negative relationship (r = –0.34) between online information-seeking behaviour and susceptibility to greenwashing. The study highlights the critical role of digital literacy, credible eco-certification understanding, and transparent marketing communication in reducing consumer vulnerability to greenwashed skincare claims. Recommendations emphasize improving sustainability communication standards, strengthening consumer education, and fostering responsible digital marketing practices.
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