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ARTICLE · 11 DECEMBER 2023

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Greenwashing: An Overview

S.S. Rana & Co.
S.S. Rana & Co.
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Greenwashing can be characterized as a strategy of selective disclosure by an organization about its environmental practices, product or service in order to obtain a positive brand attitude and increase consumer purchase intention.

IndiaEnvironment

Greenwashing

Greenwashing can be characterized as a strategy of selective disclosure by an organization about its environmental practices, product or service in order to obtain a positive brand attitude and increase consumer purchase intention. In fact a study by the Advertising Standards Council of India (ASCI) reported that 79% of green claims made by organizations were exaggerated or misleading, 71% of Indian consumers reported incidents of Greenwashing out of which 60% reported being concerned as per the findings of a YouGov market research study. Additionally, a staggering 29% of consumers reported trusting organizations' environmental claims1.

Types of greenwashing:

Hidden trade-off:

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