Greenwashing: Unmasking the Hype and Finding the Truth

The escalating practice of greenwashing, where companies use deceptive marketing to promote an environmentally friendly image, significantly erodes consumer trust and undermines the credibility of the sustainable market. While much of the existing research has focused on defining and classifying greenwashing from an organizational standpoint, a significant lacuna in current scholarship is the absence of a practical, evidence-based framework that equips consumers to discern and respond to mislead