The world belongs to all of us: Consumer mind in sustainable marketing

This research delves into the realm of green marketing, a phenomenon that has surfaced alongsidethe escalating demand for sustainable and eco-friendly products amid growing apprehensionsregarding environmental issues. Despite numerous companies responding to the surging interest ingreen marketing by showcasing their products as environmentally responsible, this trend has givenrise to consumer scepticism, culminating in the emergence of the deceptive practice known asgreenwashing- fabricating misleading environmental assertions. The primary objective of this study isto scrutinize the interplay between greenwashing, green brand image, and consumer cynicism, whileconcurrently evaluating their impacts on consumer behavior. Through a survey encompassing 622respondents, the association between greenwashing, green brand image, and consumer cynicism ismeticulously examined. The results unequivocally indicate that greenwashing exerts a positivelysignificant influence on consumer cynicism, whereas green brand image manifests a negativelysignificant impact on the same. These findings underscore the paramount importance of companiesadopting transparent and realistic approaches in their environmental claims to uphold consumertrust and foster a culture of sustainable consumption. The study, by shedding light on these intricaterelationships, aims to contribute valuable insights to the discourse on green marketing strategies andtheir repercussions on consumer attitudes and actions.