Sustainable promises & perils: investigating green marketing & combating greenwashing

Abstract

As environmental concerns continue to escalate globally, businesses are increasingly adopting green marketing strategies to meet consumer demand for sustainable products and practices. Our capstone project highlights the benefits of green marketing initiatives and how they influence consumer behaviour. For a better understanding of the people and the industry about the Green-Marketing we have done a mix of things like literature review, Case studies of different companies, Consumer surveys and interviewed companies and people for our better understanding of Green Marketing. At the end of the project, we have tried to find the key factors which drive their green product purchase decision and how these methods can help to save the environment. After the research we found out that people remain cautious about green marketing claims and prioritize the product authenticity as companies in the market are doing Greenwashing in the name of green marketing. The project ends with the finding from the responses and interviews about how businesses seek to enhance their product line in the field of green marketing and build trust with eco-conscious consumers. By shedding light on the dynamics of green marketing in today's marketplace, this project contributes to the growing body of knowledge on sustainable marketing practices and offers practical insights for businesses navigating the evolving landscape of environmental responsibility.