GREEN WASHING A STUDY ABOUT THE EFFECTS OF GREEN WASHING ADVERTISEMENTS

Abstract

We are living in an ever changing world where the demand for sustainability is of utmost priority. Both consumers and suppliers are aiming towards environment friendly transaction of goods and services and the demand for eco friendly goods are ever on the rise. Many big MNCs’ including domestic ones like TATA, Mahindra etc have taken this charge and have triggered forward a green revolution within the Indian Product market. The advertisements involved with green washed ads must have an effect on the consumers perception regarding the marketer, however due to limited resources and non-transparent data records, it often becomes a tough task to decipher the legitimacy of the green washed ads. In this report we take a glimpse of the existing phenomenon of green washed ads and its effect and also the various diversities of marketers within the greenwashed ad segment with the blatant truth to their claims.