India, May 27 -- The insights are valuable for businesses, regulators, and eco-conscious consumers alike, paving the way for more authentic green branding

LUCKNOW : Research conducted by Indian Institute of Management Lucknow Faculty explores how deceptive green marketing, also knows as greenwashing, can create a negative impact on the consumer trust, brand perception, and buying behaviour.

Conducted in collaboration with researchers from the University of Hail, Saudi Arabia, University of Turin, Italy, Princess Nourah bint Abdulrahman University, Saudi Arabia, and Institute of Management Studies Ghaziabad, India, the research has been published in the prestigious journal Business Strategy and the Environment.

Greenwashing has become a...