Faking 'green credentials' can hamper brand value; discourage sustainable shopping: IIM study

EXAGGERATING or faking "green credentials” can lead to a drop in brand value by damaging trust of consumers and discourage sustainable shopping, a study by Indian Institute of Management (IIM), Lucknow has found.

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The research explored 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.