Green Washing and Consumer Trust Practices of Selected Eco-Friendly Products: A Proposed Sustainability Action Plan

Author(s)	Shaira Mae Dalistan Estrada
Country	Philippines
Abstract	The rising demand for sustainable products has led to increased greenwashing, where companies make deceptive environmental claims, undermining consumer trust. This study examines greenwashing's impact on trust in Makati City's food and beverage industry. Using a quantitative approach, it found that misleading labels, environmental imagery, and hidden trade-offs harm trust, with misleading labels being the most damaging. Consumers value transparency and authenticity, but greenwashing does not enhance perceptions of company ability, benevolence, or integrity. To rebuild trust, companies should provide clear, evidence-based claims, use third-party certifications, and educate consumers on identifying greenwashing.
Keywords	Greenwashing, Consumer Trust, Food and Beverage Industry, Eco-Friendly Products, Sustainability Action Plan
Field	Business Administration
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-11-29
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.31948
Short DOI	https://doi.org/g8sg5p

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