A Study On Consumer Awareness About Clean Beauty Greenwashing

Abstract

In the current business scenario, environmental issues play an important role in Business. Most of the country’s governments are concerned about the environmental problems.in today's business, sustainable development has become a key issue. Thus, Greenwashing is one of the strategies a firm can adopt to achieve this. Greenwashing is the process of conveying a false impression or misleading information about how a company’s products are environmentally sound. Greenwashing is an attempt to capitalize on the growing demand for environmentally sound products. The present paper tries to analyze the awareness of greenwashing and clean beauty greenwashing and analyze the influence of brand claims on the purchase of the product.