From greenwashing to green marketing – an approach to change consumer behaviour towards environmental issues in emerging countries

This study proposes greenwashing as a paradigm for altering consumer attitudes toward environmental challenges in emerging countries. This technique uses greenwashing as a planned obsolescence strategy to shift consumer attitudes toward environmental issues and eventually transition to a true green marketing approach. Despite the adverse perceptions connected with greenwashing, the study contends that it can play an important role in raising awareness about environmental concerns and promoting more responsible behaviour. It is important to be aware that greenwashing should not be considered to be a long-term solution. Government intervention is required to regulate and enforce acceptable practices in order to accomplish real change. The primary goal of this study is to provide a clear understanding of greenwashing’s function in influencing consumer views.