IJSSER

Title: Greenwashing Unveiled: The Truth Behind Eco-Labels in India
Authors: Kavya Reddy Devireddy
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Kavya Reddy Devireddy KC High International School
MLA 8 Devireddy, Kavya Reddy. "Greenwashing Unveiled: The Truth Behind Eco-Labels in India." Int. j. of Social Science and Economic Research, vol. 9, no. 10, Oct. 2024, pp. 4708-4716, doi.org/10.46609/IJSSER.2024.v09i10.042. Accessed Oct. 2024. APA 6 Devireddy, K. (2024, October). Greenwashing Unveiled: The Truth Behind Eco-Labels in India. Int. j. of Social Science and Economic Research, 9(10), 4708-4716. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i10.042 Chicago Devireddy, Kavya Reddy. "Greenwashing Unveiled: The Truth Behind Eco-Labels in India." Int. j. of Social Science and Economic Research 9, no. 10 (October 2024), 4708-4716. Accessed October, 2024. https://doi.org/10.46609/IJSSER.2024.v09i10.042.
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ABSTRACT: Greenwashing, the practice of making misleading or exaggerated environmental and sustainability claims, has become a significant challenge in India’s rapidly growing market for sustainable goods. As consumer demand for eco-friendly products increases, greenwashing complicates purchasing decisions, erodes consumer trust, and hampers genuine progress towards sustainability. Hence, this paper delves into the complexities of greenwashing in the Indian consumer market, where companies frequently exploit green rhetoric without implementing real changes in their operations. Through detailed case studies, this research highlights how misleading claims distort consumer perceptions and undermine broader environmental efforts. In addition, the paper explores the role of eco-labels, certifications, and trademarks as critical safeguards against greenwashing. When properly regulated and enforced, these mechanisms can offer verifiable assurances of a company’s environmental practices and promote transparency. However, their success depends on the development of a comprehensive framework that includes rigorous oversight and consumer awareness. By uncovering the nuances of greenwashing, this paper ultimately aims to deepen the understanding of the practice in India and contribute to more effective sustainability initiatives.

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