Greenwashing vs. Green Trust: A Review Study of Consumer Perceptions and Responses to Sustainability Claims in Marketing

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Consumer confusion increases when greenwashing is detected, undermining trust and brand attitudes.
Findings show that perceived greenwashing raises perceived risk, negatively impacting purchase intentions.
The review analyzes key studies from 2013 to 2025 regarding greenwash effects on consumer behavior.
Strategies like transparent communication and apology campaigns can help rebuild trust post-greenwashing.

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This review examines how greenwashing affects consumer trust and purchase intentions, highlighting implications for marketing strategies.

Priyanka Srivastava (2025) studied this question.

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