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

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.