CORPORATE SUSTAINABILITY: THE ROLE OF CONSUMER SKEPTICISM, TRANSPARENCY, AND MARKETING IN GREENWASHING PRACTICES

Greenwashing, the deceptive communication of environmental sustainability by companies, undermines corporate responsibility and erodes consumer trust.Recent studies reveal its impact on consumer behaviors, regulatory interventions, and financial performance.Automated methods highlight economic ramifications.Exploring factors influencing ESG greenwashing underscores the interplay of governance and financial considerations.Investigations into legislative requirements connect deceptive practices to the regulatory environment, emphasizing the need for transparent and authentic sustainability practices.This paper examines the relationship between greenwashing elements (skepticism, doubts, transparency concerns, and marketing-related issues) and corporate sustainability.Utilizing a quantitative approach with 194 participants, the study emphasizes authentic practices, recommending enhanced communication, simplified eco-labeling, and aligned marketing.Ethical considerations prioritize transparency, ensuring confidentiality and voluntary participation.Data analysis involves parametric tests and expertverified survey questions, contributing to greenwashing theory with an integrated model.Suggestions include addressing skepticism and aligning marketing with actual practices, while future research may explore cross-cultural dynamics and emerging technologies' impact on sustainability reporting.