Consumer Skepticism Towards Green Marketing: Strategies to Build Trust

This paper examines consumer skepticism about green marketing and ways to build trust among Generation Z consumers. As people become more concerned about the environment, businesses are using green marketing practices to attract eco-conscious consumers. However, skepticism towards green claims—often fueled by greenwashing—poses significant challenges. This study investigates how Generation Z perceives green marketing and the main factors that affect their purchasing behavior, such as environmental awareness, social influence, and brand trust. Transparency, authenticity, and clear communication are important in overcoming skepticism. Additionally, the paper examines the role of transparent marketing practices and genuine sustainability efforts in fostering trust and mitigating greenwashing. By analyzing cross-cultural trends and consumer behavior, this research gives insights for companies aiming to fit their marketing with the values of this environmentally conscious generation, ultimately driving more sustainable consumer behavior. Keywords: Consumer Skepticism, Generation Z, Green Marketing, Greenwashing