CONSUMER PERCEPTION TOWARDS GREENWASHING IN FMCG PRODUCTS AND ITS IMPACT ON SUSTAINABLE PURCHASING DECISIONS IN COIMBATORE

Greenwashing is the process of conveying a false impression or misleading information about how a company’s products are environmentally sound. It involves making an unsubstantiated claim to deceive customers into believing that a company’s products are environment friendly or have a greater positive environmental impact than they actually do. The study aims to assess awareness towards greenwashing and to analyze their impact upon their perception on brand’s trust and loyalty. The sample size of (n=108) is taken after removing all the redundant and biased responses. Simple Percent Analysis, Chi-Square Analysis, and One-Way ANOVA is used and the responses are fed into SPSS Version 26 for validation of data. As per the findings, 58.33% of the respondents felt misled over the advertisements that claims FMCGs as eco-friendly. Keywords: Consumers, Greenwashing, Eco-friendly, Sustainable Development Goals.