Greenwashing in Indian markets: Challenges and policy interventions for achieving SDG 12

This study investigates the prevalence and impact of greenwashing in Indian markets and assesses the effectiveness of existing policies aimed at mitigating these practices. Employing a mixed-methods approach, the research combines quantitative data from market surveys, interviews with industry experts, and consumer feedback with qualitative analyses to provide a comprehensive view of the current landscape of greenwashing. The findings reveal that ambiguous claims, misleading labels, and hidden trade-offs are prevalent greenwashing tactics used by companies to exploit consumer interest in sustainability. These tactics are particularly rampant due to the current policy framework's lack of specificity and inadequate enforcement, which varies significantly across different sectors. Data analysis using regression and ANOVA highlighted that increased consumer awareness positively influences trust in eco-labels, though demographic factors such as age and education level significantly modulate this effect. Stakeholder interviews further underscore the necessity for more stringent regulations, enhanced enforcement mechanisms, and continuous consumer education. The study concludes that addressing greenwashing requires a multifaceted strategy involving clearer regulations, robust enforcement, and ongoing public awareness campaigns to align Indian market practices more closely with Sustainable Development Goal 12. This research contributes to the broader discourse on corporate responsibility and sustainability, offering actionable insights for policymakers, businesses, and consumer advocacy groups.