Consumer Protection towards Eco-Friendly Products

The growing global demand for eco-friendly products reflects increasing environmental awareness and consumer preference for sustainable choices. However, this rapid market expansion has also given rise to challenges such as greenwashing, label confusion, supply chain opacity, and regulatory inconsistencies. Misleading environmental claims undermine consumer trust, distort market equity, and weaken genuine sustainability initiatives. This paper examines consumer protection mechanisms designed to safeguard buyers from deceptive practices while promoting transparency and accountability in green markets. It explores international guidelines, regional laws, eco-labels, digital platform responsibilities, and technological innovations like blockchain and AI for supply chain traceability. Additionally, the role of consumer education in reducing susceptibility to misinformation is highlighted. Strategic recommendations are provided for policymakers, businesses, and consumers to strengthen protections and foster trust in eco-friendly markets. Ensuring robust consumer protection is essential for achieving authentic sustainability and empowering informed green consumption globally.