The Phenomenon of Greenwashing in the Automotive Industry and Its Perception Among Market Users

This article examines the phenomenon of greenwashing in the automotive industry and its perception by market participants, i.e., vehicle users and potential buyers. The main goal of this publication is to highlight greenwashing and determine how this concept is perceived by consumers in the context of the electric vehicle market and whether it may influence future purchasing decisions. A study was conducted using a proprietary questionnaire. Respondents were asked about their knowledge and awareness of greenwashing. Subsequent questions asked 417 respondents to provide their perceptions of greenwashing in the electric vehicle market. Greenwashing is a marketing practice that portrays a company’s products or activities as more environmentally friendly than they actually are, potentially misleading potential customers. This article concludes that greenwashing in the automotive industry has a real impact on consumer decisions and brand image. While green marketing can bring short-term benefits, long-term lack of transparency and misinformation can lead to a loss of trust and harm to both companies and the environment. Real benefits can only be achieved by combining these claims with actual environmentally friendly practices.