Urban Consumers' Perception of Greenwashing Techniques used by Indian Companies: A Study in Uttarakhand

Abstract: The rising concern for environmental sustainability has prompted companies to adopt green marketing strategies. However, some engage in greenwashing, misleading consumers about their environmental practices. This study investigates urban consumers' perceptions of greenwashing techniques used by Indian companies in Uttarakhand state. Data was collected from 250 respondents through a structured questionnaire administered in retail stores across Municipal Corporations (Nagar Nigam) in Uttarakhand. The findings reveal a significant level of skepticism and negative attitudes toward greenwashing practices, indicating the need for stricter regulations and transparency in green marketing claims. Keywords: Green Washing, Consumer Perception, Green Marketing, Urban Consumers