International Journal of Management, IT and Engineering

The boom of Go Green in recent years led to emergence of various jargons like green IT, green data center, green collar, green manufacturing, green India, green planet and many word with the prefix green. The multitudinous activities performed under the label of “go-green “gave birth to new buzzword called “Green Washing”.Greenwashing is the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, and technology or company practice. It can make a company appear to be more environmentally friendly than it really is. It is also known as green sheen, green fever.

The paper examines and reviews the literature regarding green washing that is based on secondary data. The paper highlights how the companies create an aura that they are working for the benefits of an organization and how green consumers get trapped in the web with the illusion that they are actually doing something for the environment by purchasing the product with green label.

The research paper investigates the green washing problem in deep by taking various case studies from different sectors like automobile, beauty products, manufacturing to unveil the darker side of green marketing.

Conclusion and recommendation is made on what customers should do in identifying greenwashing which will eventually help them in better purchasing decision regarding green products and what should marketers avoid in upholding their green image.