• KAVIYA D.E
• SUBHASHINI V
• DR. K. RAJESWARI
• DR. M. SUGANTHI

This study examines the effects of Greenwashing on genuine sustainable entrepreneurs across all sectors. To mislead customers with false or exaggerated claims about the environmental benefits of products or services, greenwashing takes place. The aim of this comprehensive study is to investigate how false sustainability claims affect businesses and entrepreneurs who genuinely strive for sustainability. . For this study, the researcher employed a narrative literature review approach that involved gathering peer-reviewed journals, government reports, and newspaper articles. The findings indicate that greenwashing has a negative impact on genuine sustainable entrepreneurs, as it creates unfair competition and undermines consumer trust in sustainability. The study also highlights the need for regulatory measures to prevent greenwashing and promote genuine sustainability. The results of this study have implications for entrepreneurs, consumers, and policymakers who are interested in promoting sustainability and ethical business practices. By shedding light on the impact of greenwashing, this paper aims to encourage businesses to take a more responsible approach to sustainability and build greater trust with consumers, and as a part of regulatory bodies, stricter regulations and consumer education are needed to address this issue effectively. The findings of this research paper are expected to offer valuable insights for future researchers, academicians, and policy makers by proposing and examining measures to move forward.

Green washing, Sustainability, Entrepreneurship, Literature Review.

"Examine the effects of Green washing on genuine sustainable entrepreneurs: A Comprehensive study on the impact of false sustainability claims on business across all sectors.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.e509-e516, March-2024, Available :http://www.jetir.org/papers/JETIR2403461.pdf

"Examine the effects of Green washing on genuine sustainable entrepreneurs: A Comprehensive study on the impact of false sustainability claims on business across all sectors.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppe509-e516, March-2024, Available at : http://www.jetir.org/papers/JETIR2403461.pdf