• Shikha Singh
• prof. R.S. Singh

Nowadays, a lot of people are concerned about the environment. Government officials, investors, and consumers all care about this issue. Trusting businesses to be truthful about their environmental actions is therefore essential. Greenwashing, a term derived from the combination of "green" and "whitewashing”. Green Refers to environmental friendliness, sustainability, or eco-conscious practices while Whitewashing means covering up negative aspects to make something seem better or more acceptable than it really is. Greenwashing, or simply when businesses misrepresent themselves as environmentally friendly, is the practice of businesses, organizations, or governments acting by pretending their actions, goods, or services are environmentally beneficial when in fact they are not. Businesses employ this tactic to draw in customers who wish to avoid breaking environmental regulations, enhance their reputation, or support eco-friendly companies. Customers are demanding more genuine efforts from businesses to care for the environment, and the world is becoming more concerned about issues like climate change, depleting natural resources, and damaging the planet, which has led to an increase in the discussion of greenwashing. In the world of marketing today, this issue is receiving a lot of attention. Greenwashing is a tactic used by some businesses to capitalize on consumers' growing preference for eco-friendly products. Their green initiatives are frequently overstated. This study examines the definition of "greenwashing," its various forms, and its impacts on individuals, companies, and the environment. The article makes an argument for tougher legislation, improved consumer education, and greater corporate accountability. This strategy would promote real sustainability and lessen greenwashing. By hiding detrimental practices behind deceptive advertisements, greenwashing has the power to alter public perceptions of a business, undermine legitimate environmental initiatives, and impede advancement. In order to help create a truly sustainable global economy, this study highlights the need for honesty, systems to validate company claims, and informed consumers. It also warns of the detrimental effects that these deceptive practices could have on society, the environment, and the economy if they persist.

Greenwashing, sustainability, marketing, consumer behavior, environmental impact.

"GREENWASHING: A STUDY OF DECEPTIVE SUSTAINABILITY PRACTICE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.g329-g335, March-2026, Available :http://www.jetir.org/papers/JETIR2603641.pdf

"GREENWASHING: A STUDY OF DECEPTIVE SUSTAINABILITY PRACTICE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppg329-g335, March-2026, Available at : http://www.jetir.org/papers/JETIR2603641.pdf