TAF PUBLISHING

The aim of this paper is to provide a review of literature on the effect of 'greenwashing' on consumer various attitude towards their purchase. This paper will discuss the consequences of greenwashing on consumer purchase decision, more particularly its impact on consumer green trust, green consumer confusion, and green risk. The objective of this paper is to convey the gap in consumers' shopping behavior who are environmentally conscious. The first step was to evaluate the research on "greenwashing, green consumer confusion, green risk, and green trust, and the second step was to provide literature on assumptions settled by the study. Moreover, the study focuses on consumers who purchase environmentally friendly goods and highlights the consequences if organizations are using them.The findings of this study suggest limiting greenwashing to increase customers' faith in environmental issues. Advertising that claims to be "green" is more effective and can encourage sustainable purchases when consumers do not take "greenwashing, green misunderstanding, green danger, or a loss of green trust" into account. The conclusion showed that there were significant links between the five assumptions that were explored to determine the relationship.