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Green “Eco-Label” or “Greenwashing”? Building Awareness About Environmental Claims of Marketers

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In order to enrich more pro-environmental behaviour among consumer, present paper aims to enlighten on the “greenwashing” issue. Such deceptive practice leads to lure consumers to believe they are offering environmental friendly product. As such, this is necessary to make consumers aware about the issue concerning “greenwashing.” Considering this, the present paper aims to answer the following questions; (1) Why pro-environmental behaviour in the forefront? (2) Does eco-label will ensure the genuineness of environmental-friendly product? (3) Why greenwashing is a problem? (4) How to differentiate between the greenwashed and the real deal products? And (5) What is the role of marketers in this regard? Relevant literatures are reviewed to respond to the research questions. Since environmentally concerned consumers became a profitable market segment in recent years, many companies are moving towards eco-label. However, not all eco-friendly claims are genuine. Therefore, the increase of greenwashing, with deficiency of enforcements, contributes to consumer disbelief of all green claims. With that, it weakens the value of consumers as an inspiration to influence companies toward environmental friendly determination for industrial practices and business operations. It is expected that, the present study will contribute significantly to the existing body of knowledge in regard to existing falls environmental claims regarding eco-labels.
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Keywords: Consumer Awareness; Eco-Labeling; Environmental-Friendly Product; Greenwashing; Pro-Environmental Behavior

Document Type: Research Article

Affiliations: International Business School, Universiti Teknologi Malaysia, Jalan Sultan Yahya Petra, 54100 Kuala Lumpur, Malaysia

Publication date: April 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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