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

摘要

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 makeconsumers 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) Whygreenwashing 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 profitablemarket 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 ofconsumers 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 environmentalclaims regarding eco-labels.