Green Marketing at the Crossroads: When Eco-Labeling Informs and Greenwashing Misleads Consumers

Green marketing has emerged as a strategic response to increasing environmental awareness among consumers and growing pressure on firms to adopt sustainable practices. Central to green marketing communication are eco-labels, which aim to inform consumers about the environmental performance of products, and greenwashing practices, which exploit sustainability claims in a misleading manner. This study examines the dual role of ecolabeling as both an enlightening informational tool and a potential source of consumer deception when intertwined with greenwashing strategies. Using a conceptual and empirical framework grounded in signaling theory and consumer trust literature, the research investigates how consumers perceive eco-labels, how greenwashing undermines credibility, and how these dynamics influence purchase intentions and brand trust. The findings contribute to the green marketing literature by clarifying the boundary between authentic sustainability communication and deceptive environmental claims, offering implications for policymakers, firms, and consumers.