Abstract
The concept of “voting with a wallet” highlights that consumers play a crucial role in determining the success or failure of a business, as their purchases are a vote for or against a product or company. This study emphasises how important consumer decision-making is in shaping the business industry. The study is aimed at understanding awareness of factors leading to greenwashing and the subsequent impact on consumers. The conceptual framework of the study was created based on the identified drivers of greenwashing. The literature review identified gaps in previous research, based on which a research model has been proposed to determine consumer impact on greenwashing.
Publisher
Indira Institute of Management, Pune