EXPLORING GREEN PRODUCT ENDORSEMENTS: A COMPREHENSIVE INVESTIGATION

The modern world has seen a growing emphasis on environmental consciousness because of its signicant impact on people's health and well-being. Greendex 2012 survey revealed that Indian consumers were actively trying to buy eco-friendly products, and the marketing of green products in India has been on the rise. However, many manufacturers of green products were found to be exploiting consumers' positive attitudes by not genuinely adhering to environmental responsibility. This has led to consumer scepticism about the validity of green product claims, as there often isn't enough evidence to support them. As a result, consumers are demanding proper endorsement and validation of these claims to make informed choices when purchasing green products (Geographic, 2012, Bhattacharya, 2007, Jain & Kaur, 2004 & Motak & Roy, 2014).