This study examines consumer perception toward sustainable marketing practices, investigating the fine line between credible green claims and misleading greenwashing strategies employed by corporations. As environmental consciousness continues to rise globally, businesses increasingly adopt eco-friendly messaging to attract ethically driven consumers; however, the authenticity of such claims remains widely questioned.

Through a mixed-methods approach combining quantitative surveys and qualitative analysis, this research explores how consumers evaluate, interpret, and respond to green marketing communications across various product categories. The study identifies key psychological and informational factors that influence consumer trust, skepticism, and purchasing behaviour in relation to sustainability claims.

Findings reveal that consumers exhibit significant difficulty distinguishing genuine environmental commitments from superficial greenwashing tactics, largely due to inconsistent regulatory frameworks, vague terminology, and information asymmetry. Factors such as brand credibility, third-party certifications, transparency of supply chains, and prior consumer awareness emerge as critical determinants of perceived authenticity.