Greenwashing On Digital Platforms: A Special Reference to SDG 12

Nagaraju B; Hemalatha N

Greenwashing On Digital Platforms: A Special Reference to SDG 12

Author(s)	Prof. Dr. Nagaraju B, Ms. Hemalatha N
Country	India
Abstract	The rapid growth of digital platforms has transformed the way businesses communicate with consumers. Social media, e-commerce websites, influencer marketing, company websites and online advertisements are increasingly used to promote products through environmental claims such as “eco-friendly,” “sustainable,” “green,” “natural” and “carbon-neutral.” When such claims are false, exaggerated, vague or unsupported by evidence, they may constitute greenwashing. Greenwashing is particularly important in relation to Sustainable Development Goal 12 (SDG 12), which promotes responsible consumption and production. Misleading environmental claims can prevent consumers from making informed and responsible purchasing decisions. This descriptive-analytical study examines government regulations relating to misleading environmental claims in India and evaluates how ethical digital marketing can support SDG 12. The study uses secondary data from government legislation, regulatory guidelines, academic literature and institutional sources. Particular attention is given to the Consumer Protection Act, 2019, Consumer Protection (E-Commerce) Rules, 2020, Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022, and the Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024. The study finds that India has developed a significant regulatory framework for controlling misleading environmental claims. However, effective regulation needs to be complemented by ethical digital marketing practices, transparent disclosures, evidence-based environmental claims and consumer awareness. The study concludes that responsible digital marketing can strengthen consumer trust and contribute to the achievement of SDG 12 by promoting informed and sustainable consumption.
Keywords	Greenwashing, Digital Platforms, SDG 12, Ethical Digital Marketing, Consumer Trust, Misleading Environmental Claims, Consumer Protection, Sustainable Consumption, India.
Field	Mathematics > Economy / Commerce
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-05

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Greenwashing On Digital Platforms: A Special Reference to SDG 12

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