Greenwashing in TV Advertisements: Measuring Audience Trust and Awareness of Misleading Eco-Claims

Abstract

Aim of Study: The researchers targeted the study to analyze how the greenwashing of advertising could affect the trust, brand credibility, the subjective integrity of advertisements promotion, and awareness of the audience, such as the ability to detect a claim and understand green knowledge.

Methodology: It was taken as a quantitative research design. A self-designed, close-ended, and five points of Likert scale questionnaire was employed to collect information on 239 respondents in Rawalpindi and Islamabad. Data were analyzed in SPSS by applying correlation and linear regression.

Findings: Findings showed that there is a strong positive relationship that existed between greenwashing and audience trust as well as awareness. Greenwashing was powerful in affecting the media audiences in their belief in credibility of a brand followed by determining their knowledge on green claims. The results were consistent with the Agenda-Setting Theory, which indicates that public opinion and awareness on green messages is a trait that can be swayed by media presentation of the same.

Conclusion: Advertisement greenwashing lowered the level of belief by the consumer and caused misunderstandings that had an influence on brand attachment and message credibility. The research stressed on the significance of genuine green dialogue in ensuring that the people are confident and well informed.