<h1>Green Claims Backfire: Fake Eco-Marketing Erodes Brand Trust and Consumer Confidence in Sustainable Purchasing</h1> A study by IIM Lucknow reveals that exaggerating or falsely claiming green credentials can significantly damage brand value and consumer trust. Researchers examined how 'greenwashing' negatively impacts consumer attitudes and sustainable shopping behaviors. The study, involving 353 consumers, found that unsubstantiated environmental claims lead to skepticism, reduced brand perception, and discourage environmentally conscious purchasing decisions.