From “eco-friendly” packaging to “organic” labels, everyone seems to be going green. But are we truly changing the world—or just changing the marketing copy?
As a final semester MBA student specializing in marketing & operations, I’m researching a pressing issue that affects how brands communicate with the world today: greenwashing—when sustainability is used more as a branding tactic than a real business practice.
If you work in marketing, sustainability, product, or leadership roles across any industry, I invite you to take this quick 3-minute survey that contributes to my master’s thesis:
👉 Click here to take the survey
Real-World Example: When “Green” Isn’t Green
Let’s say you grab a juice box that says “100% recyclable.” You feel good about your choice. But the fine print reveals that the box is made of a composite material with plastic lining that’s not actually recyclable in most Indian cities.
That’s greenwashing!!!!!!!!!
Or think of fashion brands selling “Conscious Collections” made of organic cotton while 90% of their other clothes are made with harmful dyes, polyester blends, and fast production cycles. One sustainable tag, lots of unsustainable impact.
These examples aren’t just misleading—they reduce trust in sustainability efforts across the board. Even companies doing genuine work suffer because of a few loud (and fake) green campaigns.
🎯 What Is This Survey About?
This survey is part of my MBA thesis titled
“The Proliferation of Greenwashing: Ethical Dilemmas and Challenges for Sustainable Marketing.”
I’m looking to understand:
How sustainability is marketed inside your company or industry
Who approves these claims (marketing, legal, CSR?)
What challenges you face while staying honest AND competitive
How regulations affect—or don’t affect—green claims
🧠 Who Should Fill It?
Whether you’re in:
- Fast Fashion (H&M, Zara, etc.)
- Food & Beverage (FMCG)
- Automobiles or Electronics
- Beauty & Cosmetics
- Advertising / PR / Communications
- Banking / ESG Investments
- Sustainability & CSR roles
…your input matters.
✨ Why Your Voice Counts
Most greenwashing discussions focus on consumers. But we need to hear from you—the professionals inside the system. You understand what’s real, what’s performative, and where the grey areas are.
Maybe you’ve had to tweak copy to sound more sustainable.
Maybe your brand is genuinely doing great work but struggling to prove it.
Maybe you’ve watched competitors make exaggerated claims with no consequences.
That insight is gold.
✅ What to Expect in the Survey
- 14 easy multiple-choice questions
- Takes 3–4 minutes max
- No personal or company details collected
- Anonymous + confidential
📢 Why This Matters Right Now
In 2024, the global rise of ESG investing, sustainability branding, and conscious consumerism is higher than ever. But greenwashing is rising too—and it’s making people skeptical of even the most genuine initiatives.
We’re at a tipping point.
Your voice can help shape better practices—not just for companies, but for regulators, students, and future marketers too.