A Psychological Approach to Changing Consumer Behavior Towards Environmental Issues in Emerging Countries: Exploring the Greenwashing Paradigm in the Context of Market Orientation

Abstract

The present model suggest that we should take the Greenwashing as psychological approach to changing consumer behavior on environmental issues in developing nations. The authors put forward greenwashing as a strategy for shifting towards ecologically-motivated market orientation with deliberate built-in obsolescence. Although greenwashing is seen negatively, the point is made that it can contribute greatly towards sensitization and promoting accountability among individuals towards this end. Nonetheless, they insist that Greenwashing does not offer a permanent solution hence needs governments’ intervention through regulations and enforcement of ethics for sustainable change. Another objective of the research is to show how greenwashing works in shaping customer attitudes within emerging country’s market orientation