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Ethical Communication and Green Claims in Sustainable Marketing: Issues, Challenges

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Issue Abstract

Abstract

Ethical communication is an essential element of sustainable marketing, especially in the use of green claims to communicate environmental responsibility. Green claims influence consumer perceptions and purchasing decisions; therefore, they must be accurate, transparent, and verifiable. However, the increasing use of vague or misleading environmental claims has raised ethical concerns and reduced consumer trust. And I am going to use the secondary data analysis to come to a conclusion. This paper examines ethical communication practices related to green claims and identifies key issues such as green washing, information asymmetry, lack of standardization, and regulatory challenges. It also discusses the importance of truthful messaging, evidence-based claims, and adherence to ethical guidelines in marketing communication. The study emphasizes that standardized and responsible green communication is necessary to protect consumers, enhance organizational credibility, and support sustainable development.

Author Information
S. Arul Chinnappa Raj MBA - (HR & MARKETING), St. Joseph University, Tamil Nadu. Dr.J.Jeya Sunitha Associate Professor, Management Studies, St. Joseph University, Tamil Nadu.
Issue No
3
Volume No
12
Issue Publish Date
05 Mar 2026
Issue Pages
13-18

Issue References

References

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  8. Chen, Y.-S. (2010). “Green Trust,” Management Decision, 48(2), p. 313.

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  11. ISO (2014). ISO 14021 Environmental Labels, p. 9.

  12. OECD (2018). Environmental Claims and Consumer Protection, p. 18

  13. Federal Trade Commission (FTC) (2020). Green Guides, p. 4.

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