Sustainability has been a growing trend in the past few years due to awareness about environmental issues taking place. As a result of which companies are going for green production of goods. In contrary to the green claims made by these companies there is a lack of transparency in the methods that they have adopted as a step to attain sustainability. In fact some companies use exaggeration and lies to claim sustainable production of goods as a marketing effort to attract customers who care about sustainability. This increases uncertainty and perceived risk in customers. Consumers lose trust in business that are actually into ethically producing their products. It also tarnishes the brand image of the company involved in greenwashing. Altogether consumers loose trust in the concept of sustainability.

Keywords : Greenwashing, sustainability, environment, fast fashion, consumer buying behavior, brand image, perceived risk.