Influencer marketing has become a powerful tool for brands to reach consumers. However, concerns exist regarding the use of green washing tactics by influencers to promote products. This study investigates the prevalence and impact of green washing strategies employed by influencers marketing brands in Chennai, India. The research explores the types of green washing tactics used by influencers in Chennai and assesses consumer awareness and perception of greenwashing in influencer marketing. It further evaluates the influence of green washing on consumer purchase intentions and explores the potential negative consequences on consumer trust and the environment. The study employs a survey approach with questionnaires distributed to consumers in Chennai. Data analysis is empirical research and the sampling method is a convenient sampling method with 200 responses, which is collected from the general public within Chennai to identify the prevalence of green washing tactics, consumer awareness levels, and the impact of green washing on purchase intention and trust. This research aims to contribute to a deeper understanding of green washing practices in influencer marketing within the specific context of Chennai. The findings can inform consumers about green washing tactics and empower them to make more informed purchasing decisions. Additionally, the research can provide valuable insights for influencers and brands, encouraging them to adopt more transparent and sustainable marketing practices.
K. et al. (2026) studied this question.