Consumer Resistance to Green Marketing: Causes and Counterstrategies

In India, green marketing has become a popular strategy for brands trying to show they care about the environment. However, many consumers are now resisting these efforts. This paper explores why this resistance is growing and how companies can respond. Research shows that one of the main causes is greenwashing, where brands exaggerate or invent their sustainability claims. This makes people feel misled and reduces trust. High prices and limited access to eco-friendly products also create the sense that green marketing mainly targets wealthy consumers. Additionally, many campaigns use Western ideas about sustainability that do not fit well with Indian culture and daily life. Consumers are also experiencing “eco-fatigue,” feeling tired of endless green messages that lack real action and impact. To address these challenges, the paper suggests that companies should be more transparent by sharing clear, verifiable information about their environmental efforts. Using trusted third-party certifications can help rebuild confidence. Also, making green products more affordable and tailoring messages to local languages and cultural values can make a difference. Involving consumers in recycling programs or community initiatives helps create a sense of shared purpose. Examples of various brands show that honest communication as well as accessible products can overcome resistance. Instead of seeing resistance as a problem, this study argues it should be viewed as valuable feedback. It shows that consumers want real commitment, not just marketing slogans. By listening and adapting, companies can turn skepticism into trust and build stronger connections with Indian consumers who care about the environment.