Pseudo-Green Practices in Ayurveda: Effects on Consumers’ Trust and Buying Decisions

The study investigates the role of greenwashing practices in shaping consumer choices and behaviour especially with the rise of pseudo green ayurvedic brands. It focuses on understanding the pseudo green washing practices and how it affects customers' trust and buying decisions and the impact of certifications, labels in creating transparency. Regarding the methodology of the study, it is based on secondary data collected from articles, websites, reports, etc. It is identified that as several legal regulations are there to control pseudo green washing practices, there still exists a gap. These practices affect brand loyalty along with negative word of mouth and online reviews worsen the situation. Customers' preference for Ayurvedic products is due to their belief about the quality, trust in the manufacturing process and eco-friendly process and it gets ruined through the presence of such practices. It is concluded that there should be stricter guidelines and measures like third party audits should be encouraged to bring more transparency in this field considering its growth prospects.