In recent years, issues of responsible consumption and environmental sustainability have received increased attention in the literature. Many scholars in the apparel scholarship have researched for solutions to promote responsible consumption of apparels in consumers. Despite the promotion of...

This paper aims to extract the development of the green marketing literature focusing on green product development, consumer behaviour, communication tactics, eco-labelling and greenwash in an attempt to critically review the topic and accentuate the imperative areas for future research. The...

This study attempts to shed insights on consumers' current understanding of green offerings and the effects of exposure to green washing on future consumer purchasing behaviour. The study is exploratory in nature and employs qualitative in-depth interviews. Findings from the study suggest that...