Published Paper Details:

This paper explores the critical role of media and advertising ethics in the context of green marketing and greenwashing, focusing on how responsible communication strategies and media accountability influence consumer perception and brand credibility. With the rise of environmental awareness among consumers, many brands employ green marketing tactics to appeal to eco-conscious audiences. However, the thin line between ethical green promotion and greenwashing has led to significant challenges in ensuring transparency and trust. Responsible marketing communication--rooted in evidence-based claims, certifications, and regulatory compliance--plays a vital role in sustaining consumer confidence and promoting environmentally sound business practices. Conversely, the media can either act as a safeguard against deceptive claims or, if negligent, a conduit for perpetuating greenwashing. Investigative journalism, watchdog organizations, and regulatory bodies have highlighted the media's potential to expose false sustainability claims and hold corporations accountable. However, uncritical reporting and the commercialization of digital spaces often enable the unchecked spread of greenwashing narratives. This duality underscores the ethical responsibility of both marketers and media professionals to uphold standards that protect consumer interests and support authentic sustainability. Drawing from literature and comparative studies, the paper emphasizes that only through collective accountability--where brands, regulators, and media work together--can the credibility of green marketing be preserved. Ethical advertising and critical media engagement are not merely optional practices but are fundamental to fostering long-term consumer trust and achieving meaningful environmental progress.