Green or Grey? Navigating Risk in the Era of New Greenwashing Norms

Introduction From the last couple of years many organizations are rushing to get trademark prefixes such as “Green”, “Eco”, “Bio”. We have already seen these types of trademarks in many companies such as Mamaearth, Biotique, etc. which gives a sense of psychological satisfaction to the consumers that they are using the natural product and the company is inclined towards nature and putting efforts to make the environment clean and sustainable. For example, Mamaearth says every order which is...