THE GREEN ILLUSION: HOW GREENWASHING AFFECTS THE PREMIUM SEGMENT AND THE LOYALTY OF GENERATION ALPHA
DOI:
https://doi.org/10.5281/Keywords:
greenwashing, premium segment, Generation Alpha, sustainable development, ESG transformation, brand loyalty, environmental marketing, conscious consumption.Abstract
This article examines the phenomenon of greenwashing in the context of the transformation of the premium consumer market segment under the influence of Generation Alpha (born after 2010). Using the framework of sustainable development theory (ESG) and behavioral economics, the cognitive and psychological patterns of eco-marketing perception by new consumers are analyzed. The paper deconstructs the hidden mechanisms of environmental messaging manipulation in the luxury and premium segments and assesses the long-term risks of losing brand loyalty. Based on empirical data for 2024โ2026, the authors propose a model for verifying brands' environmental claims aimed at protecting consumer rights and preserving business reputations.
References
1. Thaler, R., and Sunstein, K. Nudge. Choice Architecture: How to Improve Our Decisions About Health, Wealth, and Happiness. Moscow: Mann, Ivanov, and Ferber, 2017, 240 p.
2. Festinger, L. The Theory of Cognitive Dissonance. Moscow: Eksmo, 2018, 256 p.
3. Kahneman, D. Thinking, Fast and Slow. Moscow: AST, 2014, 656 p.
4. Bain & Company. Luxury Goods Worldwide Market Study: The Generational Shift Toward Sustainable Values. Reports 2024โ2025. [Electronic resource].
5. European Commission. Green Claims Directive: Official Guidelines for Regulating Green Marketing. Brussels, 2025. [Electronic resource].
