OIDA International Journal of Sustainable Development
Open-access peer-reviewed journal
https://doi.org/10.64211/oidaijsd190710
Countering Greenwashing: The Impact of Brand Transparency on Consumer Loyalty in the Digital Age
Oksana Penkova 1*, Andrii Kharenko 2, Valentyna Lementovska 3, Tetiana Bortnyk 4, Yaroslav Hrabek 5
1,2,3,4,5 Department of Marketing, Faculty of Economics, Entrepreneurship and Information Technologies, Uman National University of Horticulture, Uman, Ukraine.
*Corresponding author: oxana.penkova@meta.ua
Volume 19, Issue 07, Pg. 119-126, 2026
Abstract: Greenwashing has become one of the greatest problems facing organizations that seek to present sustainability actions in the online era. Although the trend amongst companies is to encourage green practices, false or overstated information may destroy the credibility of their customers and hurt company branding. This paper is an exploration of brand transparency in relation to consumer loyalty and how sustainability communication can be made visible to offset greenwashing. Based on recent research in the areas of marketing, sustainability management, and digital communication, the research paper investigates the impact of transparency, technological innovation and digital platforms on the perceived environmental claim to consumers. These results indicate that when the organization has the commitment practices that are transparent and verifiable, and have the sustainability issues that are transparent, the organization is more likely to gain the trust and long-term loyalty of the consumers. Such digital technologies as blockchain, data analytics, and social media monitoring also promote greater transparency and allow the stakeholders to locate false claims. This research finds that brand transparency is a very important aspect to fight against greenwashing and build stronger sustainable brand equity in the digital market.
Keywords: greenwashing, brand transparency, consumer loyalty, digital marketing, sustainability communication, consumer trust
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