Greenwashing in Slovenia: Environmental Claims and Consumer Trust

Abstract

The article conceptually examines the relationship between perceived greenwashing and consumer trust in Slovenia. It treats environmental claims as signals of responsibility, credibility and institutional compliance. Based on a narrative synthesis of the literature, it explains that perceived greenwashing reduces trust mainly through consumer confusion, perceived risk and scepticism. The Slovenian context is interpreted through European regulation, digital reputation dynamics, price sensitivity and the role of locality. The article also offers recommendations for companies, policy-makers and consumer protection organisations.