' s ▁Effect ▁on ▁Cons umer ▁Per ception ▁ ▁Research es ▁found ▁that ▁products ▁that ▁are ▁truly ▁environment ally - friend ly ▁are ▁perce ived ▁significantly ▁more ▁favor ably ▁than ▁their ▁green w ashed ▁counter parts . ▁Cons um ers ▁are ▁more ▁likely ▁to ▁perce ive ▁the ▁price ▁of ▁an ▁item ▁market ed ▁as ▁green ▁as ▁a ▁sacrifice ▁when ▁evalu ating ▁green w ashed ▁products . ▁Cons umer ▁per ception s ▁of ▁green w ash ing ▁are ▁also ▁found ▁to ▁be ▁medi ated ▁by ▁the ▁level ▁of ▁green w ash ing ▁they ▁are ▁exposed ▁to . ▁Other ▁research ▁suggests ▁that ▁few ▁consum ers ▁actually ▁notice ▁green w ash ing , ▁particularly ▁when ▁they ▁perce ive ▁the ▁company ▁or ▁brand ▁as ▁re put able . ▁When ▁consum ers ▁perce ive ▁green ▁advert ising ▁as ▁cred ible , ▁they ▁develop ▁more ▁positive ▁att itudes ▁towards ▁the ▁brand , ▁even ▁when ▁the ▁advert ising ▁is ▁green w ashed . ▁Cons um ers ▁are ▁not ▁aware ▁of ▁green w ash ing ▁in ▁advert ising , ▁and ▁trust ▁green ▁advert is ements ▁even ▁when ▁they ▁are ▁de cept ive . ▁Still ▁other ▁research ▁suggests ▁that ▁consum ers ▁with ▁higher ▁green ▁concern ▁are ▁more ▁able ▁to ▁tell ▁the ▁difference ▁between ▁honest ▁green ▁market ing ▁and ▁green w ashed ▁advert ising ; ▁the ▁higher ▁the ▁green ▁concern , ▁the ▁stronger ▁the ▁intention ▁will ▁be ▁for ▁not ▁purch asing ▁from ▁companies ▁from ▁which ▁they ▁perce ive ▁green w ash ing ▁advert ising ▁behavior . ▁When ▁consum ers ▁use ▁word - of