Exploring Greenwashing Awareness Among Thai Retail Investors Towards Sustainable Investment Trends

Abstract

In an era where environmental consciousness is reshaping financial markets, the deceptive practice of “greenwashing” threatens to undermine the integrity of sustainable investments. This study investigates how Thai retail investors navigate the complexities of greenwashing in Thailand's burgeoning sustainable finance sector. As global investment trends increasingly embrace sustainability, this research explores whether investors can distinguish genuine environmental initiatives from clever marketing ploys. Employing a qualitative approach, the study engages 30 Thai retail investors through semi-structured interviews, unveiling the intricacies of investor awareness and decision-making in the face of potential greenwashing. The research constructs a narrative of how information flows shape investor perceptions and choices. Moreover, highlights the complex relationship between greenwashing awareness, risk perception, and investment choices, emphasizing the need for comprehensive education and policy interventions. This research not only illuminates the challenges faced by Thai investors but also serves as a call for aligning investor values with authentic environmental sustainability. By exposing the hidden risks threatening the foundation of sustainable finance, the study contributes to the growing body of literature on greenwashing awareness and its impact on investment decisions in emerging markets.