Green washing- Green is the new black! Baisakhi Mukherjee baisakhi.mukherjee77@gmail.com Research Scholar, Department of Management , Banasthali University, Rajasthan, India Abstract Background:-Environmental issues such as climate change, lack of resources, desertification, land degradation as well as loss of biodiversity are serious threat to the existence of human life. Most of these challenges are due to the reckless actions of the humans and thus changing the behavior of the humans towards the environment has become the most needed activity so that it can be preserved for the future generation. Most probable reasons for these environmental issues are excessive production and consumption of goods and services along with using and consuming natural resources causing emissions and waste products. Changes in consumer behavior, technological and organizational innovations as well as an appropriate political and economic framework are of major importance for a sustainable development (Radman, 2005). Currently consumers are more concern towards the sustainable state of the environment which can be achieved only by sustainable production and consumption (Kraev Venelin,2014;Terlau et al,2014). During the past years the paradigm shift in the consumer’s attitude towards green or organic products have encouraged the manufacturers or the marketers to adopt various green marketing strategies to ensures the green production supporting the concept of sustainability. Though the change in the consumers purchasing pattern and choice of products is at a very nascent stage, the demand for organic products is increasing at a galloping rate. Consumers worldwide are becoming more environmental conscious and are willing to contribute in the process of conservation by encouraging green production and consumption. This has developed a challenge for the industry to meet the expectation of the consumers. This study intends to enlighten the marketing strategies adopted by the marketers and the producers to meet the supply and demand of the green products. With the advent of the green era, it has been found that the companies are struggling to win the trust of the consumers. This is evident with the fact that despite of willingness of the consumers to change their consumption pattern and the choice of the green or organic products, the market share of the green products is not able to make a mark in the world economy. Instead of increasing the capacity of production the marketers are trying to satisfy the demands for green products by either pseudo-organic products or through green washing (Toxic Beauty: The hidden chemicals in cosmetics and how they can harm us). Green washing is the marketing strategies the