The degree to which ethical values are ingrained in an organization's culture is one of the key variables influencing its performance. In the long term, clients develop loyalty and trust toward an ethical company. However, even the biggest corporations appear to disregard these moral principles in favor of increased profiting through green washing practices. Consumers will be better able to choose real green items if they are aware of the negative effects of green washing. Additionally, it will assist the businesses by educating them on how green washing practices harm their brand's reputation and customer loyalty, ultimately leading to a decline in sales and market share.

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