Every day, an increasing number of consumers want to participate in the process of the green movement and contribute to the preservation and protection of the environment through their conscientious shopping. The global market has responded to the growing awareness of the existence of an ecological crisis, and thus to the development of a green consumer mentality, with a wide range of environmentally friendly products. Marketing experts have recognized the potential and possibility of capitalizing and commodifying the idea of the environmental movement and turning it into a particular “lifestyle” that is tempting and desirable for consumers who want to participate in the “green” movement. In this process, a key role is played by green marketing, which with its tools has a strong influence on the thinking and actions of environmentally conscious consumers. Numerous companies and organizations have used this phenomenon to multiply profits, often by misleading customers, using ambiguous terms and claims, suggestive words, green images, the lack of explanation of these same claims on product packaging, and counting on a lack of consumers. knowledge of eco-labels as well as ecology in general. Consumers then fall into the trap of greenwashing, which is achieved through marketing focused on presenting a brand or product in order for them to act environmentally, naturally, healthily and sustainably. It is a phenomenon in which companies overemphasize or even make false claims about their products in order to encourage consumers to buy their products, which consumers are often not even aware of. The aim of this study is to determine with qualitative research whether consumers are familiar with the concept of ecomanipulation, whether they recognize examples of this phenomenon, whether they are skeptical about the choice of brands that guarantee environmental acceptability, and whether knowledge of strategies used in the goal of ecomanipulation on their intent to purchase.