Demand for green products and services has increased significantly in recent years. The functionality and emotional appeal of a brand today is not enough because consumers expect corporate and social responsibility as well. The issue of sustainable development and preservation of the world in which we all live has come to the fore, which has influenced the continuous growth of green consumerism and forced companies to change their attitudes and marketing strategies towards the environment. To create a successful brand in the consumer products industry, companies must also include an environmental dimension by coming to the point of deciding whether to modify their manufacturing processes or resist transition and practice manipulation techniques to display an environmentally friendly image. This is where the problem of eco-manipulation arises as a negative practice of green marketing, which is so growing that it has become a global problem. Consumer skepticism and lack of confidence in green demands is a threat not only to green product markets, but also to the entire advertising industry, esteemed companies and initiatives. The aim of this paper is to point out negative impact of eco-manipulation in green marketing practices on the component of sustainable development and also to assess consumer awareness and interest in the whole issue.