Greenwashing in the Meat and Seafood Industry

Abstract

Amidst a rapid social change towards greater environmental awareness, organisations have increasingly sought to exaggerate the environmental characteristics of their product, as a strategy in meeting consumer demand. Regardless of a minority’s pure intention to offer their consumers an ‘eco-friendly option,’ many organisations have exploited this consumption shift for their own benefit, adopting the practice of ‘greenwashing’ within their business models. Sparked by the establishment of a Senate Inquiry into greenwashing, this article will explore how exaggerated environmental claims within Australia’s meat and seafood industries impact consumers. Subsequently, drawing on consumer behaviours and theories to identify the polarising relationship between industry and shoppers when a gap in product information is formed. Further, through the perspective of consumer protection, this article draws on the misleading and deceptive conduct of our modern organisations, prompting an analysis of the success of our regulatory bodies in preventing the effects of greenwashing. Whilst greenwashing has long existed, the growing presence of false or misleading environmental claims demands the attention of our policymakers now. This article suggests we already have the necessary tools within our existing legal mechanisms, we must now put them into action to promote stronger deterrence against greenwashing.