GREENWASHING IN BUSINESS: EXAMINING THE IMPACT OF DECEPTIVE ENVIRONMENTAL CLAIMS ON CONSUMER BEHAVIOR AND CORPORATE ACCOUNTABILITY

Abstract

In recent years, the concept of “greenwashing” has become increasingly prevalent in the marketing industry. Greenwashing refers to the practice of companies exaggerating or misrepresenting the environmental benefits of their products or services in order to appeal to environmentally conscious consumers. To better understand and analyze this practice in the context of a need to urge corporations towards environmental-friendly approaches, we must deconstruct and study the causes, rationale, and outcomes of this practice as well. This paper aims to examine the prevalence, causes, effects, and techniques of greenwashing in marketing through a wide-perspective literature review and a critical analysis of three case examples that include a study of cases of greenwashing by corporations and brands like H&M, Unilever, and Nestle.