Unveiling Greenwashing Strategies: A Comprehensive Analysis of Impacts on Consumer Trust and Environmental Sustainability

Year 2024, Volume: 8 Issue: 3, 164 - 181, 30.09.2024

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.30521/jes.1436875

Abstract

This document explores the phenomenon of greenwashing, a deceptive practice where companies project an environmentally responsible image without substantial environmental benefits that involve strategies like misleading labels, vague claims, and irrelevant or false assertions to appeal to eco-conscious consumers. The research aims to unravel the deceptive strategies employed by companies across various industries, understand the implications of these practices on consumers, investors, and the environment, and assess the effectiveness of current regulatory frameworks in mitigating these activities. This qualitative study employs a thematic analysis of the literature to categorize greenwashing strategies and assess their impacts on consumer trust, environmental sustainability, and corporate accountability. The findings reveal that greenwashing undermines consumer trust, genuine sustainability efforts, and informed decision-making. The study seeks to offer actionable insights for policymakers, businesses, and consumers to address and mitigate the effects of greenwashing. It emphasizes the need for stricter regulations and consumer education to counteract greenwashing. The study also highlights the role of technological advancements like blockchain and IoT in enhancing transparency. The study calls for a multifaceted strategy to address greenwashing, focusing on transparency, accountability, and genuine environmental responsibility.

Keywords

Consumer trust, Corporate environmental responsibility, Detecting deceptive claims, Environmental sustainability ethics, Greenwashing strategies, Sustainable marketing

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