GREENWASHING: TRICK OR THREAT

Abstract

In recent decades, there has been a notable increase in environmental awareness among consumers. In response to this shift, many companies have pursued to present themselves as environmentally responsible. They have adopted sustainability-focused marketing strategies to highlight their eco-friendly practices and products. However, this trend has also given rise to concerns about greenwashing, where some companies exaggerate their commitment to sustainability without making substantial changes. However, numerous claims made in this context lack validity, giving rise to what is termed greenwashing. This paper examines whether greenwashing poses a significant threat to genuine sustainability efforts or if it is simply a deceptive marketing tactic aimed at manipulating consumer perceptions.