Greenwashing: What Is It and Why It Matters

Abstract

In marketing, companies often tout the environmental benefits, or environmental superiority, of their products. As environmental issues are becoming top of mind for consumers, many companies want to emphasize that their products have certain desirable qualities, such as being biodegradable, recyclable, or sourced from sustainable materials. But when exactly are these claims appropriate, and when does emphasizing these "green" qualities cross the line into misleading consumers about the environmental benefits of a product?