Greenwashing: The Misleading Strategies Underlying Environmental Claims

Konstantina Ragazou (), Constantin Zopounidis (), Emilios Galariotis (), Nikolaos Sariannidis () and Georgia Zournatzidou ()
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Konstantina Ragazou: University of Western Macedonia
Constantin Zopounidis: Technical University of Crete
Emilios Galariotis: KIMEP University
Nikolaos Sariannidis: University of Western Macedonia
Georgia Zournatzidou: University of Western Macedonia

Chapter 1 in Transparency and Corporate Washing in the Age of Sustainability, 2025, pp 1-35 from Springer

Abstract: Abstract At a time when environmental accountability is a crucial demand from customers, investors, and regulators, firms are progressively striving to link their branding with sustainability values. This increase in environmental marketing has also led to greenwashing—the act of presenting a misleading or inflated perception of ecological responsibility. This chapter rigorously analyzes the misleading methods inherent in greenwashing, classifying the diverse ways utilized by firms to deceive stakeholders regarding their environmental effects. The topic incorporates viewpoints from marketing, corporate governance, environmental ethics, and regulatory policy in a multidisciplinary approach. Empirical case studies demonstrate how greenwashing compromises authentic sustainability initiatives, diminishes public confidence, and skews market dynamics. This chapter examines new frameworks and legislative measures aimed at addressing greenwashing, emphasizing the necessity for enhanced disclosure mandates, independent validation, and more openness. Ultimately, it necessitates a systemic transformation toward authenticity and accountability in corporate environmental assertions, promoting educated stakeholder vigilance and strong regulatory intervention to mitigate deceptive sustainability narratives.

Keywords: Greenwashing; Environmental claims; Corporate deception; Sustainability marketing; Stakeholder misinformation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-96821-1_1

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DOI: 10.1007/978-3-031-96821-1_1

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