But behind many green claims lies a troubling reality: greenwashing – a practice where companies project a false image of environmental responsibility.

Misleading environmental claims

“Businesses use environmental claims as a strategy to appeal to eco-conscious consumers, but not all are genuine,” explains Assoc. Prof. Oželienė. According to the European Environmental Bureau, 75% of products in the EU market carry environmental claims, yet over half of them are vague or misleading. “Climate neutrality claims, in particular, are often deceptive,” she notes. The European Commission’s 2023 Green Claims Directive aims to combat these practices by mandating clearer and evidence-based claims. Companies with more than ten employees and turnovers exceeding €2 million must now substantiate their environmental statements.

“Nearly half of the 230 eco-labels used in the EU lack proper verification,” says Assoc. Prof. Oželienė. This creates confusion and scepticism among consumers, making informed decisions more difficult.

What is greenwashing?

The term ‘greenwashing’ was introduced in 1986 by Jay Westerveld, who criticised hotels for promoting towel reuse under the guise of environmental protection when it was primarily a cost-saving measure. Today, greenwashing describes businesses spending more effort and resources on promoting their environmental friendliness than actually achieving it.

“Greenwashing manifests in various ways,” says Assoc. Prof. Oželienė. At the product level, companies highlight certain ‘green’ features while hiding harmful elements. For example, “The ‘PlantBottle’ is marketed as sustainable, yet bioplastics often involve significant environmental costs.” Process-oriented claims, like emphasising compliance with regulations, are another tactic. “Labels such as ‘CFC-free’ merely reflect adherence to legal norms, not innovation,” she explains.

At the organisational level, companies craft a sustainable corporate image while failing to address real environmental issues. “Oil companies often portray themselves as renewable energy leaders while continuing to expand fossil fuel exploration,” she adds.

The impact of greenwashing

“Misleading claims undermine trust in genuine environmental initiatives and deter progress,” argues Assoc. Prof. Oželienė. Researchers Han Chen, Shaniel Bernard, and Imran Rahman (2019) found that oversaturation of green claims diminishes their meaning and leads to consumer apathy toward sustainability.

Greenwashing harms businesses as well. “Fierce competition drives companies to prioritise marketing over real sustainability efforts, eroding public confidence and ethical business practices,” she says. Such tactics discourage consumers from supporting sustainable products and reduce their loyalty over time. “This scepticism ultimately impacts the broader sustainability movement,” she warns.

Recognising greenwashing tactics

Consumers encounter greenwashing in various forms, from ambiguous product-level claims to misleading sustainability reports. “Organisational-level claims often showcase positive information while omitting critical data,” says Assoc. Prof. Oželienė. Businesses frequently make vague promises, such as ‘we aim for zero emissions,’ without offering measurable results.

Product-level greenwashing often involves exaggerating environmental benefits. “Terms like ‘100% natural’ or ‘eco-friendly’ lack standard definitions and are frequently untrue,” she explains. Similarly, visuals – such as green packaging or images of nature – create an illusion of sustainability without evidence.

“Consumers should scrutinise claims,” advises Assoc. Prof. Oželienė. For instance, eco-labels that suggest third-party verification might lack actual certification. “Bold statements in advertisements can distract from harmful environmental practices,” she adds.

Solutions and consumer empowerment

The EU Green Claims Directive offers hope for addressing these issues. “By penalising misleading claims, it aims to ensure transparency and rebuild trust,” says Assoc. Prof. Oželienė. This regulatory framework will help consumers identify genuinely sustainable products and hold businesses accountable.

To avoid being misled, consumers should:

• Verify claims by seeking factual evidence
• Look beyond marketing visuals
• Question overly ambitious promises without clear data

“Greater awareness and stricter regulations are essential for combating greenwashing and fostering true sustainability,” concludes Assoc. Prof. Oželienė.