We Keep Washing but it’s still not Clean: The Sticky Stains of Greenwashing
Chapter 4: Organic Viral Marketing and Social Media Trends
Interlinked with these themes of trust and influence is the tricky topic of greenwashing – the practice of making misleading claims about the environmental benefits of products or services.
The Persistent Problem of Greenwashing
Despite much attention, greenwashing remains an issue across industries including fashion, beauty and consumer goods as companies try to tap into environmentally minded consumers without making the real commitments to mitigating their impacts on the environment.
This is certainly still an issue in the seafood industry as well, where consumers around the world look for sustainability in their purchases, are increasingly aware of the impact of their choices and are torn between both positive marketing and negative seafood stories in the media or in entertainment.
Targeted Marketing
The rise of retail media platforms has provided brands with direct access to consumer data, allowing for targeted marketing – including towards environmentally conscious shoppers.
However, some companies exploit this data to position themselves as eco-friendly without fully committing to sustainable practices, thereby perpetuating greenwashing.
In response, there is an increasing demand for stricter regulations on sustainability claims in advertising. This is an area where the EU is taking the lead: having voted in favour of anti-greenwashing rules in January 2024, member states have until 2026 to incorporate the update into national laws.
The new rules apply to the durability of products as well as the claims made by companies. In this area, the European Parliament sums up its goal: ‘Natural, eco, environmentally-friendly... Many products have these labels, but very often those claims are not proven.
‘The EU wants to make sure that all information on a product’s impact on the environment, longevity, reparability, composition, production and usage is backed up by verifiable sources.’
Photo: Anastase Maragos / Unsplash
Consumer Trust
While greenwashing will soon become an issue of law for many, at the consumer level it again comes down to transparency, authenticity and trust.
Companies must avoid vague or exaggerated terms like ‘eco-friendly’ or ‘green’ unless supported by verifiable practices, remembering that consumer trust is much easier to break than it is to rebuild.
Photo: DallE 2025_01_07
Avoiding Greenwashing: Lessons from Consumer-Resilience Studies
To harness the benefits of green marketing without falling into the greenwashing trap, companies must cultivate genuine, transparent environmental claims that build and sustain consumer trust.
Wang et al. (2020) explore the consumer psychology surrounding greenwashing, revealing that green consumers exhibit a form of psychological resilience – a dynamic process of rebuilding trust after negative brand experiences.
This resilience process involves emotional, functional and legitimising factors, each of which contributes to a phased approach for effective, trustworthy environmental marketing.
1: Emotional Engagement
Photo: Pexels Ron Lach
1: Emotional Engagement
Emotional factors are crucial for initiating trust repair following greenwashing issues. Consumers seek sincerity and commitment – not just promises of change. An apology, especially one that admits previous missteps and communicates a clear commitment to improvement, is vital to reducing initial scepticism.
Wang’s study shows that emotional engagement must feel authentic and empathetic if it is to resonate. Brands should articulate not only their commitment to green goals but also empathise with consumer concerns regarding environmental responsibility.
2: Functional Clarity
Following the emotional response, consumers expect clear, functional improvements in product and service offerings. Brands can fulfil this expectation by actively investing in eco-friendly production processes, using sustainable materials and transparently documenting improvements.
Companies should highlight these actions in their communications, as functional benefits solidify a brand’s green commitment in the eyes of consumers and encourage lasting trust.
3: Legitimacy through Verification
Photo: Pexels Greta Hoffman
3: Legitimacy through Verification
As consumers move past initial emotional responses and evaluate long-term brand behaviour, they look for external validation. Eco-certifications and third-party labels are powerful legitimising tools that reinforce a brand’s environmental commitments and reduce perceived risks of greenwashing.
Transparent reporting on environmental impacts, such as carbon footprints or energy use, further builds consumer confidence by demonstrating adherence to established environmental standards.
4: Brand Transparency and Accountability
Wang’s study underscores the critical role of ongoing transparency in maintaining consumer trust post-greenwashing. Regular, transparent disclosures about environmental impacts, including updates on sustainable practices, help brands avoid the pitfalls of overstating or fabricating claims – core characteristics of greenwashing.
Consumers value honesty and are willing to forgive previous missteps if they feel companies are accountable and committed to continuous improvement.
