Greenwashing is a deceptive marketing practice where companies falsely portray themselves or their products as environmentally friendly, often through exaggerated claims, selective disclosure, or misleading imagery. This undermines consumer trust and hinders genuine sustainability efforts. The practice has evolved since the 1980s, with regulatory bodies like the FTC and EU implementing frameworks to combat it, such as the Green Guides and the EU Green Claims Directive. Key drivers of greenwashing include consumer demand for green products, competitive pressures, and regulatory gaps. The impacts are significant, eroding consumer trust, slowing environmental progress, and leading to financial and reputational risks for companies. Digital compliance technologies, such as AI and blockchain, are emerging as powerful tools to detect and prevent greenwashing by enhancing transparency and accountability. Case studies like Volkswagen’s "clean diesel" scandal and H&M’s "Conscious Collection" highlight the prevalence and consequences of greenwashing, emphasizing the need for stricter regulations and corporate accountability.
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