What is the relation between green marketing and greenwashing? 

Green marketing and greenwashing are interconnected concepts within the realm of environmental advertising, with the former aiming to highlight a company's commitment to environmental sustainability, and the latter representing a deceptive practice that can undermine this goal. Green marketing is inherently designed to communicate a company's environmental efforts and sustainable practices to consumers, aiming to improve brand image and consumer attitudes towards products or services by emphasizing ecological benefits . However, the increasing prevalence of greenwashing, where companies exaggerate or misrepresent the environmental benefits of their products, poses a significant challenge to the integrity of green marketing efforts . The relationship between these two concepts is complex. On one hand, green marketing seeks to leverage consumer demand for environmentally friendly products, as evidenced by corporations' active promotion of their environmental initiatives on social media . On the other hand, the phenomenon of greenwashing emerges as a byproduct of these marketing efforts, with companies often investing more in creating a green image rather than implementing genuine sustainable practices, particularly noted in industries such as fashion . This deceptive practice not only misleads consumers but also impacts brand credibility and trust, as perceived greenwashing negatively affects both directly and indirectly through increased green skepticism . Moreover, the effectiveness of green marketing can be diminished by greenwashing, as consumers become more adept at detecting such practices, potentially leading to a general skepticism towards environmental claims made by brands . Research has shown that greenwashing can indirectly affect green brand equity through mediators like green brand image and green trust, with consumer concern for the environment moderating these relationships . Furthermore, the legal framework, such as the Law of Repression of Unfair Competition, is being scrutinized for its adequacy in regulating misleading environmental advertising, indicating a growing recognition of the need to address greenwashing within the context of green marketing . In summary, while green marketing and greenwashing are intrinsically linked, the latter represents a significant risk to the credibility and effectiveness of environmental advertising efforts. It underscores the importance of transparency, non-deception, and genuine sustainable practices in maintaining the integrity of green marketing initiatives .

Análisis crítico de resoluciones del Indecopi en materia de publicidad medioambiental engañosa -greenwashing-

Green marketing adds value by promoting environmental aspects, but some companies deceive consumers about their environmental impact, known as greenwashing. The paper analyzes deceptive environmental advertising resolutions.

Dampak dari green marketing terhadap greenwashing, green confusion, dan green brand equity pada perusahaan fast food

Green marketing can influence greenwashing, leading to excessive product packaging and green confusion. It's crucial for fast-food companies to enhance eco-friendly strategies to build green brand equity.

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern

Greenwashing negatively impacts green brand equity indirectly through green brand image and green trust, while green concern moderates this relationship, as shown in the study.

From the Sins of Greenwashing to the Virtues of Green Marketing

Green marketing contrasts greenwashing by highlighting virtues over sins, emphasizing ethical communication in environmental contexts, as discussed in the paper.

Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing

Green marketing strategies positively influence green brand trust, addressing greenwashing concerns. The study explores consumer perceptions and the impact on purchasing intentions within sustainable development frameworks.

Greenwashing in business: examining the impact of deceptive environmental claims on consumer behavior and corporate accountability

Greenwashing distorts environmental claims to attract consumers, contrasting with genuine green marketing that promotes authentic eco-friendly practices, highlighting the deceptive nature of greenwashing in business practices.

Los efectos limitados del greenwashing en la actitud hacia las marcas comerciales

Green marketing aims to promote environmentally friendly practices, while greenwashing involves deceptive tactics to appear eco-friendly. The study found limited effects of greenwashing on attitudes towards brands.

Greenwashing versus Green Marketing in der Modeindustrie. Auswirkungen auf den Kaufentscheidungsprozess [Greenwashing versus Green Marketing in the Fashion Industry. The Impact on the Purchasing Decision-Making Process]

Green marketing involves genuine sustainability efforts, while greenwashing deceives consumers with false sustainability claims. Companies may opt for greenwashing over green marketing due to cost concerns.

From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media

Green marketing aims to promote environmental initiatives, but the study found that over 70% of global corporations' green advertising was misleading, indicating a prevalent issue of greenwashing in recent years.

Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective

Green marketing relates to greenwashing, where false environmental claims mislead consumers. Perceived greenwashing negatively impacts brand credibility, moderated by environmental concern, affecting consumer perceptions and brand outcomes.