This post is based on the following research:

(PDF) GREENWASHING: A Study on the Effects of Greenwashing on Consumer Perception and Trust Build-Up (researchgate.net)

Caring for the environment is becoming a core value for an increasing number of people. In a capitalist society, this means new ways to reach and influence a large number of customers. To guarantee themselves a piece of pie, many companies will do anything to convince customers that their product is eco-friendly. This is commonly known as greenwashing.

In this era of connectivity and ease of access to information, one would believe that customers are well armed against greenwashing. This is what Manvi Khandelwal attempted to find out with her research.

A group of 150 persons were asked a range of questions regarding greenwashing. Out of this group, only 25 were found not to have been victims of greenwashing. Manvi then proceeds to explain that consumers appear to have a good understanding of greenwashing, but that their buying behaviours tell a different story.

I can easily agree with Manvi’s conclusion. A lot of people want to do good by the environment, but often lack the knowledge and self-control to be as eco-friendly as they wish they were, me included. A simple example of how easy it is to be greenwashed: “Look at this new item I bought, it is all made of natural materials!”. Yes, the materials are probably natural, but the processes used to fabricate the object are most likely not eco-friendly. Sometimes people don’t realize at all the side effects of their actions. Such as consuming data. All those posts, pictures and videos need to be saved somewhere, and that somewhere is another computer. Each year, millions of tons of electronic wastes are generated, but that rarely gets talked about.

Even though it is obvious that greenwashing is bad and that things need to change, I am unsure of how it should be done. Laws can only go so far, especially in a world where countries have a hard time agreeing on anything. People always want more stuff for less money, in a shorter amount of time, with as many options as possible AND eco-friendly. It is not surprising that many companies resorted to greenwashing when faced with such demands.

I believe that the first step in the right direction starts with the customers. Don’t be in such a hurry to get what you want, and only buy what you really need. This would already greatly benefit the environment and would be easier to achieve rather than trying to control every company’s marketing.

Do you believe that companies should be held more accountable for their greenwashing practises? Or is it the customer’s responsibility to change its habits and influence the market?