Chapter 4: The Role of Technology and Social Media in Exposing Greenwashing in the Shared Economy

This chapter undertakes a critical review of the significant role that technology and social media have played in unmasking greenwashing within the shared economy. Greenwashing refers to the practice by which companies mislead consumers by posing as environmentally friendly though in reality, they are not taking significant measures to be ecologically responsible. In a shared economy where the sharing of resources and peer-to-peer services is promoted, several companies brand themselves based on their so-called environmental benefits to attract consumers; usually, such branding is far from factual. This chapter will elaborate on how blockchain and artificial intelligence (AI) might be used to support the verification of green claims and follow up on the real sustainability performance of shared economy companies. It further explores the role of social media in enabling consumers, activists, and organizations to expose greenwashing by diffusing data, user experiences, and investigative results. This chapter will, through the use of real-life case analysis, show how technology equips consumers to make a difference between genuine sustainability initiatives and deceptive marketing. The discussion will close with guidance for shared economy businesses on ensuring the veracity of their environmental claims, as well as how consumers can use technology to demand genuine accountability in sustainability.