Detecting greenwashing
| Indicators | How it happens |
|---|---|
| Hidden trade-off | Although products have only one or two green/eco-friendly attributes, firms/brands promote these products as purely green or sustainable |
| No proof | There should be supportive info or evidence showing real sustainable/green products |
| Vagueness | Using so broad environmental or unclear expressions for products is thought to be misleading |
| Irrelevance | Firms or brands mislead consumers about their green image and green products and influence consumer preference |
| Fibbing | If firms or brands make false environmental claims, it will be considered wrong behavior |
| Lesser of two evils | Firms can provide green products but product categories can mislead a consumer |
| False label | Some firms use false eco-labels for their products |
| Indicators | How it happens |
|---|---|
| Hidden trade-off | Although products have only one or two green/eco-friendly attributes, firms/brands promote these products as purely green or sustainable |
| No proof | There should be supportive info or evidence showing real sustainable/green products |
| Vagueness | Using so broad environmental or unclear expressions for products is thought to be misleading |
| Irrelevance | Firms or brands mislead consumers about their green image and green products and influence consumer preference |
| Fibbing | If firms or brands make false environmental claims, it will be considered wrong behavior |
| Lesser of two evils | Firms can provide green products but product categories can mislead a consumer |
| False label | Some firms use false eco-labels for their products |
Source(s): Adapted from TerraChoice Environmental Marketing (2007)
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