Greenwashing (a compound word modelled on “whitewash”), also called “green sheen”, is a form of marketing spin in which green PR (green values) and green marketing are deceptively used to persuade the public that an organization’s products, aims and policies are environmentally friendly.
Critics of the practice suggest the rise of greenwashing, paired with ineffective regulation, contributes to consumer skepticism of all green claims, and diminishes the power of the consumer in driving companies toward greener solutions for manufacturing processes and business operations. Many corporate structures use greenwashing as a way to repair public perception of their brand. The structuring of corporate disclosure is often set up so as to maximize perceptions of legitimacy. However, a growing body of social and environmental accounting research finds, in the absence of external monitoring and verification, greenwashing strategies amount to corporate posturing and deception. Indeed, when a company decides to behave responsibly and adopt a sustainable development vision, it has to change its corporate culture in depth. An understanding and appropriation of the concept are necessary. It is not enough to integrate sustainable development into communication in order to persuade the consumer to buy.