Competence Area
Embracing Complexity Futures in Sustainability
e-Greenwashing
Key messages
E-Greenwashing is a deceptive online marketing tactic where companies falsely promote products or services as "green" or "sustainable" without genuine practices to support these claims.
Warning signs of e-greenwashing include vague language, lack of transparency, misleading green visuals, and highlighting minor "green" actions to distract from larger harmful practices.
E-greenwashing is harmful because it misleads consumers into supporting unsustainable practices, creates confusion, and erodes trust in truly sustainable brands.
Consumers can avoid falling for e-greenwashing by conducting thorough research, seeking credible certifications, choosing transparent brands, and questioning claims that seem "too green to be true.
Learning Objectives
Define e-greenwashing and explain why companies engage in this deceptive practice.
Identify specific warning signs and tactics used in e-greenwashing.
Understand the negative impacts of e-greenwashing on consumer trust and genuine sustainability efforts.
Learn and apply practical strategies to recognize and avoid e-greenwashing when shopping or engaging online.
Follow-up activity
No
Instructions to introduce the topic and deliver the video/presentation/micro resource
Introduce the resource: "Today, we're going to uncover 'E-Greenwashing,' a growing issue in the online space. This resource will help us understand what it is, why it happens, how to spot it, and most importantly, how to avoid being misled as conscious consumers. Present the "E-Greenwashing document. Go through each section, pausing to elaborate or ask brief questions:
What is e-Greenwashing?: Explain the definition as a form of online deception.
Why does e-Greenwashing happen?: Discuss the motivations behind it (image improvement, sales boost).
How can you recognize e-Greenwashing?: Detail the warning signs (vague words, lack of transparency, green visuals, distracting actions). Ask for examples the audience might have noticed.
Why is e-Greenwashing harmful?: Explain the negative consequences for consumers and for legitimate sustainable efforts.
How can we avoid falling for e-Greenwashing as consumers?: Focus on the actionable steps (research, proof, transparent brands, questioning).
Open the floor for questions and discussion.
Suggestions for discussions and activities after viewing the material
Discuss related and personal practices in small groups
Download
micro learning resources materials