The term Greenwashing was coined in the 1980s by environmentalist Jay Westerveld to describe misleading environmental claims made by corporations. It combines “green” (environmental concern) and “whitewashing” (covering up wrongdoing). In academic and managerial contexts, greenwashing is analyzed through corporate communication, CSR, and sustainability reporting studies. It reflects a growing tension between perceived and actual sustainability — a phenomenon that undermines trust, accountability, and stakeholder engagement. Scholars such as Delmas and Burbano (2011) describe it as the misalignment between external sustainability communication and internal performance, revealing the ethical limits of marketing when disconnected from authentic impact.

Greenwashing refers to the communication strategies and symbolic actions used by organizations to appear more environmentally sustainable than they truly are.

These strategies may include vague or exaggerated claims about environmental benefits, selective disclosure of information, misleading labels, or the use of nature-inspired imagery that evokes ecological responsibility without substantive change.

Greenwashing typically occurs when marketing efforts outpace real sustainability progress, resulting in a gap between narrative and practice.

In the era of Impact Marketing and Enlightened Management, greenwashing represents a critical risk: it erodes stakeholder trust, damages brand reputation, and obstructs the transition toward authentic sustainability.
Organizations that avoid greenwashing do so by embracing transparency, traceability, and third-party verification of their environmental performance, aligning communication with measurable action.

If a sportswear brand launches a “green” collection promoted as sustainable while continuing to use non-recyclable materials or underpaying labor in its supply chain, it exemplifies greenwashing — environmental messaging disconnected from ethical or systemic change. Conversely, companies that publish transparent sustainability data, certify supply chains, and commit to measurable carbon reduction demonstrate authentic environmental responsibility.