Greenwashing Versus Genuine Sustainability Marketing

Differentiating greenwashing from genuine sustainability marketing in a global business environment has become increasingly imperative in today's context. To address this, the chapter explores the history, typologies, tactics, and motivations of greenwashing, illustrating how misleading practices erode trust, distort competition, and create reputational, ethical, financial, and regulatory risks. In contrast, genuine sustainability marketing is presented as transparent, measurable, and strategically aligned. Regulatory frameworks such as the EU Green Claims Directive and the FTC Green Guides, along with analytical approaches like the “Seven Sins of Greenwashing” and ISO standards, provide tools to distinguish authenticity from deception. The chapter concludes with a call for shared responsibility among firms, regulators, NGOs, and consumers to strengthen credible sustainability marketing that effectively addresses pressing social and environmental challenges.