From Greenwashing Scandals to Sustainable Leadership

This chapter explores the critical issue of greenwashing in corporate sustainability communication, emphasizing consumer understanding, lasting effects, and ethical marketing leadership. It examines notable international instances of greenwashing, highlighting companies that transitioned from deceptive advertising to genuine sustainability, while recognizing that consumers often distrust corporate environmental claims. A key survey of 300 city consumers, included in the chapter, showed that although consumers are highly aware of greenwashing, their capability to recognize misleading advertising is quite limited. Based on these results, this chapter offers a strategic framework for ethical sustainability communication, stressing accountability, openness, and stakeholder involvement. It gives actionable suggestions for lawmakers and marketers on developing credible environmental stories, navigating a constantly expanding sustainability market, and avoiding possible legal and image-related risks.