Overview
Greenwashing exaggerates or fabricates environmental performance; the term is credited to Jay Westerveld (1986). TerraChoice’s seven sins include hidden trade-offs, no proof, vagueness, irrelevance, lesser of two evils, fibbing and false labels. Typical cases are unsupported “carbon neutral” or “100% eco” labels and offset-only net-zero claims. Korea’s Environmental Technology and Industry Support Act bans false or exaggerated environmental labelling, and the Fair Trade Commission polices misleading ads; the EU’s Directive 2024/825 restricts generic green claims and offset-based neutrality claims. Check for specifics, recognised labels and third-party verification. See ESG management.
Frequently asked questions
- Is “eco-friendly” alone greenwashing?
- Vague, unsupported claims can be deemed misleading.
References
- TerraChoice. (2010). The Sins of Greenwashing: Home and Family Edition.
- Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87.
- 「환경기술 및 환경산업 지원법」(환경성 표시·광고 관련 규정), 「표시·광고의 공정화에 관한 법률」. 국가법령정보센터.
- Directive (EU) 2024/825 on empowering consumers for the green transition.