The Psychology Behind Greenwashing: Why We Fall for It
In 2022, fast-fashion brand Zara came under the spotlight for all the wrong reasons. It was accused of greenwashing when it introduced its limited-edition “sustainable clothing” line. Critics pointed out that highlighting one line of eco-friendly clothing while carrying on with its mass production was “greenwashing”.
Several brands have been caught engaging in such deceptive tactics since then. However, consumers mostly falter in their brand loyalty only for a while. And then they are back!
So why is it that we as consumers keep falling time and again for the same old tricks and gimmicks that businesses come up with? How do these companies manage to soothe our consciences so easily that we forgive and move on?
Let us try and unravel this mystery.
What is greenwashing?
Greenwashing is a deceptive marketing practice through which brands promote their products as environmentally friendly or sustainable. The term is a combination of "green” for eco-friendly, and "whitewashing," meaning covering up.
Companies engaging in greenwashing may exaggerate, mislead, and sometimes even fabricate claims about their eco-friendly practices. With the help of these “lies” they try and appeal to consumers who are increasingly concerned about environmental issues.
This is severely problematic. It misleads consumers, undermines genuine sustainability efforts, and allows companies to profit from false or exaggerated claims without making real environmental contributions.
Sustainable solutions have an emotional appeal to the heightened awareness of consumers. It gives them a feeling of pride and satisfaction that they have contributed towards the betterment of the environment. Businesses tend to target this feeling of gratification customers experience when shopping green.
And they succeed due to many reasons.
The Role of Marketing
Marketing of a product or brand plays a pivotal role in how the public perceives it. The use of appealing green visuals creates a positive impression of the product and this goes a long way in alleviating the concerns of eco-conscious buyers.
These brands have also learned the power of persuasive language. They casually use terms like "sustainable," "eco-friendly," and "organic" in their marketing. Such words are used loosely but are a sure way of triggering an emotional response.
By combining attractive visuals with cleverly chosen buzzwords, brands can create an aura of environmental responsibility. Consumers fall for these tactics unknowingly, happy in the belief that they have made the correct choice.
Consumer Biases
Sometimes shoppers have an in-built trust in certain brands and are ready to believe whatever is being advertised. These shoppers consciously seek out information that helps to further cement their faith in the brand’s sustainability. When their favourite company makes a “green claim”, the customers do not question it. They do not bother digging deep to verify these claims and accept the information conveniently.
Consumers are also sometimes overconfident in their ability to judge the brand’s claims. They are sure they are well-equipped to check if there is any type of deception by the business. But this is mostly not the case and they end up falling victim to the greenwashing brands.
Influence of Social Media
Social media rules our lives today. Any new trend that becomes viral creates a snowball effect which keeps garnering more and more of consumers’ attention.
Now that sustainability has also become a popular new social topic, many consumers also want to contribute to it. When they see friends and peers promoting “green” products and brands, they naturally want to follow suit. And they hardly ever question the evidence on display thinking that if the crowd trusts it, so will they.
And it goes without saying that greenwashing brands make use of this phenomenon to suit their interests.
FOMO
When everyone around you is part of a green movement (and sometimes also being judgy), it is easy to simply fall in with the crowd. If they trust a brand, why bother investigating the business’s legitimacy? Where there is social validation there is no need for research.
The “Fear of Missing Out” increases one’s desire to be part of eco-conscious trends. This social pressure demands consumers to choose these products as a way to stay relevant. They are then able to boast of their commitment to environmental causes, even when those claims may not be genuine.
The Easy Way Out
Investigating a company’s green claims is not that simple. Not everyone has the time and ability to check out supply chains or verify certifications. Most consumers are attracted by the simple eco-friendly solutions being offered. It is easier to read the product descriptions and accept the “green claims” at face value.
If these products are also being endorsed by other consumers, even better! People tend to trust the choices made by others and find it easier to follow suit.
Information Overload
Now that so many have decided to join the sustainability trend, everyone has something to say. All brands have tall claims and promises they publicise. They flood the market with flashy green labels, overwhelming customers with the choices they have on offer. These brands make it difficult for buyers to sift through everything and pick out the truly sustainable ones.
The confusion that ensues causes even well-intentioned customers to fall for greenwashing brands.
How to Spot Greenwashing?
Some steps can be taken by customers to spot and then avoid falling for greenwashing brands.
- When choosing an eco-friendly brand to buy from, look for third-party certifications.
- Make sure that the company’s sustainability practices are transparent.
- Avoid brands that have used buzzwords such as “green” or “natural” without backing them up with evidence.
- Check for full supply chain transparency.
- In the end, consider the company's long-term commitment to sustainable practices.
Final Word
The intentions of eco-friendly consumers are unquestionable. They have taken a step in the right direction and hope to make a difference. However, the overwhelming number of brands and products claiming to be sustainable and the overload of information make it quite challenging to sift through.
The key is to educate yourselves. Learn about truly sustainable practices and be wary. Only then can we distinguish between truly eco-friendly efforts and greenwashing.