What term is used for marketing practices that mislead consumers about the environmental performance of a company?

The term that refers to marketing practices designed to mislead consumers about the environmental performance of a company is known as greenwashing. This practice occurs when a company promotes itself as being more environmentally friendly than it actually is, often through misleading claims or superficial efforts. This can involve exaggerating the benefits of a product, using vague or misleading language, or focusing on minor positive attributes while ignoring significant negative impacts.

Greenwashing can undermine genuine sustainability efforts by creating customer confusion and eroding trust in brands. Consumers seeking to make environmentally responsible choices may be misled, believing they are supporting sustainable practices when, in fact, they are not. Understanding this concept is crucial for ethical procurement and supply management, as it encourages transparency and accountability within the market.