Green claims, green washing and consumer protection in the European Union
| DOI | https://doi.org/10.1108/JFC-11-2021-0240 |
| Published date | 30 December 2021 |
| Date | 30 December 2021 |
| Pages | 143-153 |
| Subject Matter | Accounting & finance,Financial risk/company failure,Financial crime |
| Author | Gabriella Marcatajo |
Green claims, green washing and
consumer protection in the
European Union
Gabriella Marcatajo
DEMS, University of Palermo, Palermo, Italy
Abstract
Purpose –The purpose of this paper is to offer some reflection on the importance of reliable green
claims to encourage sustainable production. The role of market is fundamental. Businesses and
consumers are both involved in achieving environmental protection objectives.There is the real risk
of the phenomenon of so-called green washing or misleading marketing. The problem arises of
verifying the reliability of green claims to prevent competitive elements from become distorting
factors of competition.
Design/methodology/approach –Based on the analysis of a European programme, the author
shows how in Italy there isa dangerous lack of consumer protection. For this reason the European and
national authorities have provided that green claims must be true, reliable, verifia ble and comparable,
but it is necessary that consumers be protected, through a certification system that makes it possible
to certify the veracity of green claims. The problem is that a number of certification systems have
been adopted in Europe which undermine the competitiveness of the market for green products.
Findings –This work aims to identify the tools necessary to make green indications more reliable,
but above all to create a common methodology on which to base them. In this direction, companies
wishing to advertise the ecological characteristics of their products should be required to providet he
supporting demonstrations on the basis of a standard methodology assessing their actual
environmental impact.
Originality/value –This work will examine the problemof green washing and the importance of reliable
green claims for environmental protection.To the best of the author’s knowledge, this paper is theoriginal
work of the author and has not been submittedelsewhere for publication.
Keywords Environment, Green claims, Greenwashing, Consumer protection,
Sustainable production, Market, Information
Paper type Research paper
Introduction: green claims, sustainable production and the risk of green
washing
Nowadays we often see and hear so-called “green brands”use wording such as
“biodegradable”,“eco-sustainable”,“environmentally friendly”,“with reduced
environmental impact”and “eco-friendly”to influence consumer choices by making them
feel that their purchases of these sustainable products are making the world a better place
thus conditioning the market.
Because of the increase in these so-called green brands, the problem arises of verifying
the reliability of green claims to prevent competitive elements from become distorting
factors of competition,generating the phenomenon of so-called green washing or misleading
marketing.
In this direction, the European and national authorities have provided that greenclaims
must be true, reliable, verifiableand comparable.
Green claims,
green washing
143
Journalof Financial Crime
Vol.30 No. 1, 2023
pp. 143-153
© Emerald Publishing Limited
1359-0790
DOI 10.1108/JFC-11-2021-0240
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