Sustainability, Green Marketing and Greenwashing: A Conceptual Review
DOI:
https://doi.org/10.5281/zenodo.18070302Keywords:
Yeşil Pazarlama, Yeşil Aklama, Sürdürülebilirlik.Abstract
This study aims to conceptually examine the relationship between sustainability, green marketing, and greenwashing by evaluating the consistency between companies’ environmental claims and their actual practices. The research is based on descriptive literature review covering studies published between 2000 and 2024. Findings indicate that while sustainability discourse has become a strategic asset for companies, it is increasingly used as a tool for image management rather than genuine environmental performance. Green marketing activities positively influence consumer trust and brand reputation; however, when environmental claims are not supported by verifiable actions, the risk of greenwashing increases. The analysis also reveals that greenwashing generates generalized consumer skepticism, weakens confidence in corporate sustainability initiatives, and undermines the effectiveness of green marketing strategies. Furthermore, the study highlights the expanding forms of greenwashing within contemporary sustainability communication. Overall, the study clarifies the conceptual distinction between sustainability-driven marketing and misleading environmental communication, offering a comprehensive framework for understanding greenwashing practices. It emphasizes the need for transparent, measurable, and accountable sustainability communication to maintain consumer trust and support truly sustainable market transformation.
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