ABSTRACT
This chapter investigates greenwashed (greenwashing) advertising and why it occurs, and examines how businesses use it and how it affects market participants. The starting point of the chapter is a discussion of ethical consumption and other values that underpin the development of green business strategies. Next, the chapter presents green marketing, green advertising, and typologies of advertising messages that use pro-environmental arguments. Then, it defines greenwashed (greenwashing) advertising and presents examples of greenwashed (greenwashing) advertising campaigns. The chapter concludes with a presentation of consumer reactions to greenwashing advertising and the sanctions faced by businesses found to be using greenwashing.
