Research Information System
3. Bilsel Internatıonal Gordion Scıence Researches Congress, Ankara, Turkey, 6 - 07 July 2024, pp.554
The implementation of green production is of paramount importance for contemporary businesses, given the growing prevalence of sustainability and environmental awareness. In response to the growing importance of sustainability and environmental awareness, companies are turning to green production techniques that are eco-friendly and aim to use natural resources more efficiently while carrying out their production activities. This approach is designed to mitigate the adverse effects of intense global competition on the environment while satisfying consumer demand. Nevertheless, despite these encouraging developments, it would seem that some companies are exploiting this trend through the practice of "greenwashing".
This study aims to examine the greenwashing practices employed by companies in an attempt to create an eco-friendly image, and to raise awareness of this issue. Greenwashing refers to misleading marketing strategies used to cover up environmentally damaging practices. Such practices harm sustainability goals by preventing consumers from making informed choices. Products that are not truly sustainable are presented as eco-friendly through misleading marketing strategies, which prevent consumers from making conscious choices. A significant number of companies use vague terminology, unsubstantiated claims, or appealing nature-themed visuals in an attempt to convey the impression of sustainability. For instance, "all-natural" or "eco-friendly" are often used without standard definitions, abusing consumer trust. Additionally, green landscapes or symbols representing recycling on packaging often give rise to the misconception that the product in question is more sustainable than it is.
In general, greenwashing undermines genuine sustainability efforts and devalues green production. This situation weakens the competitiveness of companies that engage in genuinely eco-friendly sustainable production. In order to identify and prevent greenwashing, consumer awareness must first be increased. Additionally, effective government and independent third-party audits are required to increase companies' transparency and accountability. Consequently, by fostering conscious consumption and enforcing stringent regulations, the impact of greenwashing can be mitigated, enabling tangible progress towards a sustainable future.