'Greenwashing works': Consumers need better protection from misleading green claims, study warns

Michael Holder
clock • 3 min read
Credit: iStock
Image:

Credit: iStock

But Behavioural Insights team study finds that targeted interventions and education can reduce vulnerability to greenwash claims

Consumers are vulnerable to false or misleading claims about the environmental credentials of companies, products, and services, according to new research that underscores the need for stronger protections...

To continue reading this article...

Join BusinessGreen

In just a few clicks you can start your free BusinessGreen Lite membership for 12 months, providing you access to:

  • Three complimentary articles per month covering the latest real-time news, analysis, and opinion from Europe’s leading source of information on the Green economy and business
  • Receive important and breaking news stories via our daily news alert
  • Our weekly newsletter with the best of the week’s green business news and analysis

Join now

 

Already a BusinessGreen member?

Login

More on Marketing

'Misleading': Watchdog raps Aira and EDF over heat pump adverts

'Misleading': Watchdog raps Aira and EDF over heat pump adverts

ASA upholds complaints against Aira and EDF Energy, claiming pair failed to include government grant eligibility details in online heat pump adverts

Stuart Stone
clock 06 August 2025 • 6 min read
Overcoming the 'curiosity-scepticism' gap: What's the most effective way to advertise meat-alternative products?

Overcoming the 'curiosity-scepticism' gap: What's the most effective way to advertise meat-alternative products?

As cultivated meat edges closer to commercial reality two new reports examine how to best attract new consumers to sustainable alternatives to chicken, beef, pork and lamb

clock 30 July 2025 • 7 min read
Zoe Ruthven: 'Sustainability isn't about all of us doing everything perfectly'

Zoe Ruthven: 'Sustainability isn't about all of us doing everything perfectly'

Triodos Bank UK's director of marketing and communications discusses her journey from feeling her background wasn't 'green' enough to working at the forefront of sustainable finance

Stuart Stone
clock 29 July 2025 • 7 min read