Greenwashing in Water Treatment: Persuasive Knowledge, Confirmation Bias, and Media Trust

Abstract Greenwashing—where companies project an unsubstantiated or misleading image of environmental responsibility—has become increasingly common in the water treatment sector. This paper examines how brands employ persuasive knowledge, leverage confirmation bias, and exploit media trust to enhance brand image and boost consumer trust. Drawing on an extensive literature review of studies covering greenwashing strategies, cognitive biases, and the role of media credibility, we analyze why many corporations succeed—at least in the short term—in cultivating a faux eco-friendly reputation. Case studies from both bottled water brands and municipal water utilities highlight how selective disclosure and deceptive messaging can temporarily bolster consumer perceptions. However, when these claims are exposed as hollow, the resulting backlash erodes brand trust and calls into question the legitimacy of sustainability marketing as a whole. The paper concludes with recommendations for corporations, regulators, and consumers on mitigating greenwashing’s harmful effects on trust and ethical business practices