GREENWASHING: AN ANALYSIS OF ITS IMPACT, STRATEGIES, AND IMPLICATIONS

Greenwashing has become a significant concern in the context of sustainability discourse and corporate social responsibility (CSR) practices. It refers to the deceptive use of environmental claims by organizations to create a misleading perception of ecological responsibility. This paper provides a comprehensive examination of greenwashing by defining the concept, outlining its main types, and identifying the strategies most commonly employed by firms. The study further explores the consequences of greenwashing for consumers, businesses, and environmental outcomes, showing how it undermines trust, damages brand reputation, and slows down genuine progress toward sustainability goals. Drawing on an interdisciplinary body of research, the paper analyzes the current regulatory landscape, emphasizing both its limitations and the growing efforts by policymakers and international institutions to combat misleading environmental communication. Case studies from different industries are incorporated to illustrate the prevalence and societal impact of the phenomenon. Finally, practical recommendations are offered for consumers, businesses, and regulators to mitigate greenwashing more effectively.