Greenwashing: a rapid escape from sustainability or a slow transition?

Abstract

PurposeSome wrong methods have emerged in the form of greenwashing while on the way to becoming a green and sustainable brand or business. Recently, it has been questioned whether businesses or brands act by their green image. This study aims to determine whether greenwashing practices represent a slow transition to sustainability or a rapid escape.Design/methodology/approachThis study used secondary data sources and reviewed collected secondary sources. It was a qualitative study due to its methodology. The findings were mostly based on the author’s assumptions through review results.FindingsAs a result of the review of the literature and current sources, it was determined that there are two sides of greenwashing: a dark side and a white side. The dark side of greenwashing represented a rapid escape from sustainability and the white side of greenwashing represented a slow transition to sustainability. Positive and negative elements were summarized in the study and the study gave an original model showing two sides of greenwashing.Research limitations/implicationsThis study provides a viewpoint on greenwashing. This study is limited with its review results and used secondary data. Different approaches or different studies can explore different results for the related literature.Practical implicationsThe purpose of this study is not to justify companies or brands employing greenwashing. However, for a sustainable future, the contribution of manufacturers, businesses and brands as the supply side has a vital value. Therefore, it is recommended to criticize greenwashing by encouraging brands and companies that are trying to take more positive steps in the transition to sustainability.Social implicationsPolicymakers and individuals can improve the dark side of greenwashing. The biggest motive for sustainable production is the demand for green consumers. Accordingly, firms and brands will be sustainable and green in the long term in a good way as consumers and policymakers guide them in a good way.Originality/valueThis study gives an alternative view of greenwashing by comparing the dark side with the white side. The literature mostly expressed that greenwashing had bad implications but this study tried to find the good sides of greenwashing.