Responding to the greenwashing phenomenon

Most companies worldwide invest in green marketing communications, which are considered environmentally friendly and socially engaged. Companies advertise their products as environmentally friendly to achieve better sales, profitability, image, and reputation. However, the reality behind the corporate environment is very disappointing. 95% of green products in Canada and the United States commit at least one of the sins of "greenwashing." At the same time, 66% of global consumers are willing to pay more for environmentally friendly products. When these consumers consider the companies as socially responsible, they are eager to buy products from these companies at a higher price. This strategy is called the greenwashing strategy.