Greenwashing and Authentic Sustainability in the Workplace

Abstract

Greenwashing, the deceptive promotion of environmental responsibility, poses a challenge for organizations seeking genuine sustainability. Research explores how green HR practices can combat greenwashing and achieve authentic sustainability. Drawing on expert interviews, the research identifies key challenges organizations face in avoiding greenwashing, including lack of understanding of sustainability, short-term profit focus, internal departmental disconnects, consumer deception tactics, and fear of litigation. The research then explores how green HR practices can be a powerful tool for fostering authentic sustainability. Examples include green recruitment, training and development on sustainability, green performance management systems, and employee engagement initiatives. By strategically aligning green HR practices with specific SDGs, organizations can demonstrate a clear commitment to a more sustainable future. The chapter highlights the importance of leadership commitment, cross-departmental collaboration, and continuous improvement for successful green HR implementation.