What is Consumer Advocacy

This chapter examines the evolution of greenwashing practices in corporate sustainability communications and the corresponding development of detection mechanisms. It traces the historical context of greenwashing, exploring its emergence, evolution, and prevalence in response to growing environmental concerns. The chapter also delves into various strategies employed by companies to deceive consumers with false or exaggerated claims of environmental responsibility. Additionally, it highlights the advancements in detection mechanisms, ranging from consumer vigilance and third-party audits to data analysis tools and regulatory interventions. Through this comprehensive analysis, the chapter offers insights into the evolving dynamics of greenwashing and the ongoing efforts to combat deceptive environmental marketing practices.