From Green Claims to Green Capability
When we visit a restaurant or café today, we have become accustomed to receiving a paper straw with our drink. This simple object carries a clear message: it is a more environmentally friendly choice than a plastic straw. The message is easily accepted because single-use plastic has long been a symbol of intractable waste problems. However, when the straw begins to soften after a few minutes of use, a more fundamental question arises. Does replacing plastic with paper automatically make it more environmentally friendly? Where does the raw material come from? Will the straw truly decompose more easily after disposal? Or is this merely a shift from one type of waste to another, while the root of the problem remains untouched?
Similar questions emerge when we see an electric vehicle on the road. The vehicle appears clean, silent, and emits no exhaust fumes. At first glance, electric cars and motorcycles seem far more environmentally friendly than petrol-powered vehicles. But is that really the case? What energy source generates the electricity used? What materials are the batteries made of, where are they mined, and how are they managed at the end of their life cycle? When a product is labelled environmentally friendly, what exactly is being promised? This is where the issue of greenwashing becomes relevant.
Generally, greenwashing is understood as the practice of using misleading marketing or labelling to make consumers believe that a product or a company’s operations are more environmentally friendly than they actually are. This practice is employed to attract increasingly environmentally conscious consumers while building a corporate image. The United Nations defines greenwashing as misleading the public into believing that a company or entity is doing more to protect the environment than it actually is. In line with this, the Green Claims Directive issued by the European Commission states that greenwashing is the practice of giving a false impression of a product’s environmental impact or benefits, potentially misleading consumers.
In daily life, greenwashing can take various forms. A product may be labelled eco-design, eco-friendly, or biodegradable without clear metrics or evidence. There is also the practice of selective disclosure, which highlights one environmentally friendly aspect while ignoring other environmental impacts. An example is the use of paper straws, which appear more environmentally friendly but lack explanation regarding the origin of the raw materials or how the waste will be managed. A similar phenomenon is widespread in the fashion industry. Products labelled made from recycled materials or campaigns supporting sustainability certainly create a positive impression. However, such information is insufficient. Consumers also have the right to know the percentage of recycled material used, how the production process is carried out, the conditions of the workers involved, and whether the product remains part of fast fashion practices that drive textile waste. One green attribute does not automatically make the entire system green. Greenwashing often arises from claims that are too simplistic, too attractive, or too quick to conclude that a product is sustainable. Paper straws and electric vehicles can indeed be part of the solution. Yet, without examining the entire process—from raw materials, energy use, and production to waste management and the supply chain—environmental claims risk being merely an impression rather than a reality.