Is the ecological transition threatened by its own promises?

Faced with the accelerated degradation of the environment and the limits of traditional economic models, the idea of a green economy has emerged as a solution to reconcile growth, social well-being, and the preservation of nature. Promoted by international organizations, this approach proposes transforming production, energy, and consumption systems to reduce ecological risks while improving quality of life. However, its development is accompanied by a troubling phenomenon: greenwashing, a practice where companies or institutions misleadingly communicate about their environmental commitments without taking concrete action.

Greenwashing is not merely a communication issue. It is a strategy that distorts the perception of consumers, investors, and regulators, creating a gap between the projected image and the reality of environmental impacts. This phenomenon takes several forms, ranging from vague or exaggerated claims to the selective use of indicators to mask less virtuous practices. For example, a company may highlight a minor recycling initiative while maintaining highly polluting activities.

The green economy and greenwashing are linked by an ambiguous relationship. On one hand, the green economy provides a framework for rethinking development by integrating social and ecological objectives. On the other, the lack of clear definitions and strict control mechanisms allows some organizations to exploit this discourse for purely marketing purposes. Tools such as carbon taxes, green subsidies, or environmental standards can promote a real transition, but their effectiveness depends on the rigor of institutions and the transparency of evaluations.

The consequences of greenwashing are manifold. For consumers, the proliferation of misleading messages fuels distrust toward all ecological initiatives, including those that are sincere. In the markets, companies genuinely committed to transition find themselves at a disadvantage compared to those adopting superficial practices at lower cost. On a larger scale, greenwashing slows down the ecological transition by diverting attention and resources toward initiatives with no real impact.

Efforts to combat this phenomenon are underway. Regulators, particularly in Europe, are strengthening transparency and evidence requirements for environmental claims. Digital technologies, such as artificial intelligence, are beginning to be used to analyze sustainability reports and detect inconsistencies. Finally, consumers and investors are becoming more demanding, calling for tangible proof and consistency between words and actions.

However, the challenge remains significant. As long as independent verification mechanisms and regulatory frameworks are not sufficiently robust, greenwashing will continue to thrive. The credibility of the green economy will therefore depend on the collective ability to transform commitments into measurable and verifiable actions, and to penalize abuses. Without this, the ecological transition risks remaining a mere change in discourse, rather than a profound transformation of our production and consumption patterns.

Information and Sources

Scientific Reference

DOI: https://doi.org/10.53941/eem.2026.100007

Title: Green Economy and Greenwashing: A Critical Literature Review on the Paradoxes of Sustainable Transition

Journal: Ecological Economics and Management

Publisher: Scilight Press Pty Ltd

Authors: Javier Cifuentes-Faura