Marketing activities conducted by commercial enterprises aimed at creating medium- and long-term value through the fulfillment of their social and environmental responsibilities can be referred to as “sustainable marketing.” Particularly due to the recent changes in consumer behavior, the demand for environmentally friendly goods and services has increased, compelling businesses to adopt sustainable marketing strategies. However, several companies prefer to appear as if they are sustainable, rather than implementing sustainable policies and adopting green practices. This deceptive marketing strategy, known as greenwashing, involves businesses making exaggerated claims about their sustainability efforts, particularly regarding environmental issues. Due to the actions of businesses that engage in such practices, consumers develop a prejudice against sustainable and environmentally responsible activities. This distrust can lead to the failure or difficulties in achieving success for businesses with genuine sustainability goals.

This study will examine the negative effects of greenwashing on sustainable marketing and provide various recommendations. As mentioned above, the widespread prevalence of greenwashing-related business activities undermines consumers’ conscious consumption tendencies and intentions, casting a shadow on realistic efforts. It is crucial for commercial enterprises to adopt an honest, ethical, and transparent marketing approach across all their business processes. This can be achieved through the preparation of auditable and documented sustainability reports, as well as the development of robust and comprehensive communication strategies. This research will highlight the harm that greenwashing can inflict on businesses and consumers' sustainability attitudes and perceptions, and offer various solutions to ensure that sustainable marketing efforts become more strategic, effective, and reliable.