A classic consumer protection study found that nearly all green marketing claims are either false or potentially misleading, leaving consumers at risk of greenwashing.
Greenwashing takes advantage of consumers' limited time to convince consumers the product is more sustainable than it really is, making people feel better about their products instead of making their products better.
Even though marketing studies show that 78% of Americans believe companies should be environmentally responsible, their efforts are often undermined by misleading marketing practices.
The FTC is beginning to hold companies accountable for false marketing claims, but progress is slow, with only a handful of cases pursued annually.
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