Greenwashing
Miguel Nicolás
09/07/2021
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Let´s add a very controversial term to our eCommerce dictionary. We are going to explain what greenwashing is and how it is always a bad practice to avoid.
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The importance of sustainability and all things related to eco-friendly in eCommerce and the business world in general is growing with each passing day. It is something in the public domain that companies are beginning to have burned in their minds.
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What is greenwashing?
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It can be defined as the use of a green sales pitch that is either not real or is intentionally misrepresented and misinterpreted.Consumers have a very strong environmental awareness and, therefore, being "green" can be considered a competitive advantage over other brands.It is also a strategy that can be implemented for reputation purposes. In the event of having a negative image with the consumer as a result of any kind of crisis, an attempt is made to make up and clean the image by using these tactics.
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The rebound effect of greenwashing
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In addition to being questionable from an ethical point of view, the use of greenwashing entails some risks that should not be underestimated.We are referring to the rebound effect it can have on our target audience when the veracity of the arguments we are putting forward is disputed with objective data. The public's reaction can leave us in a much worse position than the one from which we started.