The Green Paradox: When Sustainable Marketing Undermines Sustainability

Corporate sustainability claims have exploded in recent years, often amounting to more spectacle than substance. Eco‐certifications such as USDA Organic and Energy Star promise environmental responsibility but conceal gaps in oversight and enforcement. At the same time, brands layer certified credentials with vague buzzwords, “biodegradable,” “natural,” “green,” to tap into emotional appeals that hinge on a limited public understanding. Consumer research shows a willingness to pay premiums, yet real‐world impact frequently falls short. Case studies ranging from airline offset schemes to class‐action lawsuits against major fashion and beverage companies illustrate how the “green paradox” unfolds: enthusiastic shoppers meet performative marketing. Stronger regulatory frameworks, complete with standardized criteria, harsher penalties, and transparent disclosures, are needed to close loopholes. Educating shoppers to recognize credible labels and fostering independent audits will reinforce genuine eco‐commitment across industries. When consumers, industry, and regulators unite around clear standards, authentic sustainability will finally earn the trust it deserves.