Izvorni znanstveni članak
https://doi.org/10.54820/entrenova-2025-0084
Greenwashing, Eco-label Confusion, and the Postponement of the EU Green Claims Directive
Irena Žmak
orcid.org/0000-0001-7994-3615
; University of Zagreb, Faculty of Mechanical Engineering and Naval Architecture, Croatia
Lidija Ćurković
orcid.org/0000-0002-3212-277X
; University of Zagreb, Faculty of Mechanical Engineering and Naval Architecture, Croatia
Mihone Kerolli
; Public International Business College Mitrovica (IBCM), Faculty of Environment, Technology and IT, Kosovo
Gresa Ferri
; Public International Business College Mitrovica (IBCM), Faculty of Environment, Technology and IT, Kosovo
Sažetak
Climate change mitigation has placed increasing pressure on businesses to adopt sustainable practices, yet the absence of clear rules has led to widespread greenwashing, i.e., misleading claims about environmental benefits. This paper examines the evolution of EU policy responses, with particular focus on the proposed Green Claims Directive, designed to regulate and harmonise environmental claims across Member States. The analysis reviews the historical context of greenwashing, notable corporate scandals, and the rise of both mandatory and voluntary environmental labels such as the EU Energy Label, EU Ecolabel, and EMAS, which, while useful, contribute to consumer confusion due to their variety and inconsistent standards. The Directive aims to strengthen consumer trust by requiring third-party verification and transparent life cycle evidence for claims. However, its implementation faces obstacles, including political negotiations, industry resistance over costs, and concerns for micro-enterprises. Despite delays, the Directive is integral to the European Green Deal, as credible sustainability communication is essential for empowering consumers, ensuring market fairness, and accelerating the transition to a climate-neutral economy.
Ključne riječi
greenwashing; Green Claims Directive; environmental labelling; European Green Deal; LCA
Hrčak ID:
344919
URI
Datum izdavanja:
1.12.2025.
Posjeta: 132 *