When Sustainability Goes Wrong

Abstract

Based on a conceptual discussion, this chapter focused on current consumer behavior, with a special emphasis on its relationship with sustainability, and on the recent sustainable practices of companies. Through the analysis of these two pillars, this narrative review aimed to frame sustainability and emphasize the greenwashing processes that take place in this context. To this end, some reasons why sustainability has been a major subject of debate in recent decades and also evidence on consumer behavior about this discussion were pointed out. The role of companies was also outlined – through corporate social responsibility practices – bridging the issue of greenwashing. As a negative aspect associated with sustainability, greenwashing was observed in depth, with a special focus on the digital environment, and in the context of marketing and influence.

Clicks with Impact: Measuring the Power of Consumer Choices in Sustainable E-commerce

“…The mapped the intellectual terrain, identified key trends, and uncovered insights into consumer behaviour and sustainable e-commerce dynamics [14]. The findings underscore the importance of understanding consumer choices in driving sustainability within the digital marketplace.…”