Forms, consequences and regulation of greenwashing

This thesis aims to explore the phenomenon of greenwashing, analyzing its historical evolution, its different forms, and its impact on various industries. Starting from the roots and rationale behind greenwashing, it examines how companies have progressively developed deceptive strategies to promote an image of sustainability, often without a real commitment in practice. After providing a theoretical framework on the topic, representative examples of these practices are illustrated through case studies from key sectors, focusing on those contexts where greenwashing is more prevalent and has harmful effects. The thesis also analyzes greenwashing's consequences from a dual perspective: its social and environmental impact, and the repercussions on those who employ these practices. The analysis continues by examining the regulatory framework aimed at countering the phenomenon, comparing specific regulations such as the European Union Directive, as well as more general legal principles, such as legislation against misleading advertising and financial transparency. discussing initiatives in various jurisdictions are highlighted. Finally, the thesis concludes with a chapter focused on artificial intelligence as a tool for identifying greenwashing practices alongside traditional regulation.