Greenwashing continues to grow globally. Consumers must be critical, favor real sustainability, and promote genuine practices in business and consumption.

Greenwashing is a practice in which companies and organizations present themselves as environmentally responsible, sustainable, or ethical, when in fact they are not. This strategy seeks to capitalize on growing environmental awareness and attract consumers who value sustainability. Although greenwashing is not unique to any country, in the Peruvian context, where biodiversity is rich and environmental concerns are significant, this practice has gained notoriety. This article explores the phenomenon of greenwashing in Peru, its implications and how consumers can discern genuinely sustainable actions from merely cosmetic ones.

The Rise of Greenwashing in Peru

In recent years, Peru has witnessed an increase in environmental awareness and demand for sustainable products and services. This has led to an increase in the number of companies seeking to present themselves as environmentally friendly in order to appeal to these sustainability-conscious consumers.
Companies in a variety of sectors, from fashion to food to tourism, have resorted to greenwashing as a marketing strategy. They use terms such as “eco-friendly,” “organic,” or “natural” in their products and advertising campaigns, often without providing solid evidence of genuine sustainable practices.

Implications of Greenwashing

Greenwashing has significant implications for both consumers and the environment:

  • Consumer Deception: Consumers can be misled into believing that they are making more sustainable choices than they really are. This undermines consumer confidence and makes it difficult to make informed decisions.
  • Disincentive to Real Sustainability: Companies that engage in greenwashing may be less motivated to make substantial changes toward more sustainable practices if they perceive that they can benefit simply through the appearance of sustainability.
  • Environmental Damage: If companies fail to deliver on their sustainability promises and continue to operate in an unsustainable manner, this can have a negative impact on the environment.

How Consumers Can Detect Greenwashing

Consumers can take steps to avoid falling into greenwashing traps:

  • Investigate: Research a company’s sustainability claims. Look for evidence of genuine environmental practices and policies, such as third-party certifications and transparency in their reporting.
  • Read Labels: Carefully examine labels and product information. Vague or generic claims, such as “environmentally friendly,” without specific details, can be signs of greenwashing.
  • Compare Products: Compare similar products from different brands in terms of sustainability. Notable differences may indicate actual sustainability practices.


Greenwashing is a growing challenge in the Peruvian context and around the world. As consumers seek to make more sustainable choices, it is important that they are alert and critical of companies’ sustainability claims. Transparency and rigorous research are key to discerning between true sustainability and cosmetic marketing tactics. Ultimately, greenwashing is a reminder of the importance of promoting and supporting genuine sustainable practices in all areas of business and consumer life.

Dr. Luiggi Bazán Mesias

Dr. Luiggi Bazán Mesias

Lawyer - Intellectual Property and Consumer Protection Area

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