the increase in western consumers’ environmental interest is motivating companies to use sustainable and environmental arguments solely to increase sales. because environmental and sustainability issues are complex, it is also easy to mislead consumers. companies can use sustainability as a “marketing ploy” something that can be seen as greenwashing. greenwashing is the deceptive use of an eco-agenda in marketing strategies. it refers mostly to corporations that make efforts to clean up their reputation because of social pressure or for the purpose of financial gain.