Greenwashing is a misleading business technique that an organization uses to coax the public that the organization takes responsibility for the environment. “The aim of most business to apply the technique is to increase profits and market share regardless of the dangers involved” (TerraChoice Environmental Marketing Inc., 2007, Pg. 3). The tension that develops between the interest of the business and the public is that the consumers are likely to lose confidence in the products of the company.

Greenwashing affects the ability of the public to purchase particular items since they feel deluded through misinterpretation and false labeling. “The business that engages in the activities of greenwashing could face a legal penalty from the government protection acts since the business participated in false advertisement” (TerraChoice Environmental Marketing Inc., 2007, Pg. 5). The corporate image and the reputation of an organization and ultimately the business will not be able to address the expectations of the customers in the future. The challenge with greenwashing is that the consumers might find it difficult to distinguish between the organizations that are genuinely working to improve the environment and those that are greenwashing.

As a marketing executive, I will condemn deceiving the public on the policies. The policy adversely affects the brand image of the products and in the process calls for an investigation into their technique. When the company cannot serve the expectations of the customers, it will lose the customers due to lack of trust.  The profits of the organization will be affected since the products will experience reduced sales. “The market shares of the company are affected, and this implies that the organizational, economic viability will be negatively impacted in the long run” (TerraChoice Environmental Marketing Inc., 2007, Pg. 9). To enhance the reputation of my company as a marketing executive, I will use a genuine procedure for advertisement and label the products correctly to avoid greenwashing. If any of our products can affect the environment, it will be recalled, or a public awareness will be created for environmental safety.

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