Date of Award

2024

Document Type

Dissertation/Thesis

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Nur-tegin, Kanybek

Abstract

This thesis examines greenwashing and other deceptive marketing techniques within the two areas of environmental concern and healthy living. In recent years, there has been an increase in consumer desire for sustainably sourced and natural ingredients. In order to keep up with the shift in demand, companies have implemented new strategies to project an image of ethical practices and clean products. However, sometimes these claims can be deceptive. This paper breaks down fraudulent marketing techniques into three categories: Misleading Imagery, Wording, and Certifications; Deceit Through Lack of Transparency and Informational Context; and Diversion. I provide examples of companies that employ these techniques and use primary-source data and peer-reviewed studies to highlight the difference between the company’s projected image and its actual characteristics. This study ultimately contributes to a better framework for understanding common specious claims used in the all-natural, organic, and sustainability fields in order to encourage consumers to reevaluate their purchasing decisions and hold corporations more accountable to their promises of improvement.

Comments

Thesis (B.A.)--Florida Atlantic University, Harriet L. Wilkes Honors College, 2024

Extent

51 p.

Identifier

FAUHT00289

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