Eco Illusions

Some businesses engage in "greenwashing" or "shared washing," creating a misleading eco-friendly image to deceive consumers into thinking their services are environmentally friendly. As people become more aware of their environmental impact, scrutiny of these deceptive practices in the shared economy has increased. This phenomenon skews public perception, making companies seem more environmentally conscious than they actually are.

Eco Illusions: Unmasking Greenwashing in the Shared Economy explores the trends, issues, practices, and models of greenwashing within the shared economy. This edited collection examines the strategic and operational tactics that companies use to promote misleading environmental claims and create eco-friendly images that may not reflect reality. Authors analyse how shared economy businesses employ greenwashing strategies to present themselves as environmentally conscious, even when their actions contradict their claims. The collection provides recommendations for establishing credible Environmental, Social, and Governance (ESG) standards and legal regulations. It also offers practical advice to stakeholders on how to verify green claims and encourages companies to adopt ethical practices and greater transparency in their operations.

By equipping readers with knowledge and practical tools to identify misleading environmental claims, Eco Illusions empowers stakeholders to advocate for more authentic and transparent business practices in the shared economy.

Pawan Kumar is Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, Punjab, India.

Sumesh S. Dadwal is Lecturer with Northumbria London Campus and Visiting Lecturer at University of West London and the University of Plymouth (London), UK.

Pooja Khanna is Associate Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, Punjab, India.

Rajesh Verma is Professor of Strategy at the Mittal School of Business, Lovely Professional University, India.

Gordon Bowen is Associate Professor at Anglia Ruskin University, UK.