COIMBRA – Research conducted by the Miguel Torga Higher Institute (ISMT) in Coimbra indicates that a majority of Portuguese consumers cease purchasing from brands caught misrepresenting their sustainable practices.
Upon recognizing instances of ‘greenwashing’—where companies make false environmental claims or misleading marketing assertions—Portuguese consumers pivot toward more ethical options, as reported by ISMT in a communication to the Lusa agency.
Among the brands most frequently associated with ‘greenwashing’ are Volkswagen, identified by nearly 40% of respondents, followed by EDP and Galp.
The findings highlight a significant breakdown in trust, leading to brand rejection and, in many cases, total abandonment.
Professor and ISMT researcher Célia Santos, who led the study in collaboration with Arnaldo Coelho from the University of Coimbra and Alzira Marques from the Polytechnic Institute of Leiria, stated, “Consumers are not merely disappointed; they are taking a strong stance against what they perceive as serious deception: the exploitative use of environmental issues for profit.”
“The inconsistency between a company’s claims and its actual environmental practices is unforgivable,” stressed Célia Santos.
The nationwide survey identified two key factors driving this consumer distancing: “green confusion,” which refers to the challenge of identifying genuinely sustainable products versus those merely marketed as such, and the rise of extreme negative sentiments labeled as “brand hate.”
The European Union (EU) continues to discuss the Ecological Claims Directive proposed by the European Commission in March 2023, part of the European Green Deal and consumer protection initiatives.
The European Parliament has approved the draft legislation, which is now awaiting final adoption from the EU Council, representing member states. (06/08/25)
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