The Phenomenon of Greenwashing and its Impact on the Perception and Reality of Food Safety

Abstract

Greenwashing is the practice of making false or exaggerated claims about a product, service, or company to make it appear more environmentally friendly than it actually is. The term "greenwashing" comes from combining the words "green" (associated with environmentalism) and "whitewashing" (which means to cover up or hide something negative). The first clear examples of greenwashing appeared in the 1960s in the US. One example is the campaign by a hotel chain which, under the pretext of protecting the environment by saving water, asked guests to reuse their towels. In reality, the aim was to reduce laundry costs. In the 1980s, the term "greenwashing" entered public and media usage for good. Green markets, logos, and packaging are widespread. Many experts point out that these may just be a marketing ploy, suggesting that what is "green" is automatically "natural." However, not all companies that use such symbols can be accused of greenwashing. The main problem is the difficulty consumers have in distinguishing between a manufacturer with genuine sustainability practices and one that only pretends to comply with them. A study conducted in the Netherlands shows that the price of sustainable products is, on average, 75–85% higher than that of similar products without certification, which amplifies consumer scepticism and suspicion. To avoid confusion and protect consumers, there are a number of safety standards and certifications in the food sector, including: ISO 22000:2018 – applicable to all companies in the food sector, from production and distribution to storage and serving; ISO 9001:2015 – focused on organizational process management and customer satisfaction; SQF Standard – focused on product quality and food safety. The certifications obtained by organizations demonstrate that their products comply with the international standards required in the field. There are two bodies in the Republic of Moldova that inspect and certify agricultural products as organic: Certificat-Eco LLC and Control Union Dnjestr LLC. The list of certified farmers can be found on the website of the Ministry of Agriculture and Food Industry. However, holding an ecological certificate does not yet give Moldovan producers the right to apply a special ecological label on their packaging. This possibility will be regulated by a law that is due to come into force in April. Currently, only imported products on store shelves in the Republic of Moldova have organic labels. JEL: M14, M31, Q18, D18, Q56