{"id":9140,"date":"2024-08-14T09:17:54","date_gmt":"2024-08-14T08:17:54","guid":{"rendered":"https:\/\/www.sao-bio.fr\/blog\/?p=9140"},"modified":"2026-04-29T13:24:15","modified_gmt":"2026-04-29T12:24:15","slug":"c-est-quoi-le-green-washing","status":"publish","type":"post","link":"https:\/\/www.sao-bio.fr\/blog\/c-est-quoi-le-green-washing\/","title":{"rendered":"Le Greenwashing, c&rsquo;est quoi ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9140\" class=\"elementor elementor-9140\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5f157e85 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5f157e85\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-27cfa1ac\" data-id=\"27cfa1ac\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3649cfc3 elementor-widget elementor-widget-text-editor\" data-id=\"3649cfc3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 20-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p style=\"padding-bottom: 20px;\">Le terme <strong>\u00ab\u00a0greenwashing\u00a0\u00bb<\/strong>, apparu aux \u00c9tats-Unis \u00e0 la fin des ann\u00e9es 1980, d\u00e9signe les strat\u00e9gies utilis\u00e9es par des entreprises pour se faire passer \u00e0 tort pour plus \u00e9cologiques qu&rsquo;elles ne le sont r\u00e9ellement.<\/p><p>Ces entreprises affichent des <strong>arguments environnementaux<\/strong> dans leur communication, mais ceux-ci ne sont souvent pas soutenus par des actions concr\u00e8tes. L\u2019objectif est d\u2019am\u00e9liorer leur <strong>image de marque<\/strong> aux yeux des consommateurs soucieux de l\u2019environnement sans r\u00e9ellement s\u2019engager dans des pratiques durables.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7f5a94 elementor-widget elementor-widget-image\" data-id=\"d7f5a94\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 20-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/illustration-greenwashing.jpg\" class=\"attachment-large size-large wp-image-9148\" alt=\"illustration greenwashing\" srcset=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/illustration-greenwashing.jpg 1024w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/illustration-greenwashing-300x171.jpg 300w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/illustration-greenwashing-768x439.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61957c28 elementor-toc--minimized-on-desktop elementor-widget elementor-widget-table-of-contents\" data-id=\"61957c28\" data-element_type=\"widget\" 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.elementor-toc__toggle-button--collapse,.elementor-widget-table-of-contents:not(.elementor-toc--collapsed) .elementor-toc__toggle-button--expand{display:none}.elementor-widget-table-of-contents .elementor-widget-container{min-height:var(--box-min-height);border:var(--box-border-width,1px) solid var(--box-border-color,#a4afb7);border-radius:var(--box-border-radius,3px);background-color:var(--box-background-color);-webkit-transition:min-height .4s;-o-transition:min-height .4s;transition:min-height .4s;overflow:hidden}.elementor-toc__header{display:-webkit-box;display:-ms-flexbox;display:flex;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-box-pack:justify;-ms-flex-pack:justify;justify-content:space-between;padding:var(--box-padding,20px);background-color:var(--header-background-color);border-bottom:var(--separator-width,1px) solid 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.elementor-toc__list-wrapper{margin-top:.5em;margin-left:var(--nested-list-indent,1em)}.elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}.elementor-toc__list-item-text-wrapper{display:-webkit-box;display:-ms-flexbox;display:flex;-webkit-box-align:center;-ms-flex-align:center;align-items:center}.elementor-toc__list-item-text-wrapper:before,.elementor-toc__list-item-text-wrapper i{margin-right:8px;color:var(--marker-color)}.elementor-toc__list-item-text-wrapper svg{margin-right:8px;fill:var(--marker-color);height:var(--marker-size,.5em);width:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper i{font-size:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper:before{font-size:var(--marker-size,1em)}.elementor-toc--content-ellipsis .elementor-toc__list-item-text{white-space:nowrap;overflow:hidden;-o-text-overflow:ellipsis;text-overflow:ellipsis}.elementor-toc__list-items--collapsible>.elementor-toc__list-wrapper>.elementor-toc__list-item>.elementor-toc__list-wrapper{display:none}.elementor-toc__heading-anchor{position:absolute}.elementor-toc__body .elementor-toc__list-item-text{color:var(--item-text-color);-webkit-text-decoration:var(--item-text-decoration);text-decoration:var(--item-text-decoration)}.elementor-toc__body .elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__body .elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}ol.elementor-toc__list-wrapper{counter-reset:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item{counter-increment:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item-text-wrapper:before{content:counters(item,\".\") \". \"}<\/style>\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tSommaire\t\t\t<\/h4>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\"><i class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\"><i class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65fac4c0 elementor-widget elementor-widget-text-editor\" data-id=\"65fac4c0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Dans une soci\u00e9t\u00e9 o\u00f9 les\u00a0<strong>pr\u00e9occupations environnementales<\/strong>\u00a0sont de plus en plus pr\u00e9sentes, de nombreuses entreprises cherchent \u00e0 attirer une client\u00e8le d\u00e9sireuse de consommer de mani\u00e8re \u00e9thique et responsable. Cependant, toutes les entreprises ne jouent pas franc jeu. Certaines usent de techniques de communication trompeuses pour embellir leur image \u00e9cologique sans que leurs actions r\u00e9elles soient \u00e0 la hauteur des promesses faites.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bdb53ee elementor-widget elementor-widget-heading\" data-id=\"3bdb53ee\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 20-03-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Comment rep\u00e9rer le greenwashing ?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78566b0 elementor-widget elementor-widget-heading\" data-id=\"78566b0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Absence de preuves tangibles\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22c1d1f7 elementor-widget elementor-widget-text-editor\" data-id=\"22c1d1f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Souvent, les entreprises qui pratiquent le greenwashing n\u2019apportent aucune <strong>preuve solide<\/strong> de leurs actions \u00e9cologiques. Elles se contentent de slogans accrocheurs et de visuels verts sans fournir de certifications ou de donn\u00e9es v\u00e9rifiables sur leurs initiatives environnementales.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03265ac elementor-widget elementor-widget-heading\" data-id=\"03265ac\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">All\u00e9gations d\u00e9mesur\u00e9es<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4aa16da elementor-widget elementor-widget-text-editor\" data-id=\"4aa16da\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Les <strong>all\u00e9gations trop belles pour \u00eatre vraies<\/strong> sont un autre indicateur cl\u00e9. Par exemple, dire qu&rsquo;un produit est enti\u00e8rement durable sans expliquer comment il respecte cet engagement peut \u00eatre suspect.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-889f6a8 elementor-widget elementor-widget-heading\" data-id=\"889f6a8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Manque de transparence<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7319620 elementor-widget elementor-widget-text-editor\" data-id=\"7319620\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\tUne entreprise transparente partage ouvertement ses <strong>m\u00e9thodes de production<\/strong>, ses sources de mati\u00e8res premi\u00e8res et son impact environnemental. Le manque de transparence et les informations vagues ou non d\u00e9taill\u00e9es sont souvent signe de greenwashing.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-657fbd3 elementor-widget elementor-widget-heading\" data-id=\"657fbd3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Faux labels et certifications<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bd965d elementor-widget elementor-widget-text-editor\" data-id=\"3bd965d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">Certaines entreprises cr\u00e9ent leurs propres <strong>labels \u00e9cologiques sans v\u00e9rification externe<\/strong>, ce qui peut induire les consommateurs en erreur. Prenons l&rsquo;exemple du label \u00ab\u00a0Conscious\u00a0\u00bb de H&amp;M. Lanc\u00e9 en 2010, il pr\u00e9tendait identifier les v\u00eatements fabriqu\u00e9s avec des mat\u00e9riaux plus durables.<\/p><p>Cependant, en 2022, l&rsquo;Autorit\u00e9 norv\u00e9gienne de contr\u00f4le de la publicit\u00e9 a interdit \u00e0 H&amp;M d&rsquo;utiliser ce label, jugeant qu&rsquo;il manquait de transparence et de crit\u00e8res clairs. Ce cas illustre l&rsquo;importance de se m\u00e9fier des labels cr\u00e9\u00e9s par les marques elles-m\u00eames et de privil\u00e9gier les certifications ind\u00e9pendantes reconnues.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2150ef elementor-widget elementor-widget-heading\" data-id=\"c2150ef\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Utilisation de chiffres trompeurs<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fab09da elementor-widget elementor-widget-text-editor\" data-id=\"fab09da\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">Les entreprises peuvent <strong>manipuler les statistiques<\/strong> pour donner une image plus verte de leurs produits. Par exemple, une marque de v\u00eatements pourrait affirmer utiliser \u00ab\u00a050% de mat\u00e9riaux recycl\u00e9s\u00a0\u00bb dans sa nouvelle collection.<\/p><p>Mais en y regardant de plus pr\u00e8s, on pourrait d\u00e9couvrir que ce chiffre ne s&rsquo;applique qu&rsquo;\u00e0 une infime partie de leurs produits, ou seulement \u00e0 certains composants comme les \u00e9tiquettes. Il est crucial de toujours chercher le contexte complet derri\u00e8re les chiffres avanc\u00e9s.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2ba3257b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ba3257b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-558366ae\" data-id=\"558366ae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6832579f elementor-align-center elementor-widget elementor-widget-button\" data-id=\"6832579f\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/197-mode-ethique-bio-homme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR HOMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-343ef9ff\" data-id=\"343ef9ff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6666bb76 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"6666bb76\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/200-mode-ethique-bio-femme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR FEMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e3c6d7e elementor-widget elementor-widget-image\" data-id=\"4e3c6d7e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"500\" height=\"281\" src=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/examination-jim-carrey-1.gif\" class=\"attachment-large size-large wp-image-9152\" alt=\"gif d&#039;illustration, examination par jim carrey\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-530c2d55 elementor-widget elementor-widget-heading\" data-id=\"530c2d55\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2 exemples concrets de greenwashing<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d6e72b elementor-widget elementor-widget-heading\" data-id=\"5d6e72b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">H&M et sa collection \"Conscious\" :<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8708aaa elementor-widget elementor-widget-text-editor\" data-id=\"8708aaa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">En 2010, H&amp;M a lanc\u00e9 sa ligne \u00ab\u00a0Conscious\u00a0\u00bb, pr\u00e9sent\u00e9e comme une collection de v\u00eatements plus durables. Cependant, cette initiative a rapidement \u00e9t\u00e9 critiqu\u00e9e pour son manque de transparence. La marque n&rsquo;a jamais clairement d\u00e9fini ce qui rendait ces v\u00eatements plus \u00ab\u00a0conscients\u00a0\u00bb que les autres.<\/p>\nDe plus, alors que H&amp;M mettait en avant cette collection, elle continuait \u00e0 encourager la surconsommation avec son mod\u00e8le de fast fashion. En 2022, la situation a culmin\u00e9 lorsque l&rsquo;Autorit\u00e9 norv\u00e9gienne de contr\u00f4le de la publicit\u00e9 a interdit \u00e0 H&amp;M d&rsquo;utiliser ses tableaux de durabilit\u00e9, les jugeant trompeurs.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6278007 elementor-widget elementor-widget-heading\" data-id=\"6278007\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Shell et ses investissements \"verts\" :<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-725b576 elementor-widget elementor-widget-text-editor\" data-id=\"725b576\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">En 2020, Shell a fait une annonce retentissante : son intention de devenir une entreprise \u00e0 z\u00e9ro \u00e9mission nette d&rsquo;ici 2050. Cette d\u00e9claration a \u00e9t\u00e9 largement m\u00e9diatis\u00e9e et pr\u00e9sent\u00e9e comme un tournant pour l&rsquo;industrie p\u00e9troli\u00e8re. Cependant, un examen plus approfondi r\u00e9v\u00e8le une r\u00e9alit\u00e9 moins reluisante.<\/p><p style=\"padding-bottom: 20px;\">Bien que Shell ait effectivement augment\u00e9 ses investissements dans les \u00e9nergies renouvelables, ceux-ci ne repr\u00e9sentent qu&rsquo;une fraction de ses d\u00e9penses totales. En 2021, par exemple, Shell a investi environ 2 \u00e0 3 milliards de dollars dans les \u00e9nergies renouvelables, mais son budget total d&rsquo;investissement \u00e9tait d&rsquo;environ 20 milliards de dollars. La majeure partie de ses investissements reste donc consacr\u00e9e aux combustibles fossiles.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-464b2267 elementor-widget elementor-widget-image\" data-id=\"464b2267\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"340\" src=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/Greenwashing-pub-burger-king.png\" class=\"attachment-large size-large wp-image-9157\" alt=\"Pub de burger king illustrant le greenwashing\" srcset=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/Greenwashing-pub-burger-king.png 1000w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/Greenwashing-pub-burger-king-300x102.png 300w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/Greenwashing-pub-burger-king-768x261.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Exemple d'une publicit\u00e9 \u00e9pingl\u00e9e par l'ARPP, laissant croire que l'entreprise Burger King a choisi d'elle-m\u00eame de passer \u00e0 une vaisselle r\u00e9utilisable, alors qu'il s'agit en r\u00e9alit\u00e9 de l'obligation impos\u00e9e par la loi Agec du 1er janvier 2023.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdffbd6 elementor-widget elementor-widget-heading\" data-id=\"fdffbd6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">10 exemples de greenwashing pour aller plus loin<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15aa6efa elementor-widget elementor-widget-text-editor\" data-id=\"15aa6efa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\n \t<li style=\"padding-bottom: 20px;\"><strong>Volkswagen et le \u00ab\u00a0Dieselgate\u00a0\u00bb<\/strong> : En 2015, Volkswagen a \u00e9t\u00e9 accus\u00e9 d&rsquo;avoir d\u00e9lib\u00e9r\u00e9ment truqu\u00e9 les tests d&rsquo;\u00e9missions de ses v\u00e9hicules diesel, affichant des niveaux d&rsquo;\u00e9missions jusqu&rsquo;\u00e0 40 fois inf\u00e9rieurs \u00e0 la r\u00e9alit\u00e9 en conditions r\u00e9elles.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Total et sa campagne \u00ab\u00a0Committed to Better Energy\u00a0\u00bb<\/strong> : Malgr\u00e9 cette campagne pr\u00f4nant une \u00e9nergie \u00ab\u00a0meilleure\u00a0\u00bb, Total continue d&rsquo;investir massivement dans les \u00e9nergies fossiles, avec seulement une fraction minime de ses investissements dans les \u00e9nergies renouvelables.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Vinci Autoroutes et ses \u00ab\u00a0\u00e9co-ponts\u00a0\u00bb<\/strong> : L&rsquo;entreprise a largement communiqu\u00e9 sur la construction de passages pour la faune au-dessus des autoroutes, pr\u00e9sent\u00e9s comme une initiative \u00e9cologique majeure. En r\u00e9alit\u00e9, ces structures ne compensent que tr\u00e8s marginalement l&rsquo;impact environnemental massif des autoroutes sur la biodiversit\u00e9 et les \u00e9cosyst\u00e8mes.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Bouteilles d&rsquo;eau \u00ab\u00a0eco-con\u00e7ues\u00a0\u00bb de Cristaline<\/strong> : La marque a vant\u00e9 ses bouteilles comme \u00e9tant plus \u00e9cologiques car plus l\u00e9g\u00e8res, mais continue de produire des milliards de bouteilles en plastique \u00e0 usage unique, contribuant massivement \u00e0 la pollution plastique.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>L&rsquo;huile de palme \u00ab\u00a0durable\u00a0\u00bb de Nutella<\/strong> : Ferrero a affirm\u00e9 utiliser de l&rsquo;huile de palme 100% durable dans Nutella, occultant les probl\u00e8mes fondamentaux li\u00e9s \u00e0 la culture intensive du palmier \u00e0 huile, m\u00eame certifi\u00e9e.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Les lingettes \u00ab\u00a0biod\u00e9gradables\u00a0\u00bb<\/strong> : Plusieurs marques en France ont commercialis\u00e9 des lingettes dites \u00ab\u00a0biod\u00e9gradables\u00a0\u00bb, alors qu&rsquo;elles ne se d\u00e9gradent pas dans les conditions d&rsquo;un syst\u00e8me d&rsquo;\u00e9gouts et contribuent \u00e0 l&rsquo;obstruction des canalisations.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Ryanair, \u00ab\u00a0la compagnie a\u00e9rienne la plus verte d&rsquo;Europe\u00a0\u00bb<\/strong> : La compagnie low-cost s&rsquo;est autoproclam\u00e9e la plus \u00e9cologique d&rsquo;Europe, basant cette affirmation uniquement sur l&rsquo;efficacit\u00e9 par passager, ignorant totalement l&rsquo;impact global de l&rsquo;augmentation du trafic a\u00e9rien qu&rsquo;elle encourage.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Le \u00ab\u00a0papier\u00a0\u00bb plastifi\u00e9 de McDonald&rsquo;s<\/strong> : En France, McDonald&rsquo;s a vant\u00e9 le remplacement de ses pailles en plastique par des pailles en \u00ab\u00a0papier\u00a0\u00bb, alors que ces derni\u00e8res contiennent une couche de plastique les rendant non recyclables et non biod\u00e9gradables.<\/li>\n \t<li style=\"padding-bottom: 20px;\"><strong>Les capsules de caf\u00e9 \u00ab\u00a0\u00e9co-responsables\u00a0\u00bb<\/strong> : Plusieurs marques, dont Nespresso, ont promu des capsules de caf\u00e9 comme \u00e9tant \u00e9co-responsables car recyclables, alors que la majorit\u00e9 finit \u00e0 la poubelle et que leur production reste tr\u00e8s \u00e9nergivore.<\/li>\n \t<li><strong>L&rsquo;eau \u00ab\u00a0naturellement pure\u00a0\u00bb d&rsquo;\u00c9vian<\/strong> : La marque met en avant la puret\u00e9 naturelle de son eau et son engagement environnemental, occultant l&rsquo;impact \u00e9cologique massif de l&#8217;embouteillage et du transport de millions de bouteilles en plastique.<\/li>\n<\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a03dee elementor-widget elementor-widget-image\" data-id=\"3a03dee\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/bouteille-plastique-dans-eau-verte-et-poissons.jpg\" class=\"attachment-large size-large wp-image-9165\" alt=\"\" srcset=\"https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/bouteille-plastique-dans-eau-verte-et-poissons.jpg 1024w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/bouteille-plastique-dans-eau-verte-et-poissons-300x171.jpg 300w, https:\/\/www.sao-bio.fr\/blog\/wp-content\/uploads\/2024\/08\/bouteille-plastique-dans-eau-verte-et-poissons-768x439.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0e80276 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0e80276\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2e614b5\" data-id=\"2e614b5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36bc342 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"36bc342\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/197-mode-ethique-bio-homme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR FEMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3be83e4\" data-id=\"3be83e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d7203db elementor-align-center elementor-widget elementor-widget-button\" data-id=\"d7203db\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/200-mode-ethique-bio-femme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR FEMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dda3318 elementor-widget elementor-widget-heading\" data-id=\"4dda3318\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les impacts du greenwashing<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24aa6310 elementor-widget elementor-widget-heading\" data-id=\"24aa6310\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">La perte de confiance des consommateurs<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30635656 elementor-widget elementor-widget-text-editor\" data-id=\"30635656\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">Lorsque les consommateurs d\u00e9couvrent les pratiques trompeuses des entreprises, cela entra\u00eene bien souvent une <strong>m\u00e9fiance g\u00e9n\u00e9ralis\u00e9e<\/strong> envers les affirmations environnementales, p\u00e9nalisant m\u00eame les entreprises v\u00e9ritablement responsables.<\/p><p style=\"padding-bottom: 20px;\">Ce ph\u00e9nom\u00e8ne, parfois appel\u00e9 \u00ab\u00a0green fatigue\u00a0\u00bb, peut avoir des cons\u00e9quences durables sur le comportement des consommateurs. Par exemple, une \u00e9tude men\u00e9e par TrustWeave en 2022 a r\u00e9v\u00e9l\u00e9 que <strong>65% des consommateurs se sentent d\u00e9pass\u00e9s par la multitude de labels<\/strong> \u00e9cologiques, et que 48% d&rsquo;entre eux ont du mal \u00e0 faire confiance aux all\u00e9gations environnementales des marques.<\/p><p style=\"padding-bottom: 20px;\">De plus, certains produits pr\u00e9sent\u00e9s comme \u00ab\u00a0naturels\u00a0\u00bb ou \u00ab\u00a0\u00e9cologiques\u00a0\u00bb peuvent en r\u00e9alit\u00e9 contenir des substances nocives pour la sant\u00e9, <strong>trompant les consommateurs<\/strong> soucieux de leur bien-\u00eatre.<\/p><p>Pour les consommateurs, c&rsquo;est la double peine, les produits pr\u00e9sent\u00e9s comme \u00e9cologiques sont <strong>souvent plus chers<\/strong>. Si ces all\u00e9gations sont fausses, cela p\u00e9nalise injustement les consommateurs qui font l&rsquo;effort d&rsquo;acheter \u00ab\u00a0responsable\u00a0\u00bb.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-20db7861 elementor-widget elementor-widget-heading\" data-id=\"20db7861\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Frein au changement v\u00e9ritable<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d660892 elementor-widget elementor-widget-text-editor\" data-id=\"2d660892\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">Le greenwashing d\u00e9tourne l\u2019attention des probl\u00e8mes environnementaux urgents en focalisant le d\u00e9bat sur des actions superficielles. Cela <strong>retarde les changements n\u00e9cessaires<\/strong> dans les comportements et politiques institutionnelles. Le greenwashing peut avoir un effet pervers sur l&rsquo;innovation en mati\u00e8re de durabilit\u00e9. Les entreprises qui investissent du temps, de l&rsquo;argent et des ressources dans le d\u00e9veloppement de v\u00e9ritables solutions \u00e9cologiques peuvent se retrouver d\u00e9savantag\u00e9es sur le march\u00e9.<\/p><p>Elles font face \u00e0 une <strong>concurrence d\u00e9loyale<\/strong> de la part d&rsquo;entreprises qui se contentent de communication trompeuse, souvent moins co\u00fbteuse et plus rapide \u00e0 mettre en place.<br \/>Par exemple, une petite entreprise textile qui investit dans le d\u00e9veloppement de nouveaux proc\u00e9d\u00e9s de teinture \u00e9cologique pourrait avoir du mal \u00e0 se faire une place sur le march\u00e9 face \u00e0 de grandes marques qui se contentent de qualifier leurs produits d'\u00a0\u00bb\u00e9co-friendly\u00a0\u00bb sans r\u00e9elle justification. \u00c0 long terme, cette situation peut d\u00e9courager l&rsquo;innovation et ralentir le progr\u00e8s vers une v\u00e9ritable durabilit\u00e9 dans l&rsquo;industrie.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a3338e7 elementor-widget elementor-widget-heading\" data-id=\"2a3338e7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Impact l\u00e9gislatif<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c03fb08 elementor-widget elementor-widget-text-editor\" data-id=\"c03fb08\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"padding-bottom: 20px;\">Pouss\u00e9es par les plaintes des consommateurs et des ONG, les lois deviennent de plus en plus strictes pour encadrer et sanctionner les pratiques de greenwashing. La France, par exemple, a consid\u00e9rablement augment\u00e9 les amendes pour ces pratiques trompeuses. La loi <strong>Climat et R\u00e9silience de 2021<\/strong> pr\u00e9voit des sanctions pouvant aller jusqu&rsquo;\u00e0 80% des d\u00e9penses engag\u00e9es pour la publicit\u00e9 comportant des all\u00e9gations environnementales mensong\u00e8res.<\/p><p>Au niveau europ\u00e9en, la Commission travaille sur une directive <strong>\u00ab\u00a0Green Claims\u00a0\u00bb<\/strong> qui vise \u00e0 obliger les entreprises \u00e0 prouver scientifiquement leurs all\u00e9gations environnementales avant de les utiliser dans leur communication. Ces \u00e9volutions l\u00e9gislatives t\u00e9moignent de l&rsquo;importance croissante accord\u00e9e \u00e0 la lutte contre le greenwashing et pourraient \u00e0 terme transformer radicalement la communication environnementale des entreprises.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57fb13be elementor-widget elementor-widget-heading\" data-id=\"57fb13be\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Solutions pour \u00e9viter et combattre le greenwashing<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-207ae5a elementor-widget elementor-widget-heading\" data-id=\"207ae5a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Choisir des labels certifi\u00e9s chez des marques \u00e9thiques<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-673bdf94 elementor-widget elementor-widget-text-editor\" data-id=\"673bdf94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Pour contrer le greenwashing, renseignez-vous sur les <strong>labels \u00e9cologiques reconnus internationalement<\/strong> comme Global Organic Textile Standard (<strong>GOTS<\/strong>) pour les v\u00eatements, ou <strong>AB<\/strong> pour les produits alimentaires. Assurez-vous que ces labels sont effectivement accr\u00e9dit\u00e9s par des organismes ind\u00e9pendants.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76a68dd8 elementor-widget elementor-widget-heading\" data-id=\"76a68dd8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Favoriser la transparence et la tra\u00e7abilit\u00e9<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c1aee89 elementor-widget elementor-widget-text-editor\" data-id=\"1c1aee89\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Privil\u00e9giez les entreprises qui partagent ouvertement leurs <strong>processus de production<\/strong>, la provenance de leurs mati\u00e8res premi\u00e8res, et leur impact environnemental global. Un haut degr\u00e9 de transparence est souvent signe de bonnes pratiques.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6f0ac2 elementor-widget elementor-widget-heading\" data-id=\"f6f0ac2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Se tourner vers des entreprises locales<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a4180b7 elementor-widget elementor-widget-text-editor\" data-id=\"7a4180b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>De nombreuses petites marques artisanales mettent en avant des <strong>produits locaux<\/strong>, avec une empreinte carbone r\u00e9duite, et des cycles de production vertueux. Encourager ces initiatives permet de lutter contre la fast fashion et ses d\u00e9rives.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b0f283 elementor-widget elementor-widget-text-editor\" data-id=\"0b0f283\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Face au greenwashing, il est essentiel d&rsquo;adopter une <strong>consommation consciente et inform\u00e9e<\/strong>. Les consommateurs jouent un r\u00f4le crucial dans ce combat en exigeant plus de transparence et de sinc\u00e9rit\u00e9 de la part des entreprises. De leur c\u00f4t\u00e9, les l\u00e9gislateurs doivent poursuivre leurs efforts pour renforcer les r\u00e9gulations et prot\u00e9ger les consommateurs de ces pratiques trompeuses. Ensemble, nous pouvons poser les bases d\u2019un march\u00e9 vraiment respectueux de l\u2019environnement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-685da7e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"685da7e0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8904ed5\" data-id=\"8904ed5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-474d38ea elementor-align-center elementor-widget elementor-widget-button\" data-id=\"474d38ea\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/197-mode-ethique-bio-homme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR FEMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-66d6f51f\" data-id=\"66d6f51f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60b5af9e elementor-align-center elementor-widget elementor-widget-button\" data-id=\"60b5af9e\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"\/200-mode-ethique-bio-femme\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-right-arrow1\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">BOUTIQUE DE MODE \u00c9THIQUE POUR FEMME<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le terme \u00ab\u00a0greenwashing\u00a0\u00bb, apparu aux \u00c9tats-Unis \u00e0 la fin des ann\u00e9es 1980, d\u00e9signe les strat\u00e9gies utilis\u00e9es par des entreprises pour se faire passer \u00e0 tort pour plus \u00e9cologiques qu&rsquo;elles ne le sont r\u00e9ellement. Ces entreprises affichent des arguments environnementaux dans leur communication, mais ceux-ci ne sont souvent pas soutenus par des actions concr\u00e8tes. L\u2019objectif est &hellip;<\/p>\n","protected":false},"author":2,"featured_media":9144,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[45],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.8 (Yoast SEO v22.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le Greenwashing, c&#039;est quoi ?<\/title>\n<meta name=\"description\" content=\"Le greenwashing est une strat\u00e9gie de marketing trompeuse o\u00f9 une entreprise se pr\u00e9sente comme \u00e9cologiquement responsable sans l&#039;\u00eatre r\u00e9ellement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sao-bio.fr\/blog\/c-est-quoi-le-green-washing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" 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