PACKAGING SUSTAINABILITY AND GREENWASHING

With the increasing role of packaging in circular economy and sustainable development agendas packaging manufacturers and users are faced with the on-going pressures to communicate to stakeholders how they develop, produce and apply ''greener'' packaging. Unfortunately, such communication is not always accurate and fair. False claims are on the rise increasing the potential to confuse even the most careful consumers. Different aspects of greenwashing are presented and discussed together with approaches how to avoid such practices. Although methodological tools like Life cycle assessment (LCA) can enable quantification of environmental burdens and impacts over the whole life cycle of a product, they can even increase the risk of greenwashing if poorly conducted or communicated. Same is true when packaging sustainability protocols and guidelines are followed in a too narrow way.