DIP: 18.02.S07/20251004 
DOI: 10.25215/2455/1004S07 
Abstract
The global rise of environmental changes, is becoming a socially responsible problem, which made companies to take significant efforts to convince customers that they are committed to sustainable developments and their practices, policies and products are environmentally friendly. Greenwashing is misleading practice when a company or organization spends more time and money on marketing themselves as environmentally friendly, than, on minimizing their environmental impact. The main objective of the paper is to understand the crisis of transparency and credibility of environmental sustainability communication by companies by disclosing the positive but not the negative aspects of environmental profile of companies. The companies use deceptive green marketing strategies, by use of exaggerated and false claims, by use of unverifiable words, like, ‘natural’, ‘green’, ‘eco-friendly’, ‘organic’, ‘non-toxic’ on labels and packaging. The paper intends to understand how the company, under study is accused of greenwashing by use of green advertisement as a tool to overstate or even falsify the minimization of environmental impacts of their product offerings. The risk of greenwashing causes confusion and scepticism among consumers, where, consumers are deceived by deceptive environmental advertisements and misleading environmental claims. The paper studies the effects of sustainability reporting by Coco Cola Company being influenced by greenwashing practice in discharging their accountability to internal and external stakeholders groups in order to achieve their goal of environmental sustainability. The paper is initiated with the importance to regulate greenwash which misleads consumers by nature evoking elements in advertisement to artificially enhance a brand’s ecological image. The study tries to investigate the companies’ commitment to environmental responsibility by different organizations like, regulatory bodies, social activist groups, environmental organizations and NGOs who see greenwashing as negative environmental campaign to disclose them as good corporate citizen. The study finds that, greenwashing must be stopped and false claims must be transparent and backed by third-party certifications to portray them as environmentally ethical.
The author(s) appreciates all those who participated in the study and helped to facilitate the research process. 
The author(s) declared no conflict of interest. 
ISSN 2455-670X