The Seven Sins of Greenwashing
TerraChoice's taxonomy of environmental deception
Your Progress
Section 2 of 5The Framework
In 2007, TerraChoice Environmental Marketing studied over 1,000 consumer products making environmental claims. They found that 99% committed at least one of seven patterns of deception. These "Seven Sins" remain the gold standard for greenwashing detection.
Updated in 2023: The framework now covers digital greenwashing, AI washing, and blockchain-based environmental claims—but the core patterns remain unchanged.
🎯 Interactive: Match the Sin
Explore each sin and reveal real-world examples. Learn to spot patterns before they fool you.
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Select a sin above to see examples and detection tips
📊 By the Numbers
Most Common Sins (TerraChoice 2010)
Sin of Hidden Trade-Off57%
Sin of No Proof26%
Sin of Vagueness11%
Why Companies Do It
- →Consumer demand: 73% willing to pay more for sustainable products
- →Low enforcement risk: Regulators overwhelmed; penalties rare
- →Competitive pressure: If rivals greenwash, staying silent looks bad