Unser täglich Greenwashing: Eine Analyse irreführender Angaben der Lebensmittelbranche

The report identifies widespread greenwashing in the food industry, particularly among high-emission meat and dairy producers. It combines a market study of corporate claims with a YouGov survey showing that a significant portion of consumers in Germany and the UK are influenced by 'climate-neutral' labels, despite low overall trust in sustainability claims for animal products.

• Greenwashing is pervasive across the food sector, including on carbon-intensive products like beef. Common claims include "CO2-neutral", "climate-friendly", and "Net-Zero", as well as claims regarding low methane emissions and the use of imagery depicting grazing cows or small family farms to imply sustainability.
• Several major meat and dairy companies with high greenhouse gas emissions use misleading claims. JBS was criticized for a Net-Zero claim lacking a credible reduction plan; Nestlé made questionable climate neutrality claims for Nespresso and KitKat; and Danish Crown faced a lawsuit over labeling pork as "climate controlled". Saputo and Arla were noted for using images of grazing cows as a subtle form of greenwashing.
• Amazon's "Climate Pledge Friendly" label was found to include highly carbon-intensive products, such as Beef Jerky, which was categorized as climate-friendly because air had been removed from its packaging.
• Dairy products frequently use vague terms like "planet-friendly" and "Sustainable Future" or claim climate neutrality based solely on the packaging while ignoring the emissions from the contents.
• Consumer behavior in the UK and Germany is significantly influenced by green labels. In the UK, 42% of consumers are more likely to buy a "climate-neutral" product and 29% would pay more for it. In Germany, 35% are more likely to buy meat or dairy labeled "climate-neutral" and 36% for "climate-positive", with 32% and 36% respectively willing to pay a premium.

APA

Changing Markets Foundation (2023). Unser täglich Greenwashing: Eine Analyse irreführender Angaben der Lebensmittelbranche. https://changingmarkets.org/wp-content/uploads/2023/10/ES-German-Feeding-Us-Greenwash.pdf

Chicago

Changing Markets Foundation. Unser täglich Greenwashing: Eine Analyse irreführender Angaben der Lebensmittelbranche. 2023. https://changingmarkets.org/wp-content/uploads/2023/10/ES-German-Feeding-Us-Greenwash.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Unser täglich Greenwashing: Eine Analyse irreführender Angaben der Lebensmittelbranche |date=March 2023 |url=https://changingmarkets.org/wp-content/uploads/2023/10/ES-German-Feeding-Us-Greenwash.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{changingmarketsfoundation2023unser, author = {{Changing Markets Foundation}}, title = {{Unser täglich Greenwashing: Eine Analyse irreführender Angaben der Lebensmittelbranche}}, institution = {Changing Markets Foundation}, year = {2023}, month = mar, url = {https://changingmarkets.org/wp-content/uploads/2023/10/ES-German-Feeding-Us-Greenwash.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }