The CSR Authenticity Crossroads: A Comparative Analysis of Greenwashing in the Cosmetics and Food Sectors

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors. Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage. Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms in the food sector operate under an ‘operational complexity and risk-driven logic’, where ‘ethics-washing’ is primarily used to manage systemic supply chain risks. The research identifies weak corporate governance as a key enabler of such inauthentic practices in both sectors. Implications: The study extends the concept of greenwashing to include ‘ethics-washing’ and ‘health-washing’. It provides practical insights for managers (the need for stronger governance), investors (the need for critical analysis of ESG data – i.e., environmental, social responsibility, corporate governance), and policymakers (the need for clear standards and regulations).