Greenwashing in Thermal Power Plants: Sustainable Identity or Illusion?

Greenwashing is a phenomenon through which firms across various sectors present themselves as environment-friendly to meet the policy requirements and growing consumer demand for sustainability. This study examines certain greenwashing attempts in India’s thermal power generation sector through the lens of legitimacy and sustainability. The paper aims to explore solutions for avoiding greenwashing. The firms use methods tactically for selective disclosure of various parameters to enhance corporate image without substantive environmental actions. Considering parameters such as air emissions norms, Zero Liquid Discharge (ZLD) norms, and hazardous waste management, our findings reveal that the power-generating companies misreport or conceal data for compliance with environmental standards. By selectively disclosing information i.e. greenwashing, firms create a false image of sustainability, which strengthens their pragmatic legitimacy but risks substantial harm to the environment. This research concludes that there is a need for rigorous monitoring mechanisms to ensure that environmental claims align with actual practices, forcing organizations to adopt authentic and transparent environmental management practices. It also calls on organizations to embrace genuine and open environmental management strategies.