Greenwashing, a term coined in the 1980s, has become increasingly relevant in today’s construction sector. It refers to the practice where companies misleadingly brand their products or operations as environmentally friendly when they may not be significantly beneficial to the environment, or they can even be harmful.

Vague green marketing claims puzzle the consumers. In a 2022 study by The Consumers’ Union of Finland, 81% of consumers said it’s hard to identify sustainable products or services.