Greenwashing Or Green Cashflow? The Strange Romance Of Environmental Science, Finance, And Marketing

Abstract

The intersection of environmental science, finance, and marketing has created a paradoxical narrative where sustainable practices coexist with corporate opportunism. This conceptual study explores the strange romance between genuine environmental responsibility and the strategic exploitation of green narratives. While environmental science emphasizes ecological preservation and sustainability, marketing often appropriates these ideals to construct persuasive communication strategies that may or may not align with actual practices. Finance, in turn, responds to both investor sentiment and regulatory pressures, transforming environmental claims into economic value streams—sometimes authentic, sometimes misleading. The phenomenon of greenwashing represents the deceptive dimension of this relationship, where organizations exaggerate or falsify eco-friendly initiatives for reputational gains. Conversely, green cashflow refers to the legitimate financial benefits arising from authentic sustainability-driven innovation and investment. By integrating perspectives from sustainability studies, financial theory, and consumer behavior, this paper offers a conceptual framework to distinguish between symbolic and substantive green practices. The study further highlights how consumer trust, investor confidence, and regulatory mechanisms shape the outcomes of this delicate interplay.