THE PHENOMENON OF GREENWASHING IN EUROPEAN DIGITAL MARKETS AND CHANGES IN CONSUMER CONFIDENCE IN THE CONTEXT OF EUROPEAN UNION REGULATIONS

Abstract

This article investigates the phenomenon of greenwashing in European digital markets in the context of the EU’s evolving regulatory framework, with particular emphasis on Directive 2024/825 on Empowering Consumers for the Green Transition (EmpCo). The paper identifies the principal mechanisms through which misleading environmental claims erode consumer trust, examines the regulatory response at EU level, and formulates strategic implications for firms operating in digital consumer markets. Drawing on recent regulatory documents, empirical studies, and the sustainable marketing literature, the article argues that credible green communication requires a fundamental shift from aspirational rhetoric toward verifiable, evidence-based claims supported by genuine organisational alignment. The EmpCo Directive, enforceable from September 2026, establishes a binding legal framework that reshapes the compliance obligations and communication strategies of businesses across all sectors. Findings contribute to the growing body of scholarship on sustainable marketing, consumer trust, and regulatory governance, and offer actionable guidance for marketers, compliance professionals, and policymakers