How to Avoid Greenwashing Scams When Traveling (5 Actionable Tips)

Sustainability has become a hot topic in the tourism industry. Ideally, it goes far beyond just being a trend and will be a primary prism through which tourism businesses and organizations strategize and run their operations.

Sustainability is here to stay.

We—travelers—play crucial roles in making this transition toward a sustainable form of travel. It is our responsibility to be conscious of how the decisions we make can impact our planet. It's up to us to understand what actions will help promote sustainability and also knowing how to avoid the Greenwashing Monster: sustainability's arch-nemesis.

What does greenwashing mean?

Greenwashing is a term that is becoming more mainstream, but it remains largely misunderstood. Put simply, greenwashing occurs when organizations attempt to mislead customers into believing their product or service is more eco-friendly and sustainable than it actually is. This happens with not only companies but also (unfortunately) NGOs.

What sets greenwashing apart from merely making environmental claims is the deceptive nature of its messages, including distortion of facts and/or marketing campaigns that distract from the potentially negative aspects of the initiative.

READ: 8 Sustainable Travel Products You Should Pack

Why is greenwashing bad?

Greenwashing causes harm to local communities all around the world.

Considering all the above, the answer to why greenwashing is bad is pretty obvious. The main problem with greenwashing is that it misleads travelers and local customers and makes them think they are making a more “sustainable” choice. In reality, their decision may not be as beneficial to the environment, local businesses, biodiversity, cultural heritage, or human rights of their host destination.

In other words, greenwashing is simply a manipulative tactic used to appear morally superior without taking the necessary steps toward making material changes that would benefit the pillars of sustainability.

These false promises can influence consumers to make purchasing decisions based on flawed thinking and false information, which can be detrimental in terms of sustainability efforts. What's worse, greenwashing scams can cause people to throw their resources away or trust companies that don't put enough effort into protecting our planet. No one should be fooled by these questionable tactics.

How to spot greenwashing while traveling

Finding the answer to how to spot greenwashing during your travel, holiday, or vacation is quite tricky. Besides the five steps presented below, you should keep the skeptic hat on your head and always look through the prism of what sustainable actions should support. Namely: environment, economic issues, biodiversity, wildlife protection, cultural heritage, social justice, education, and human rights.

Armed with a mindset of prioritizing sustainability over shallow and egotistical interests and desires, you will be able to spot greenwashing easier and faster. In other words, it will become your "default setting".

How to avoid greenwashing as a traveler

Save money AND the environment.

When it comes to how to avoid greenwashing when traveling, how do you know if an organization or travel company is legit or not? Greenwashing scams are rampant and can be hard to spot unless you know what to look for. Knowing how to identify greenwashing tactics can save not only your wallet but also the environment from any further damage that could be caused.

READ: 7 Questions to Ask Before Volunteering Abroad

Learning how to spot what could potentially be a scam and how to check the credibility of companies claiming their green efforts allows travelers to make more informed decisions about how they travel and how their money is spent. With the right knowledge, you can keep yourself and the planet safe from unethical and dubious practices when exploring the world.

Now, let's take a look at five simple steps anyone can follow to avoid greenwashing scams while traveling.

Step 1: Be curious and knowledgeable

Recent research indicates that people are becoming increasingly aware of the importance of making responsible travel decisions. That's fantastic news! Our brains hold immense power and can be our most effective tool for sustainability, as well as a formidable weapon to fight against the Greenwashing Monster.

Being aware of and knowledgeable about the greenwashing scams that exist can help you spot them quickly. Of course, it won't protect you in every possible situation; greenwashing in reality is full of nuances that can trick even very experienced and aware travelers. But the more you know, the better your chances of avoiding being scammed.

Learning how to recognize greenwashing makes you a more responsible traveler.

For example, so-called elephant sanctuaries in Thailand are often problematic, but painted as refuge for the gentle giants. The scale of elephant tourism in the Land of Smiles is horrifying. According to a Griffith University report, 40% of tourists in Thailand had ridden or planned to ride an elephant. That equated to 12.8 million elephant rides every year. Many of those elephants are victims of Phajaan, which literally translates to "breaking of the spirit", by cruel practices.

What's more, most of these rides are often advertised as “sanctuaries” and “rescues” when, in reality, they are nothing but tourist traps. So it is extremely important for travelers to understand risks associated with their planned activities, and research each company before booking or paying for anything.

Speaking of research, let’s jump to the second step of how to avoid greenwashing.

READ: 9 Questions to Ask Before You Volunteer with Animals Abroad

Step 2: Verify opinions (Google and other websites)

Don't ever rely on a single opinion or star ratings. Organizations are aware of the importance of their brands' online presences. They often hire professional marketing teams to ensure that their pages on social media and websites provide them with a polished public image.

Verifying opinions is an important step when attempting to avoid greenwashing scams while traveling. An example of the significance of reading reviews and Googling an organization can be found in the case of so-called "eco-resorts". Many of these are praised by influencers and travelers for the luxury and beauty, but upon closer inspection their practices may be harmful to the local environment in terms of pollution, or to the local population in terms of exploitation. That’s what greenwashing ecotourism looks like.

Never take one source of verification at face value. And remember—influencers are not always reliable.

READ: How to Use GoAbroad Reviews

Step 3: Stay skeptical of influencers

People who want to sell their lifestyle or products aren’t always trustworthy.

The impact of travel influencers on the whole tourism industry is huge. Unfortunately, many of them forget that with great power comes with great responsibility.

We're not talking only about immoral practices, like promoting greenwashing ecotourism initiatives or encouraging irresponsible animal interactions. It's also about posting perfect, Instagrammable shots of beautiful places without disclosing the potential negative impact, such as overtourism or disrespecting locals and their traditions.

When considering influencers' advice, it’s always wise to be vigilant. Perhaps their message has been constructed by a company in exchange for financial compensation (note any "Sponsored Post" captions), or they simply may not have noticed an issue—no one can know everything!

Additionally, bear in mind that human error and cognitive biases are possible too.

Step 4: Ask direct questions

Don't be afraid to ask tough questions. If there are any suspicions about a company or resort, inquire further. What kind of energy sources do they use? How efficient is their waste management system? Are actions taken to protect local wildlife and ecosystems?

Most people don't think twice about this, so your straightforwardness might unearth some interesting (and possibly unethical) answers.

You can obtain these answers and more through direct inquiries (in-person, over the phone, by email) or even on popular sources like TripAdvisor and Lonely Planet. If you’re interested in a program on GoAbroad, you can click the “Inquire Here” button next to the program name.

READ: 6 Questions to Ask About Your Volunteer Abroad Program Costs

Step 5: Check third-party recognitions and certifications

Watchdogs are helping to lessen rampant greenwashing.

Have you ever been told to vote with your wallet? In short, it means that people should support businesses that align with their personal values by buying (or not buying) certain products or services. It also applies to ecotourism and greenwashing—checking labels on physical products, or a company’s certifications and recognitions can help you identify those which truly practice sustainable tourism.

For instance, if a resort or tour operator is certified by national or international bodies such as Green Globe, Biosphere, or The International Ecotourism Society (TIES), it makes their practices more trustworthy and reliable. Additionally, there are various eco-labels specific to certain countries or regions; for example, EcoCert in France and the EU Ecolabel in Europe.

This step is invaluable not just for your travel experiences but also in everyday life. Paying attention to what you buy by reading labels, and which tour operators you book by checking recognitions, can grant insight into material components, certifications awarded, ecological impact, and carbon footprint—arming you with all the information necessary to make more conscious purchasing decisions.

To support these pro-sustainable habits even further, there are apps like Giki that allow users to scan barcodes on products they purchase and see their environmental impact score.

NEXT: How to Travel Sustainably This Year (and Beyond)

Avoiding greenwashing as a traveler can make a difference

Greenwashing is a deceptive marketing practice used to make a business appear more sustainable than it really is. It's important to be aware of greenwashing scams when considering ecotourism initiatives.

To avoid being fooled, verify opinions, stay skeptical of influencers, ask direct questions, and vote with your wallet by consciously choosing sustainable products and services. And never forget the ultimate weapon against greenwashing—your curiosity!​ Stay informed and stay vigilant. Together, we can make a difference.