Greenwashing in the agri-food industry: A discussion around EU policies and the Italian

Abstract

This research paper examines greenwashing within the agri-food sector, with a focus on the developing legal frameworks in the EU and Italy. It provides a critical evaluation of the effectiveness of recent legislative initiatives, including the EU Directive 2024/825/EU, designed to curb deceptive environmental marketing practices. This research examines the greenwashing tactics prevalent in Italy's agri-food industry and evaluates how regulatory frameworks are evolving to combat these deceptive practices. Through a description of EU and Italian policies, such as the Consumer Code and ISO certifications, and reviewing specific case studies like San Benedetto and Sant'Anna, the work aims to assess the real-world impacts of these regulations on consumer protection and corporate transparency. At the end, the study aims to provide insights and policy recommendations that promote transparency, accountability, and authentic sustainability in the agri-food sector.