The research aims to make known the meaning of greenwashing and its impact on consumers. The methodology was applicative and exploratory, it was developed taking different documents that are part of the information analysis, considering certain exclusions. Greenwashing is used by companies in order to appear to be a socially responsible company, they manipulate advertising campaigns and make false claims. Awareness of greenwashing is on the rise, and consumers are more alert than ever to real sustainability actions being taken by brands. On the part of the business sector, ecological marketing is being developed that promotes the sale off ecological products that reduce the negative impact on té environment. ITB is concluded that sustainability is part of the consumer's purchasing decision and is a good strategy to develop ethical business marketing.
