Carolina Boechat, AnnaBaptista, NunoTorgal, Mariana dos Reis2024-04-052024-04-052024Boechat, A.C., Baptista, N. & Torgal, M. (2024). When sustainability goes wrong: A critical perspective about consumer behaviour, greenwashing, and its impact on sustainability. In I. V. Pereira, P. B. Pires & J. D. Santos (eds), Effective digital marketing for improving society behavior toward DEI and SDGs (pp. 242-262), IGI Global.9781668489840http://hdl.handle.net/10400.21/17258Based on a conceptual discussion, this chapter focused on current consumer behavior, with a special emphasis on its relationship with sustainability, and on the recent sustainable practices of companies. Through the analysis of these two pillars, this narrative review aimed to frame sustainability and emphasize the greenwashing processes that take place in this context. To this end, some reasons why sustainability has been a major subject of debate in recent decades and also evidence on consumer behavior about this discussion were pointed out. The role of companies was also outlined – through corporate social responsibility practices – bridging the issue of greenwashing. As a negative aspect associated with sustainability, greenwashing was observed in depth, with a special focus on the digital environment, and in the context of marketing and influence.engConsumer behaviorSustainabilityGreenwashingbook part10.4018/978-1-6684-8984-0.ch013