More than a third of global consumers are willing to pay more money for green products. And many are interested in supporting companies and organizations that align with such values. But just because something seems eco-friendly doesn’t mean it is.

We’re talking about greenwashing—the rampant act of companies, organizations, or even public figures making false or misleading claims about the sustainability of their products or practices. The goal: to sway consumers, public opinion, and even investors. Greenwashing can be easily apparent, but more often, it manifests in nuanced and harder-to-spot ways. Images of nature or eco-friendly buzzwords on a product’s packaging may hint at sustainability but not reflect real-world impact. So a company that runs a polluting facility may highlight its initiative to plant trees, all while hiding how its primary activities hurt air quality.

The better news is that consumers can play a role in pushing marketplaces toward more planet-friendly practices. It’s useful, of course, to be able to tell the difference. Here’s a set of guidelines that will help you learn to spot greenwashing a mile away.

Read beyond the labels.

Natural. Eco-friendly. Sustainable. Nontoxic. These words may sway consumers, but they’re vague enough as to mean different things to different people, and they offer no real proof that a product is green. Other buzzwords may signal something is green in only some circumstances. Take toilet paper, for example. Many...

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