Greenwashing Concerns Hinder Consumer Confidence in Sustainable Finance: BEUC Survey Insights

A pan‐European survey by BEUC shows that consumers fear greenwashing. Consumers join in 11 nations such as Belgium, France, Germany, Italy, the Netherlands, and Spain. Survey words directly connect: greenwashing risks lower trust. Finance products aim for a true sustainable mark.

Key Survey Findings

• Consumer Investment Trends:
  • 27% invest in sustainable finance products.
  • 41% plan to invest soon.
  • 55% say they never receive sustainable finance offers.

• Consumer Expectations:
  • 86% demand investments that show a clear good impact on the environment.
  • 71% support shifts from high-emission sectors to clean actions.

• Barriers to Investment:
  • 34% name misleading or unverified green claims as a block.
  • 52% see the border between regular and sustainable finance as foggy.
  • 45% feel they get too little information about product sustainability.

• Calls for Regulation and Transparency:
  • 76% urge strong rules to define sustainable finance.
  • 67% want these products available to every retail investor.

BEUC’s Perspective

Agustín Reyna, BEUC’s Director General, explains:

“Consumers understand sustainable finance. They expect products that remove harmful sectors like fossil fuels. They need products that clearly support a sustainable economy.”

Reyna warns that false claims and greenwashing can hurt trust. This risk slows the uptake of genuine sustainable finance and the EU’s green goals.

Implications for Sustainable Finance Markets

This study shows that governments, regulators, and banks must act. They need to set strict, clear sustainability rules. They must boost consumer learning and trust. They are urged to build frameworks that clearly label green finance. These steps help move the right capital to meet climate goals and satisfy consumer needs.

Sources: BEUC survey of 10,000+ consumers across 11 European countries (2025), Sustainability Online report
Tags: Sustainable Finance, Greenwashing, Consumer Protection, EU Sustainability Standards

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