Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of?

The correct answer is "Greenwashing." This term refers to the practice of companies misleading consumers regarding the environmental practices of a company or the environmental benefits of a product. When firms engage in greenwashing, they create a false impression or provide misleading information to suggest that their products are more environmentally friendly than they really are. The intention behind greenwashing is often to enhance a company's public image and increase sales without making any substantial effort toward sustainability or genuine environmental improvement.

This is particularly important in today’s marketplace, where consumers are increasingly concerned about environmental issues and prefer to support companies known for their sustainable practices. As a result, greenwashing can undermine honest marketing efforts from companies that are truly committed to sustainability, ultimately leading to consumer distrust when they discover that claims are not backed by actual environmental initiatives.

In contrast, eco-labeling refers to legitimately labeling products that meet specific environmental standards. Corporate responsibility encompasses broader ethical practices beyond just environmental concerns. Sustainable marketing focuses on creating products and marketing strategies that truly support the sustainability of the environment.