The Recycling Illusion: How the Mobius Loop Fuels Greenwashing

ABSTRACT

Globally used labelling systems regulated by governments can inadvertently greenwash packaging. We show that the Mobius loop and plastic resin identification numbers are misleading consumers about recyclability. This is because not all plastic packaging can be recycled. Across three experiments, we demonstrate that the Mobius loop system is inadvertently greenwashing packaging for consumers as it signals recyclability irrespective of other messaging. Packaging displaying the Mobius loop was consistently rated positively and perceived as recyclable and environmentally friendly, even when it was not. The symbol also enhanced brand image. This occurred irrespective of the color of the Mobius loop and product category used. This system will perpetuate the plastic waste problem even though it is not intended. We extend the greenwashing concept by presenting evidence that regulation can greenwash.