When promoting "green" initiatives, what is often a risk that businesses face?

When promoting "green" initiatives, one significant risk that businesses frequently encounter is the potential for accusations of "greenwashing." This term refers to the practice where a company exaggerates or falsely claims to be environmentally friendly to improve its public image while not making substantial efforts to reduce its environmental impact. Consumers are increasingly aware and critical of business practices, and if they perceive that a company's marketing strategy is more about promoting a green image than actual sustainability, it can lead to distrust and backlash against the business.

Engaging in genuine sustainable practices is essential for companies, as failing to back up their claims can result in damage to their reputation and loss of consumer loyalty. While the other options may also impact businesses in the realm of sustainability, they do not capture the specific risk of being accused of misleading consumers regarding environmental claims, which can have particularly severe repercussions for a brand's integrity and long-term success.