Being eco-friendly sells. Marketers are aware of that and often try to make brands and products greener. Companies that engage in greenwashing are well aware of the potential of green capitalism. In a way it shifts responsibility away from companies and governments towards consumers. Consumers are the ones, as companies claim, who have the option to choose what to buy. But how likely is it that consumers detect greenwashing, if emotional or cognitive cues play a moderating role?