Abstract:

 Contemporary food markets are increasingly shaped not only by products themselves, but also by promises communicated through sustainability, health, and quality-related narratives. The growing commercialization of food communication has intensified the use of symbolic environmental and nutritional claims that may substantially influence consumer perceptions despite limited scientific substantiation. As a result, concerns regarding greenwashing, health-washing, and selective communication practices have become increasingly important within both academic and regulatory discussions.

This paper examines the role of communication in constructing perceptions of food quality and safety, with particular attention devoted to the mechanisms through which sustainability and health-related claims may distort consumer interpretation of products. The study adopts a literature-based review approach supported by international case studies. The analysis indicates that misleading food communication increasingly relies not on directly false claims, but rather on selective framing, symbolic narratives, scientific stylization, and the strategic amplification of limited product attributes. The paper additionally highlights the growing importance of transparency, independent verification, traceability systems, and consumer awareness in strengthening the credibility of food communication.