Yeah, it’s an interesting phenomena. Sometimes it’s easy to spot and call out, e.g., the “Hello, I’m Paper Bottle” fiasco which is widely ridiculed now. Despite that, there may be some people out of the loop swayed by the packaging.
Other things are much harder to spot - for instance, claims of fair trade, sustainability, and offsets (either carbon offsets or direct re-planting). I know there are organizations that certify these claims, but who certifies them? More to the point I’m not really familiar with those organizations enough to know what to look for.
It’s a complicated issue.