NEW YORK, N.Y. — Greenwash doesn't fly with consumers and bloggers, and can set tongues wagging online, according to a new report.

"Sustainability through the Eyes and Megaphones of the Blogosphere," from Nielsen Online, suggests that the blogosphere can be treacherous territory when it comes to the announcements of corporate green initiatives.

The report called greenwash a "failed corporate strategy."

"When it comes to the environment, consumer are insisting on both transparency and consistency from the corporations they patronize," said Jessica Hogue, research director of Nielsen Online. "Consumer support depends on action as well as perceived sincerity and commitment."

Contradictory actions was the top online discussion topic, followed by actions that were incongruous with company or its history and false or misleading comments.

This comes at a time when the concept of climate change is being supplants in popularity with the buzzword "sustainability." The online buzz around the broader concept of sustainability grew 50 percent last year, the report found.

"As in many sectors, consumers are becoming increasingly vocal online about the issue of sustainability," Hogue said. "Blogger attention to related issues like pollution, toxins and sustainable agriculture reveal an important intersection between personal health and environmental wellness."