The Greenwashing Machine : is CSR more than Communication (original) (raw)
Related papers
Greenwashing, CSR and corporate communication
Communication & Organisation., 2012
Reaction to “Greenwashing” in France, and growth of regulation in Advertising. The author of this article was an active participant in moves within France to increase the regulation of advertising from the standpoint of ecology. In 2007 environmental NGOs demanded structural reform of advertising regulation. The following year a major initiative opened up new ground with regard to controls on adverts making environmental claims. The author reflects upon what was at the stake, and developments he has witnessed, in this new area of concern.
Business Strategy and the Environment, 2019
Using two studies, we examine the dilution effect for green products, by testing whether advertising green benefits decreases their perceived instrumentality and thus harms sustainable development. We use a between-subject design and ask participants to evaluate the efficacy of a pen (Study 1) and a dish detergent (Study 2) with and without environmental attributes. Our results are inconsistent with the predictions of the dilution model because the perceived instrumentality of both products does not decrease when environmental benefits are added. Our findings are relevant for eco-labeling given anecdotal evidence suggesting that adding green information can harm the perceived quality of products.
Marketing Social Responsibility
SSRN Electronic Journal, 2000
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Journal of business ethics, 2011
Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.
Advertising and Organization's Green Behavior
2018
Following the development of marketing theory concerning the policies in general, promotional policy has known an impressive development. Today, the practice fields professionals operating with relatively sophisticated notions and concepts, which are fine-tuned and pragmatic in terms of results. For example, it is significant that concepts such as rating and market share have already entered into ordinary language, including being properly understood by consumers covered. Annually large amounts of money for advertising are spent; almost all large companies allocate non-negligible amounts for such purposes. The launch of new brands is accompanied by consistent advertising and promotional campaigns conducted on multiple levels to cater to potential consumers with tangible and intangible components associated with the various products, services, or brands.
Journal of Business Ethics, 2013
The current study investigates the effects of green advertising and a corporation's environmental performance on brand attitudes and purchase intentions. A 3 9 3 (firm's environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm's low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm's environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study's counterintuitive findings are explained by attribution theory.
Is Cause-related Marketing Green-Washing?
2010
Cause-related marketing (CrM) is an increasingly applied marketing tool where the product purchase leads to a target-oriented donation regarding a designated cause promoted on the product by label. In a recent campaign Germany's coffee producer Dallmayr cooperates with the NGO 'Menschen für Menschen'. The campaign promotes that per sold package of coffee five trees are planted in Ethiopia. In this regard, the campaign is close to a regular target oriented donation and comparable to Fair Trade (FT) in terms of the prevention of soil degradation and therefore sustainable production methods. In order to maintain the success of CrM it is of great importance to avoid the impression that CrM is green-washing (see e.g. Varadarajan and Menon 1988). So far, only few studies examined the effect of CrM activities on consumers' attitudes and purchase behaviour.
Green Marketing- As Social Initiative.pdf
Turn the tap off while brushing your teeth. Switch the lights off while walking out of the room. Recycle, reuse and reduce. Make donations and participate in worthy causes. Think of various ways of how you can make daily contributions to lessen the carbon footprints and making this planet a better place to live. Today, it is everyone’s responsibility to save the environment and make it sustainable for our coming generations. It is considered as everyone’s duty to act in a socially responsible way. And today’s consumers are of the view that corporations and business firms are not an exception. CSR is also known as Conscious Capitalism and Corporate Citizenship. Now, the question arises whether consumers actually care about corporate citizenship and are willing to pay extra cost when it comes to actual buying? A study done by 2004 Cone Corporate Citizenship stated that about 90% of the people favour to switching over to the brands and products that have a good corporate citizenship reputation (2004 Cone Corporate Citizenship Study). Another survey by Nielson on CSR found out that most of the global respondents are willing to pay a premium for the products and services that comes from socially and environmentally responsible company (Nielson Global Survey). This paper examines how Green Marketing is a new tool to CSR. How companies are taking Green Marketing as a Social Initiative. Companies are making strategies that help save the environment and building their image as an eco-friendly company. Is it a strategic CSR? Or Are they really engaged in fulfilling their social responsibility? A take on Strategic CSR of companies by adopting Green Marketing is the main discussion of this paper.