Titel: Är logistikföretagens CSR-rapportering ett verktyg för att signalera uppriktigt ansvar eller ett tecken på greenwashing?  Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi  Författare: Natalie Grossmann och Paulina Borg Handledare: Jan Svanberg Datum: 2024 - Januari Syfte: Corporate Social Responsibility (CSR) är en central fråga till följd av den globala klimatkrisen och en ökad medvetenhet bland intressenter, där logistiksektorn i synnerhet står inför betydande utmaningar. Syftet med studien är att undersöka sambandet mellan CSR-prestation och CSR-rapportering för logistikföretag utifrån ett signalerings- respektive greenwashing perspektiv. Studien ämnar därmed att utforska om företagen ärligt rapporterar sina insatser med avsikt att signalera en överlägsen prestation, eller om de istället använder rapporteringen till att försköna en undermålig prestation. Metod: Studien utgår från den positivistiska forskningstraditionen och en deduktiv ansats. Materialet består av kvantitativ sekundärdata som inhämtas från Thomson Reuters databas Refinitiv Eikon för perioden 2017-2022. Som urval har 90 logistikföretag studerats och materialet har analyserats genom multipla regressioner i programmet IBM SPSS. Resultat och slutsats: Resultatet indikerar ett starkt positivt samband mellan CSR-prestation och företagens beslut att CSR-rapportera. Studien drar därmed slutsatsen att logistikföretag i enlighet med signaleringsteorin använder CSR-rapporteringen till att öppet och transparent redovisa sina faktiska CSR-prestationer. Detta snarare än att de försöker vilseleda sina intressenter genom greenwashing. Examensarbetets bidrag: Studiens resultat bidrar med värdefulla insikter för logistiksektorn, företag, intressenter och samhället. Detta med anledning av att studien visar hur logistikföretagen redovisar sina verkliga prestationer, vilket stärker trovärdigheten inom branschen. Detta i sin tur har betydelse för såväl företagens intressenter som samhället i stort. Förslag till fortsatt forskning: Framtida forskning kan med fördel inkludera mindre och onoterade företag samt utforska hur institutionella krafter, såsom tvingande och normativ isomorfism, påverkar CSR-rapporteringen. Nyckelord: CSR-rapportering, ESG, greenwashing, logistik, signalering, CSRprestation / Title: Is the CSR reporting of logistics companies a tool of signal genuine responsibility or a sign of greenwashing? Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Natalie Grossmann and Paulina Borg Supervisor: Jan Svanberg Date: 2024 - January Aim: Corporate Social Responsibility (CSR) is a central concern due to the global climate crisis and increased awareness among stakeholders, whereas the logistics sector, in particular, is facing significant challenges. The purpose of the study is to examine the relationship between CSR performance and CSR reporting for companies in the logistics sector from a signaling and greenwashing perspective. The study aims to determine whether logistics companies report their efforts with the intention of honestly signaling superior performance or if they use the reporting to embellish an inferior CSR performance.  Method: The study aligns with the positivist research tradition and adopts a deductive approach. The dataset comprises quantitative secondary data sourced from the Thomson Reuters database Refinitiv Eikon for the period 2017-2022. A sample of 90 logistics companies has been examined, and the data has been analyzed through multiple regressions using the IBM SPSS program.  Results and conclusions: The findings reveal a robust positive correlation between CSR performance and companies’ decisions to engage in CSR reporting. The study concludes that, in accordance with signaling theory, logistics companies utilize CSR reporting to openly and transparently communicate their actual CSR performance, rather than attempting to mislead stakeholders through greenwashing. Contribution of the thesis: The study's findings provide valuable insights to the field of logistics, benefiting companies, stakeholders, and society. This is because the study demonstrates that logistics companies transparently disclose their actual performance, the credibility within the industry receives reinforcement. This in turn, holds significance for both corporate stakeholders and the wider societal context. Suggestions for future research: Future research should include smaller and non-listed companies and explore how institutional forces, such as coercive and normative isomorphism, influence CSR reporting. Key words: CSR-reporting, ESG, greenwashing, logistic, signaling, CSR-performance

With society's growing concern of the environmental impact that consumerism has today, consumers are more aware than ever of how their consumption habits affect their surroundings. This study is based on the consumer's journey of choosing products based on their environmental impact and the complications of it. The study will examine a subsection of Greenwashing, called Executional Greenwashing, that is used to subconsciously communicate messages about greenery towards the consumer, inferring their decision making. The goal of the research is to provide an understanding of how consumers react to Fast-Moving Consumer Goods advertisements containing Executional Greenwashing elements and what factors influence their reaction. The study uses primary and secondary data together with conducted interviews to examine how the use of Executional Greenwashing affects consumers' emotions towards advertisements containing these elements. The findings reveal how knowledge and expertise are the main factors to influence how consumers react to Executionally Greenwashed advertisement. The study also provides a conceptual model based on the findings to explain what emotions are affected in consumers. Consumers and researchers can use these findings to gain a further understanding of the effects of Executional Greenwashing and continue upon this research to achieve a complete understanding.

Syfte: Tidigare hållbarhetsredovisning anses ha problem med frånkoppling av finansiella och icke-finansiella strategier, vilket IR avser att lösa. Studier som gjorts visar att IR implementerats oproportionerligt, samt att rapporter som benämns som integrerade, påvisat låg IR-nivå. En möjlig förklaring är dålig förståelse av detta förhållandevis nya begrepp. Stora skillnader i IR-nivå gör det svårt att få en tydlig bild av den faktiska implementeringen av IR. Syftet för denna studie är att kartlägga IR-nivån bland stora svenska företag som benämnt sina årsredovisningar som integrerade, samt att ge praktiska exempel utifrån IR-ramverket. Slutligen används legitimitetsteorin och greenwashing för att förklara resultatet. Metod: Studiens process har varit abduktiv, och en kvalititativ strategi har anammats. Designen för studien är tvärsnitt. Empirin har samlats in genom kvalitativ innehållsanalys av 14 svenska företags årsredovisningar, valda genom ett målstyrt urval. Därefter har data insamlats och analyserats med hjälp av ett kodningsschema som i sin tur har utgått från den normativa referensramen. Datan har sedan presenterats i tabell, samt narrativt. Resultat och slutsats: Studien har visat att de undersökta företagen påvisar en ojämn IR-nivå, där företagen lyckats bäst inom strategiskt fokus och framtidsorientering, medan en lägre nivå uppnås inom väsentlighet och kopplingar mellan information. Detta kan bero på otillräcklig spridning av IR-ramverket och/eller greenwashing. Kartläggningen visar därmed att de flesta rapporter snarare är blandade än integrerade. Förslag till fortsatt forskning: För att fånga upp huruvida omvandlingsfunktionen är en del av företagens IR, föreslås en kvalitativ fallstudie av enstaka företag. Vidare hade det varit intressant att göra en longitudinell studie för att se hur företagens IR-nivå förändras över tid. Uppsatsens bidrag: Studiens viktigaste bidrag är att genom kartläggningen ge praktiska exempel för företag att beakta, samt att fylla kunskapsgapet som finns kring implementering av IR i svenska företag. / Aim: Sustainability reporting is considered to have problems with a disconnection of financial and non-financial strategies, which IR intends to solve. Previous studies show that IR has been implemented disproportionately, and that the reports referred to as integrated, demonstrated a low IR-level. A possible explanation is a poor understanding of the relatively new concept. Large differences in the IR-level makes it difficult to get a clear picture of the actual implementation of IR. The purpose of this study is to identify the IR-level of large Swedish companies who self-declared their reports as integrated, and to provide practical examples on the basis of the IR framework. Finally, legitimacy theory and greenwashing is used to explain the results. Method: The process of the study has been abductive, and a qualitative strategy has been adopted. The design of the study is cross-sectional. The empirical data were collected through qualitative content analysis of 14 Swedish companies’ annual reports, selected through a purposive sample. Subsequently, data was acquired and analyzed using a coding frame, based on the normative framework. The data have been presented in tables and in narratives. Result & Conclusions: The study has shown that the companies indicate an uneven IR level, where companies have been most successful in strategic focus and future orientation, while a lower level is achieved within materiality and connectivity of information. This may be due to inadequate diffusion of the IR framework and/or due to greenwashing. The mapping thus shows that most reports are mixed rather than integrated. Suggestions for future research: To capture whether the transformation function is part of the companies’ IR, a qualitative case study of individual companies is proposed. Furthermore, a longitudinal study to see how the companies IR-level changes over time would be interesting. Contribution of the thesis: The most important contribution of the study is that the mapping provides practical examples for companies to consider, as well as filling the knowledge gap existing regarding the implementation of IR in Swedish companies.

Seeberg, Fredrik & Zetterlund, Philip, 2017, Green energy, can it ever be wrong? - A qualitative study about how electricity supply companies uses CSR communications. (Grön el är aldrig fel? - En kvalitativ studie om hur elhandelsbolag i Sverige använder sig av CSR-Kommunikation) Environmental climate changes are a hot topic in the world today. Producing and delivering energy makes a big impact to that change and energy corporations are therefore inclined to use positive results and methods to claim a “Green” image. One common method to prove a corporation’s effort is Corporate Social Responsibility (CSR). This study compares the usage of CSR as a communication tool by two Swedish energy corporations of very different sizes, Mälarkraft, a local corporation with about 150,000 customers, and E.ON Sverige, Sweden’s second largest energy supplier with over a million customers. Our study shows, that despite the difference in sizes, that both corporations uses CSR to achieve the same notion, a more favourable reputation. Their means to achieve this however, is clearly different. By studying the corporations strategies with interviews and context analysis of internet web pages, we show that the difference in sizes and local connection help differentiate the strategies. Key Words: Communication, CSR, Energy Corporations, Communication Strategy, Stakeholder Theory, Corporate Social Responsibility, Greenwashing, Green hushing.

Denna studie syftar till att undersöka konsumenters kännedom och uppfattningar om miljömärkningar i textilbranschen samt om de ger avtryck i deras konsumtion. Studien har genomförts med en kvantitativ ansats genom en enkätundersökning som är utformad utifrån en kvalitativ förstudie. Tidigare litteratur menar att standardiserade miljömärken är mycket bättre än butikskedjornas egna miljömärkningar då de är baserade på en oberoende organisations kriterier. Utifrån denna studie kan det dras en slutsats om att de standardiserade miljömärkningarna är mer igenkända och pålitliga än butikskedjornas egna, speciellt “Svanen” och “Bra Miljöval”. Tidigare litteratur har visat att kunskap är en viktig bidragande faktor för att minska miljöpåverkan vid konsumtion av plagg. Konsumenter vill göra rationella och medvetna hållbara val men brist på information och kunskap kring olika miljömärken gör det svårt. Denna avsaknad på medvetenhet och kunskap beror till stor del på begränsningar i marknadsföringsstrategier och så kallad “branding” av miljövänliga märkningar. Studien bekräftar även tidigare forskning som menar att den största anledning till att konsumenter inte köper hållbara plagg är på grund av bristande kunskap inom området. / This study aims to identify consumers knowledge and perceptions towards eco-labels in the textile industry and if they give an impression on their consumption. The study has been conducted with a quantitative approach through a questionnaire survey that is designed on the basis of a qualitative study. Earlier literature shows that standardized eco-labels are much better than stores own eco-labels since they are based on the criteria of an independent organization. Based on this study, a conclusion can be drawn that the standardized eco-labels are more recognized and reliable than store chains own, especially "Svanen" and "Bra Miljöval". Previous literature has shown that knowledge is an important contributing factor in reducing the environmental impact when consuming garments. Consumers want to make rational and conscious sustainable choices, but lack of information and knowledge about different eco-labels makes it difficult. This lack of awareness and knowledge is largely due to limitations in marketing strategies and branding of environmentally friendly labels. The study also confirms previous research that show that the biggest reason why consumers do not buy sustainable garments is because of lack of knowledge about its impact on the environment.

O presente trabalho tem como objetivo desenvolver modelos de tabelas informativas contendo atributos de desempenho técnico e ambiental de produtos da construção civil para os produtos forro de lã de vidro e impermeabilização de coberturas planas. Foram estudadas as normas para Declaração Ambiental (normas ISO 14.000) e um levantamento dos requisitos que demandam atributos específicos para materiais de construção e que constam nos sistemas de certificação ambiental de edifícios LEED BD+C 2009, AQUA Residencial e norma de desempenho NBR 15.575: 2013 - Parte 1. A pesquisa foi desenvolvida com a participação de agentes do meio produtivo, articulando as demandas de projetistas e dos segmentos industriais dos produtos supracitados. Foram selecionados atributos que influenciam a qualidade ambiental do edifício: toxicidade; conteúdo de compostos orgânicos voláteis; presença de substâncias carcinogênicas; porcentagem na composição e tipo de conteúdo reciclado; descarte do produto e da embalagem; certificações do produto e do fabricante. Atributos que influenciam o desempenho técnico do material quanto à segurança, funcionalidade e durabilidade foram selecionados para cada tipologia de produto: reação ao fogo; propriedades que afetam a estanqueidade, manutenção, o desempenho térmico e acústico; prazos de garantia e durabilidade. A combinação desses atributos permite, desde as fases iniciais do processo de projeto, exercício de análise e interpretação dos dados para a especificação de materiais adequados às necessidades do edifício e seus usuários. O modelo apresentado, denominado Tabela Ambiental, favorece a informação dinâmica aos envolvidos da cadeia construtiva, evoluindo juntamente com o conhecimento do mercado sobre o tema e suas inovações tecnológicas. A Tabela Ambiental apresenta uma proposta de comunicação simplificada e, por meio da referência de comprovação, incentiva a especificação consciente e responsável, podendo incrementar a educação ambiental e direcionar o mercado da construção civil a novos rumos na sustentabilidade. / The present paper aims to develop models of informative tables containing attributes of technical and environmental performance of civil construction products for glass wool ceiling and flat roofs waterproofing. Standards were studied for Environmental Declaration (ISO 14000 standards) and a survey of requirements which demand specific attributes for building materials in the environmental certification systems for buildings LEED BD + C 2009, AQUA Residential and performance standard NBR 15.575: 2013 - Part 1. The research was developed with productive agents articulating the demands of designers and industrial segments of the mentioned products. Attributes which influence on building environmental quality were selected: content and type of recycled; packaging and product disposal; maker and product certifications. Attributes that influence the environmental quality of the building were selected: toxicity; content of volatile organic compounds; presence of carcinogenic substances; percentage in the composition and type of recycled content; disposal of product and packaging; certifications of the product and the manufacturer. Attributes that influence the technical performance of the equipment for safety, functionality and durability were selected for each type of product: reaction to fire; properties that affect the tightness, maintenance, thermal and acoustic performance; warranty terms and durability. The combination of these attributes allow, from the early stages of the design process, exercise of analysis and data interpretation for specifying suitable materials to the building needs and its users. The model presented, called as Environmental Table, favors to the dynamics involved in constructive chain information, progressing with the market knowledge about the subject and its technological innovations. The Environmental Table presents a simplified communication proposal and through reference encourages responsible and conscious specification, it can increase environmental education and direct the civil construction market to new ways in sustainability.

O presente trabalho tem como objetivo desenvolver modelos de tabelas informativas contendo atributos de desempenho técnico e ambiental de produtos da construção civil para os produtos forro de lã de vidro e impermeabilização de coberturas planas. Foram estudadas as normas para Declaração Ambiental (normas ISO 14.000) e um levantamento dos requisitos que demandam atributos específicos para materiais de construção e que constam nos sistemas de certificação ambiental de edifícios LEED BD+C 2009, AQUA Residencial e norma de desempenho NBR 15.575: 2013 - Parte 1. A pesquisa foi desenvolvida com a participação de agentes do meio produtivo, articulando as demandas de projetistas e dos segmentos industriais dos produtos supracitados. Foram selecionados atributos que influenciam a qualidade ambiental do edifício: toxicidade; conteúdo de compostos orgânicos voláteis; presença de substâncias carcinogênicas; porcentagem na composição e tipo de conteúdo reciclado; descarte do produto e da embalagem; certificações do produto e do fabricante. Atributos que influenciam o desempenho técnico do material quanto à segurança, funcionalidade e durabilidade foram selecionados para cada tipologia de produto: reação ao fogo; propriedades que afetam a estanqueidade, manutenção, o desempenho térmico e acústico; prazos de garantia e durabilidade. A combinação desses atributos permite, desde as fases iniciais do processo de projeto, exercício de análise e interpretação dos dados para a especificação de materiais adequados às necessidades do edifício e seus usuários. O modelo apresentado, denominado Tabela Ambiental, favorece a informação dinâmica aos envolvidos da cadeia construtiva, evoluindo juntamente com o conhecimento do mercado sobre o tema e suas inovações tecnológicas. A Tabela Ambiental apresenta uma proposta de comunicação simplificada e, por meio da referência de comprovação, incentiva a especificação consciente e responsável, podendo incrementar a educação ambiental e direcionar o mercado da construção civil a novos rumos na sustentabilidade. / The present paper aims to develop models of informative tables containing attributes of technical and environmental performance of civil construction products for glass wool ceiling and flat roofs waterproofing. Standards were studied for Environmental Declaration (ISO 14000 standards) and a survey of requirements which demand specific attributes for building materials in the environmental certification systems for buildings LEED BD + C 2009, AQUA Residential and performance standard NBR 15.575: 2013 - Part 1. The research was developed with productive agents articulating the demands of designers and industrial segments of the mentioned products. Attributes which influence on building environmental quality were selected: content and type of recycled; packaging and product disposal; maker and product certifications. Attributes that influence the environmental quality of the building were selected: toxicity; content of volatile organic compounds; presence of carcinogenic substances; percentage in the composition and type of recycled content; disposal of product and packaging; certifications of the product and the manufacturer. Attributes that influence the technical performance of the equipment for safety, functionality and durability were selected for each type of product: reaction to fire; properties that affect the tightness, maintenance, thermal and acoustic performance; warranty terms and durability. The combination of these attributes allow, from the early stages of the design process, exercise of analysis and data interpretation for specifying suitable materials to the building needs and its users. The model presented, called as Environmental Table, favors to the dynamics involved in constructive chain information, progressing with the market knowledge about the subject and its technological innovations. The Environmental Table presents a simplified communication proposal and through reference encourages responsible and conscious specification, it can increase environmental education and direct the civil construction market to new ways in sustainability.

Este estudo realizou um exame crítico sobre os relatórios de sustentabilidade, com base na Global Reporting Initiative (GRI), elaborados pelas empresas do setor de geração de energia elétrica por hidroeletricidade no Brasil e avaliou a significância destes documentos em prestar informações claras sobre a eficácia do desempenho socioambiental. Os estudos acadêmicos relacionados com os relatórios de sustentabilidade, e especificamente com os relatórios da GRI, demonstram que há problemas na qualidade da informação com relação à completeza, padronização e credibilidade do conteúdo, porém sem aprofundar nas causas potenciais. Trata-se de um estudo com abordagem quali-quantitativa, com o emprego de pesquisa do tipo descritiva e a utilização de procedimentos bibliográfico e documental, por meio de análise de conteúdo. A quantificação das evidências foi desenvolvida com base nas informações contidas nos relatórios de sustentabilidade das empresas CPFL, EDP e Tractebel, que possuíam o nível mais alto de aplicação da GRI, associadas com as informações de seus desempenhos socioambientais disponíveis por outras fontes de consulta independentes. Os resultados da análise de conteúdo dos relatórios de sustentabilidade demonstraram que nenhuma das empresas atingiu o atendimento pleno de evidência da informação solicitada nas Unidades de Informação avaliadas. Esta constatação indica que todas as empresas avaliadas apresentaram falhas na validação das informações antes do início da elaboração propriamente dita do relatório, como determina a etapa de validação da GRI, sugerindo que os testes disponíveis nos princípios da GRI, provavelmente, não foram empregados ou foram adotados sem eficácia, afetando a qualidade da informação com relação à completeza e credibilidade do conteúdo. Questões que merecem ser aprofundadas em futuros trabalhos são: a influência dos limites da auditoria independente no resultado da verificação do relatório e a extensão da pesquisa de análise de conteúdo para outros setores industriais formados por grandes empresas e com elevado impacto ambiental potencial. O estudo contribui para o aumento de conhecimento sobre o tema, em destaque na atualidade, seja pelos esforços de normalização mundial do relatório de sustentabilidade GRI, e, principalmente, com a recomendação para o fomento destes relatórios incluída no documento final The Future We Want- O Futuro que Queremos da Conferência das Nações Unidas sobre Desenvolvimento Sustentável (Rio+20), no parágrafo 47, com potencial regulamentação brasileira compulsória dos mesmos. / This study undertook a critical examination on the sustainability reports, based on the Global Reporting Initiative (GRI), prepared by companies in the sector of electric power generation by hydropower in Brazil and assessed the significance of these documents provide clear information on the effectiveness of the social and environmental performance. Academic studies relating to sustainability reports, and specifically with the GRI reports, show that there are problems in the quality of information regarding the completeness, standardization and credibility of the content, but without deepening the potential causes. This is a study with qualiquantitative approach, with the use of descriptive research and use of bibliographic and documentary procedures, through content analysis. The quantification of the evidence was developed on the basis of the information contained in the sustainability reports of CPFL, EDP and Tractebel, which had the highest level of application of GRI, associated with the socio-environmental performance information available in other independent reference sources. The results of the content analysis of sustainability reports have shown that none of the companies has reached the full service of evidence of information requested in the Information evaluated. This finding indicates that all companies assessed failed validation of the information before the start of the preparation of the report itself, as determines the validation step of GRI, suggesting that the tests available in the GRI principles probably were not employed or have been adopted without effectiveness, affecting the quality of information regarding the completeness and credibility of the content. Issues that deserve to be deepened in futures studies are: the influence of the limits of independent audit on the result of the verification of the report and the extent of content analysis research for others industrial sectors formed by large companies with potential high environmental impact. The study contributes to the increase of knowledge on the subject, highlighted today, either by the world standardization efforts of GRI sustainability report, and, mainly, with the recommendation for the promotion of these reports included in the final document "The Future We Want" of the United Nations Conference on Sustainable Development (Rio + 20), paragraph 47, with potential brazilian regulations compulsory.

Titel: Miljömässig marknadsföring och dess påverkan på Word of Mouth – Skillnaden mellan marknadsföringsstrategierna greenwashing, vocal green, silent brown och silent green. Nivå: C-uppsats i ämnet företagsekonomi. Författare: Adam Lindh & Cecilia Persson. Handledare: Jonas Kågström. Datum: 2018 - Maj. Syfte: Syftet med denna studie är att analysera hur miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organisationstypologi. Metod: Ett kvasi-experiment utfördes där fyra marknadsföringsstrategier utvecklades för en fiktiv produkt utifrån Delmas och Burbanos organisationstypologi. Fyra jämförelsegrupper användes för att testa dessa marknadsföringsstrategier. En enkät för respektive strategi skapades där respondenterna presenterades med produktinformation och utvärdering av den fiktiva produkten, följt av ett antal frågor. Det totala antalet deltagare uppgick till 140 stycken fördelat över de fyra enkätgrupperna. Resultat & Analys: Resultat klargör skillnader gällande WoM inom Delmas och Burbanos organisationstypologi. Silent green- och vocal green-grupperna genererar högre WoM jämfört med greenwashing- och silent brown-grupperna. Resultaten påvisar också skillnader mellan WoM och miljömässig WoM. Dessa effekter förmedlas via upplevd miljömässig prestanda. Uppsatsen bidrag: Studien demonstrerar att miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organiastionstypologi. En definition av miljömässig prestanda har utvecklats, någonting som saknats i tidigare studier. Vidare forskning: Studien påvisar skillnader mellan WoM och miljömässig WoM bör orsaken till detta undersökas vidare. Delmas och Burbanos organisationstypologi kan studeras ur ett makroperspektiv med verkliga organisationer. Ytterligare bör effekten av lagstiftning och sanktioner gällande greenwashing studeras. Nyckelord: Organisationstypologi, greenwashing, vocal green, silent brown, silent green, word of mouth. / Title: The influence of green marketing on Word of Mouth – The difference among the marketing strategies greenwashing, vocal green, silent brown and silent green. Author: Adam Lindh & Cecilia Persson. Supervisor: Jonas Kågström. Date: 2018 - Maj. Aim: The purpose of this paper is to analyze the influence of green marketing on consumers WoM by Delmas and Burbano’s organization typology. Method: A quasi-experiment was conducted. Four marketing strategies were developed for a fictitious product by Delmas and Burbano’s organization typology. Four comparison groups were used to test these marketing strategies against each other. A questionnaire was created for each strategy where the participants were presented with product information and product review of the fictitious product. The total number of participants amounted to 140 people distributed among the four groups. Result & Analysis: The results confirm that there are differences among Delmas and Burbano’s organization typology regarding WoM. The silent green- and vocal green groups generates higher WoM compared to the greenwashing- and silent brown groups. The results also display a difference between WoM and green WoM. This effect is mediated by perceived environmental performance. Contribution of the thesis: This study displays how green marketing affects consumers WoM by Delmas and Burbano’s organization typology. A definition of the concept environmental performance has been developed, something that was missing in previous research. Suggestions for future research: Since this study displays differences between WoM and green WoM, the cause of this phenomenon should be investigated. A macro perspective canbe applied to Delmas and Burbano’s organization typology which investigates real life organizations. Furthermore, the effects of legislations and sanctions on greenwashing should be a subject for further research. Keywords: Organization typology, greenwashing, vocal green, silent brown, silent green, word of mouth.

Este estudo realizou um exame crítico sobre os relatórios de sustentabilidade, com base na Global Reporting Initiative (GRI), elaborados pelas empresas do setor de geração de energia elétrica por hidroeletricidade no Brasil e avaliou a significância destes documentos em prestar informações claras sobre a eficácia do desempenho socioambiental. Os estudos acadêmicos relacionados com os relatórios de sustentabilidade, e especificamente com os relatórios da GRI, demonstram que há problemas na qualidade da informação com relação à completeza, padronização e credibilidade do conteúdo, porém sem aprofundar nas causas potenciais. Trata-se de um estudo com abordagem quali-quantitativa, com o emprego de pesquisa do tipo descritiva e a utilização de procedimentos bibliográfico e documental, por meio de análise de conteúdo. A quantificação das evidências foi desenvolvida com base nas informações contidas nos relatórios de sustentabilidade das empresas CPFL, EDP e Tractebel, que possuíam o nível mais alto de aplicação da GRI, associadas com as informações de seus desempenhos socioambientais disponíveis por outras fontes de consulta independentes. Os resultados da análise de conteúdo dos relatórios de sustentabilidade demonstraram que nenhuma das empresas atingiu o atendimento pleno de evidência da informação solicitada nas Unidades de Informação avaliadas. Esta constatação indica que todas as empresas avaliadas apresentaram falhas na validação das informações antes do início da elaboração propriamente dita do relatório, como determina a etapa de validação da GRI, sugerindo que os testes disponíveis nos princípios da GRI, provavelmente, não foram empregados ou foram adotados sem eficácia, afetando a qualidade da informação com relação à completeza e credibilidade do conteúdo. Questões que merecem ser aprofundadas em futuros trabalhos são: a influência dos limites da auditoria independente no resultado da verificação do relatório e a extensão da pesquisa de análise de conteúdo para outros setores industriais formados por grandes empresas e com elevado impacto ambiental potencial. O estudo contribui para o aumento de conhecimento sobre o tema, em destaque na atualidade, seja pelos esforços de normalização mundial do relatório de sustentabilidade GRI, e, principalmente, com a recomendação para o fomento destes relatórios incluída no documento final The Future We Want- O Futuro que Queremos da Conferência das Nações Unidas sobre Desenvolvimento Sustentável (Rio+20), no parágrafo 47, com potencial regulamentação brasileira compulsória dos mesmos. / This study undertook a critical examination on the sustainability reports, based on the Global Reporting Initiative (GRI), prepared by companies in the sector of electric power generation by hydropower in Brazil and assessed the significance of these documents provide clear information on the effectiveness of the social and environmental performance. Academic studies relating to sustainability reports, and specifically with the GRI reports, show that there are problems in the quality of information regarding the completeness, standardization and credibility of the content, but without deepening the potential causes. This is a study with qualiquantitative approach, with the use of descriptive research and use of bibliographic and documentary procedures, through content analysis. The quantification of the evidence was developed on the basis of the information contained in the sustainability reports of CPFL, EDP and Tractebel, which had the highest level of application of GRI, associated with the socio-environmental performance information available in other independent reference sources. The results of the content analysis of sustainability reports have shown that none of the companies has reached the full service of evidence of information requested in the Information evaluated. This finding indicates that all companies assessed failed validation of the information before the start of the preparation of the report itself, as determines the validation step of GRI, suggesting that the tests available in the GRI principles probably were not employed or have been adopted without effectiveness, affecting the quality of information regarding the completeness and credibility of the content. Issues that deserve to be deepened in futures studies are: the influence of the limits of independent audit on the result of the verification of the report and the extent of content analysis research for others industrial sectors formed by large companies with potential high environmental impact. The study contributes to the increase of knowledge on the subject, highlighted today, either by the world standardization efforts of GRI sustainability report, and, mainly, with the recommendation for the promotion of these reports included in the final document "The Future We Want" of the United Nations Conference on Sustainable Development (Rio + 20), paragraph 47, with potential brazilian regulations compulsory.