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Look How Green I Am! An Individual-Level Explanation for GreenwashingMitchell, Lorianne D., Ramey, Wesley D. 01 January 2011 (has links) (PDF)
Greenwashing occurs when organizations misrepresent themselves as engaging in earth-friendly behaviors. In this paper, the authors explain greenwashing and discuss its implications for the consumer and the organization. Moreover, using the existing theoretical framework of competitive altruism theory (Barclay, 2004; Hardy & Van Vugt, 2006), the authors explain the consumer’s role in the increasing corporate displays of greenwashing.
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Green Banking : A qualitative study on how Nordea Bank avoids greenwashingvon Cotzhausen Modin, Sofia, Linde, Vanessa January 2023 (has links)
Previous research on greenwashing has highlighted the need for empirical research on how to avoid greenwashing. This study attempts to add to the literature on avoiding greenwashing by investigating how Nordea, the Nordic bank, avoids greenwashing internally through a qualitative case study. Delmas and Burbano’s (2011) ‘Drivers of Greenwashing’ model consists of three main drivers: market external, organizational, and individual psychological drivers, which are the starting point for the analytical model. An analytical model based on the ‘Drivers of Greenwashing’ was created to analyze the empirical data. The result of the study concludes that Nordea avoids all previously mentioned drivers of greenwashing through their code of conduct, e-learnings, and following guidelines on clear communication. The analysis in this case study contributes perspective on the current research in greenwashing avoidance within the banking sector by evaluating Nordea's strategies in avoiding greenwashing.
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Srovnání green marketingu a greenwashingu. / Comparison of green marketing and greenwashing.Horychová, Tereza January 2017 (has links)
This dissertation explains area of so called green marketing and shows also it's less known face - greenwashing. The thesis defines these terms from develop, design and typology point of view.
The goal of thesis is to find out an occurrence level of greenwashing which means a possibility to reach an environmental image without an ecological activities and to compare it with a range of real green marketing. A practical part focuses on an analysis of 50 most valuable companies of present days which are considered as environment friendly. All necessary data are gathered by this analysis.
Results are reached by a comparative analysis which shows us a companies committing greenwashing. A ratio of green marketing and greenwashing occurrence, most often occurrence of particular methods as well as branches of most often greenwashing occurrence are determined by evaluation of above mentioned comparative analysis. The assessment is presented in an outcome of diploma thesis.
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Är influencers kommunikation hållbar? : En innehållsanalys utifrån modellen “The seven sins of greenwashing” / Is the communication by influencers sustainable? : A content analysis basedon the model “The seven sins of greenwashing”Kalabic, Sofia, Diniz, Tiffany January 2020 (has links)
The purpose of the study is to review sponsored Instagram posts from influencers with a sustainable focus. This is to investigate how influencers communicate about sustainability in their sponsored posts and whether they are an appropriate choice for communicating about sustainability or whether it gives rise to greenwashing. The Instagram posts will be reviewed through the use of the model “The seven sins of greenwashing”. The results of the study have shown that depending on which companies the influencer chooses to communicate with it is possible to have sustainable collaborations. However, only 2 of 8 collaborations in the study are fully sustainable according to the model “The seven sins of greenwashing”. Suggestions for future research prompts others to investigate fewer influencers and more of their content so that it can bring better understanding and more indications as to what makes an influencer and their collaborations sustainable. Furthermore, since this study has only analyzed information on Instagram, future research can thus also examine the companies and organisations that are involved in the collaborations to get a nuanced understanding of sustainable collaborations. The essay is written in Swedish. / Syftet med studien är att granska de sponsrade Instagram inlägg som görs av influencers meden hållbar inriktning. Genom att studera dessa Instagram inlägg undersöks det hur influences kommunicerar kring hållbarhet i sina sponsrade inlägg. Detta för att undersöka om influencers är ett lämpligt val för att kommunicera om hållbarhet eller om det ger upphov till greenwashing. Resultatet av studien har visat att beroende på vilka företag påverkaren väljer att kommunicera med är det möjligt att ha hållbara samarbeten. Emellertid är endast 2 av 8samarbeten i studien fullt hållbara enligt modellen ”The seven sins of greenwashing”. Förslagtill framtida forskning uppmanar andra att undersöka färre influencers och mer av deras innehåll så att det kan ge bättre förståelse och fler indikationer på vad som gör en influencer och deras samarbete hållbara. Eftersom denna studie endast har analyserat information på Instagram kan framtida forskning även undersöka de företag och organisationer som är involverade i samarbeten för att få en nyanserad förståelse för hållbara samarbeten. Denna studie är skriven på svenska.
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Greenwashing to Green Innovation in Automotives and BeyondMitchell, Lorianne D., Harrison, Dana 01 January 2012 (has links)
Recent industry reports evidence a marked increase in consumer interest in purchasing green automobiles (Hybrid Cars, 2011). With the introduction of the Escape Hybrid vehicle in 2004, Ford Motor Company made an indelible mark on the automobile industry as the first American automaker to produce a hybrid sport utility vehicle. In this paper, we examine how Ford emerged from a cloud of greenwashing allegations to become celebrated for its green practices.
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Greenwashing: A Case for Coming CleanMitchell, Lorianne D., Ramey, Wesley 01 March 2011 (has links)
No description available.
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Hållbarhetsexperter eller marknadsföringsjippo? : En kvalitativ innehållsanalytisk studie av begreppet Greenwashing inom svenska modeföretags hållbarhetskommunikation / Sustainability experts or a marketing stunt?Cicerone, Valentina, Aguilar, Gabriella January 2021 (has links)
Denna forskningsstudie är en kvalitativt undersökande studie av svenska modeföretags hållbarhetskommunikation utifrån en utvärdering av konsultmodellen The Seven Sins of Greenwashing. Studien ämnar att undersöka hur The Seven Sins of Greenwashing fungerar som ett verktyg och ramverk för att analysera svenska modeföretags hållbarhetskommunikation samt om greenwashing förekommer i deras gröna marknadsföring med hjälp av The Seven Sins of Greenwashing. Studiens teoretiska perspektiv ämnar att på ett holistiskt sätt bemöta de forskningsbegrepp och studier som relaterar till greenwashing e.g legitimitet, isomorphism och decoupling. Föreliggande studie har valt att flytta fokus från kunden och kundens relation till hållbarhet för att istället kritiskt granska och analysera modevarumärkens gröna marknadsföring och kommunikation av modeprodukter. Därmed utgör organisationer studiens analytiska perspektiv, eftersom att allt fler modeföretag använder sig av grön marknadsföring som ett sätt att visa sig hållbara gentemot konsumenter. Vi har identifierat ett forskningsgap för kvalitativa studier som undersöker greenwashing utifrån ett organisatoriskt perspektiv, och med användandet av The Seven Sins of Greenwashing som ett analytiskt redskap inom modebranschen. Studiens syfte är att granska information och kommunikation som görs genom modeföretags hållbarhetsrapporter utifrån modellen The Seven Sins of Greenwashing. För att studera undersökningens syfte ställs följande frågeställningar; (RQ1) Hur fungerar The Seven Sins of Greenwashing som en teoretisk modell för att analysera stora kommersiella företag inom modebranschen? och (RQ2) Hur uttrycker svenska modeföretag sitt hållbarhetsarbete genom deras hållbarhetsrapporter? Förekommer greenwashing utifrån modellen The Seven Sins of Greenwashing? För att besvara studiens syfte och forskningsfrågor har studien utgått ifrån kvalitativa innehållsanalytiska metoder och tematisk kodning utifrån ett på förhand givet kategoriseringssystem av innehållsliga områden kopplade till The Seven Sins of Greenwashing. Studiens resultat kunde identifiera greenwashing i företagens hållbarhetsrapportering utifrån The Seven Sins of Greenwashing främst genom otydliga, vaga och irrelevanta påståenden som användes i hållbarhetsrapporterna för att uttrycka och beskriva företagens hållbarhetsarbete. Slutsatser dras om att TerraChoice (2009) konsultmodell The Seven Sins of Greenwashing fungerar som ett analytiskt verktyg och ramverk för denna typ av akademiska studier. Slutsatser kan också dras, genom användandet av modellen, att samtliga företag som ligger till grund för undersökningen på olika vis greenwashar i sin hållbarhetskommunikation. / This research study is a qualitatively investigative study of Swedish fashion companies sustainability communication based on an evaluation of the consulting model The Seven Sins of Greenwashing. The study aims to investigate how The Seven Sins of Greenwashing works as a tool and framework for analyzing Swedish fashion companies sustainability communication and whether greenwashing occurs in their green marketing with the help of The Seven Sins of Greenwashing. The theoretical perspective of the study aims to respond in a holistic way to the research concepts and studies that relate to greenwashing, e.g legitimacy, isomorphism and decoupling. In our study, we have chosen to shift the focus from the customer and the customer's relationship to sustainability to instead critically examine and analyze the fashion brands' green marketing and communication of fashion products. Thus, organizations constitute our analytical perspective, as more and more fashion companies use green marketing as a way to prove themselves sustainable towards consumers. We have identified a research gap for qualitative studies that examines greenwashing from an organizational perspective, and with the use of The Seven Sins of Greenwashing as an analytical tool within the fashion industry. The purpose of the study is to examine information and communication made through fashion companies sustainability reports based on the model The Seven Sins of Greenwashing. To study the purpose of this study the following questions are asked; (RQ1) How does The Seven Sins of Greenwashing work as a theoretical model for analyzing large commercial companies within the fashion industry? and(RQ2) How do Swedish fashion companies express their sustainability work through their sustainability reports? Does greenwashing occur based on the model The Seven Sins of Greenwashing? We have addressed the study's purpose and research questions with qualitative content analytical methods and thematic coding based on a pre-given categorization system of content areas linked to The Seven Sins of Greenwashing. The results of the study were able to identify greenwashing in the companies sustainability reporting based on The Seven Sins of Greenwashing mainly through unclear, vague and irrelevant statements that were used in the sustainability reports to express and describe the companies sustainability work. Conclusions are drawn that TerraChoice (2009) consulting model The Seven Sins of Greenwashing serves as an analytical tool and framework for this type of academic study. Conclusions can also be drawn, through the use of the model, that all companies that form the basis of this study in different ways greenwash in their sustainability communication.
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Gröna lögner i produktinformation : Designförslag för att öka konsumenters kunskap om greebwashing med agentiva tjänsterÖhrfelt, Clara January 2024 (has links)
Agentiva tjänster används i allt fler sammanhang på grund av sin förmåga att anpassa sitt beteende efter användarens behov. Idag finns ett utbrett intresse för att anta mer miljövänliga konsumtionsbeteenden. Något som försvårar detta är förekomsten av greenwashing-praktiker i produktinformation. På grund av svårigheter med att uppmärksamma detta riskerar konsumenter att vilseledas. Genom att anta en kvalitativ designorienterad forskningsansats avser studien undersöka hur agentiva tjänster kan designas för att skapa de förutsättningar som konsumenter behöver för att undvika att vilseledas av greenwashing i produktinformation. Utifrån existerande litteratur togs fyra designförslag fram. Designförslagen utvärderades och reviderades därefter. Studien resulterade i fyra designförslag för hur agentiva tjänster kan designas för att uppmärksamma och informera konsumenter om greenwashing-praktiker. Resultatet avser bidra med kunskap om hur egenskaper hos agenter kan användas för att överkomma de utmaningar som tidigare forskning beskriver gällande att nå fram med information till konsumenten. Denna kunskap kan även ligga till grund för design av tjänster för att öka konsumenters medvetenhet gällande greenwashing. / Agentive services are utilized in a variety of contexts due to their ability to adapt their behavior according to the needs of the user. There is a widespread interest in adopting more environmentally sustainable consumption behaviors among consumers today. Greenwashing is a recurring problem that discourages consumers from actively making sustainable purchase choices. Greenwashing is difficult to detect, which puts consumers at risk of being mislead by false green claims. Through a qualitative design research study, this study aims to examine how agentive services can be designed to create the necessary conditions for consumers to avoid being mislead by greenwashing practices in product information. Based on existing litterature, four design suggestions were formulated. The design suggestions were evaluated and then revised. The study resulted in four design suggestions for how agentive services can be designed to inform and make consumers aware of greenwashing practices. The result aims to contribute to further knowledge about how the properties of agents can be used to overcome the challenges previous litterature describes in regard to informing consumers. This knowledge could also support future design of services intended to increase consumer awareness of greenwashing practices.
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Deception in environmental advertising: consumers’ reactions to greenwashingStokes, Staci Ann January 1900 (has links)
Master of Science / Department of Journalism and Mass Communications / Robert C. Pearce / The present research explored whether consumer reactions to a deceptive environmental
ad differs from consumers’ reactions towards a similar true green ad. The deceptive ad used in
this study violates all FTC regulations for acceptable environmental claims. The practice of
deceptive environmental advertising, known as green washing, is an increasing problem for
consumers and advertisers as environmental products and services are offered at an increasing
rate in the marketplace. Undergraduate college students participated in the experiment testing
four hypotheses. As predicted, consumers were not able to identify a green washed ad as
deceptive. Similarly, a measurement of consumers’ perceived overall ethics associated with the
ad revealed low ethical concerns towards both green washed and true green ads. Attitudes
towards green washing were also measures, and, as hypothesized, consumers have equally
positive attitudes towards green washed and true green ads and brands. Additionally, stronger
levels of environmental concern decreased the consumers’ ability to detect deception in
green washed ads. Implications indicate that consumers cannot perceive differences in
green washed ads and true green ads, and the prevalence of green washing has the potential to
cause serious damage to the credibility of the advertising industry.
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Sustainability reports: environmental friendly or a greenwashing tool? : A study of how global mining companies use sustainability reportLandén, Johannes, Malmberg, Edvin January 2016 (has links)
No description available.
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