Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies

Is greenwashing a concept describing companies using misleading communication or is it co‐constructed in the eye of the beholder? By discussing the literature, we find that existing definitions of greenwashing overemphasize the strategic intention to mislead and do not incorporate unjust allegations. Then, by combining signaling theory with legitimacy theory, we frame the communication process of the greenwashing accusation and the emergence of a negative narrative caused by the accusation and its effect on legitimacy. Hence, in this paper we argue that greenwashing epistemologically is constituted in the eye of the beholder , depending on an external accusation. Following this view, the greenwashing accusation is understood as a distortion factor altering the signal reliability of green messages. Based on our conceptual analysis, we provide a conceptual framework introducing a new typology of case‐based greenwashing (greenwashing , false greenwashing , potential greenwashing and no greenwashing ) and the effects of these types on corporate legitimacy. Finally, we propose a revised definition of greenwashing as co‐creation of an external accusation toward an organization with regard to presenting a misleading green message. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment     

绿色资源整合能力、漂绿行为与企业绩效——恶性竞争的调节中介作用

本文以漂绿行为为中介变量,恶性竞争为调节变量,构建了绿色资源整合能力对企业绩效影响的概念模型。通过实证研究发现：绿色资源整合能力对漂绿行为有负向影响;漂绿行为在绿色资源整合能力和企业绩效间有部分中介作用;恶性竞争正向调节漂绿行为在绿色资源整合能力和企业绩效关系中的中介作用。     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

Representative account or greenwashing? Voluntary sustainability reports in Australia's mining/metals and financial services industries

Why are more and more companies voluntarily issuing costly, potentially exposing standalone sustainability reports on environmentally and socially problematic issues? Using legitimacy theory, this study analyses ways companies seek to strategically enhance legitimacy by leaning towards either ‘representative’ reporting of both favourable and unfavourable information especially in an industry's highest impact domains, or ‘greenwashing’ (including whitewashing non-environmental issues), which downplays unfavourables and high-impact domains and highlights favourable but less relevant points. Content analysis compared Global Reporting Initiatives (GRI) reports from 2011 to 2019 by Australian financial services companies (107 reports) and mining and metals companies (122). Specifically, to critique reporting quality in fine grain, it disaggregated results into levels (from omission to full quantitative treatment) of disclosure of good/bad/neutral news indicators and violation-related/non-violation-related ones and identified highest impact domains. Neither industry's reporting was very representative. Relatively though, mining and metals leant towards representation: fuller disclosure on environmental aspects (its highest impact domain), including unfavourables: bad and violation-related indicators. Financial services companies only led in disclosing neutral social indicators, not bad or violation-related ones, so leant towards greenwashing. Results also suggest that after the GRI clarifying materiality principle in 2016, financial services disclosure quality dropped further by de-emphasising environmental without lifting social disclosures, while mining and metals' stayed unchanged. The results confirm and better specify widely indicated reporting weaknesses, contributing to content analysis methodology and legitimacy theory. This arms guideline setters, investors and other stakeholders to better evaluate/design reports and might encourage firms to voluntarily improve disclosures.     

Environmental management certification and environmental performance: Greening or greenwashing?

This article analyzes the contribution of certifiable environmental management standards—such as ISO 14001 and the Eco‐Management and Audit Scheme (EMAS)—to corporate environmental performance. Based on a content analysis of 414 third‐party‐verified environmental statements from EMAS‐registered Spanish organizations, which included information for around 6,700 detailed indicators, a weak improvement in environmental performance was found. Less than half of the analyzed indicators—namely, 48.27%—revealed a net improvement. Similarly, analysis of the justifications of the registered companies for the lack of improvement points to a rather symbolical adoption of the certification, intended to do only the bare minimum. These findings call into question the prevailing opinion about the positive impact of voluntary certifiable environmental management standards on environmental greening. Implications for managers and public policy makers, as well as for other stakeholders, are discussed.     

Awash in a Sea of Confusion: Benefit Corporations,Social Enterprise,and the Fear of “Greenwashing”

In the last five years, the majority of U.S. states enacted benefit corporation legislation, creating a new legal form of business that embraces the “triple-bottom line” of people, planet, and profit. Benefit corporation status provides legal protections for directors and officers, who may now balance social and environmental impact with shareholder returns. It also creates rich opportunities for social entrepreneurs, gives investors more socially responsible options, and offers a helpful designation for consumers. I describe the history and purpose of benefit corporations, evaluate their pros and cons, and argue that safeguards against “greenwashing” make benefit corporations a valuable business form of social enterprise.     

Greenwashing and environmental communication: Effects on stakeholders' perceptions

Since the first Earth Day in the 1970s, corporate environmental performance has increased dramatically, and cases of greenwashing have increased sharply. The term greenwash refers to a variety of different misleading communications that aim to form overly positive beliefs among stakeholders about a company's environmental practices. The growing number of corporate social responsibility claims, whether founded or not, creates difficulties for stakeholders in distinguishing between truly positive business performance and companies that only appear to embrace a model of sustainable development. In this context, through the lens of legitimacy and signalling theory, we intend to understand and assess the different influences that various types of misleading communications about environmental issues have on stakeholders' perceptions of corporate environmental responsibility and greenwashing. Stakeholder responses to an environmental scandal will also be assessed. The hypotheses tested through a four‐for‐two design experiment reveal that different levels of greenwashing have a significantly different influence on stakeholders' perceptions of corporate environmental responsibility and stakeholders' reactions to environmental scandals.     

Exploring factors relating to extinction disclosures: What motivates companies to report on biodiversity and species protection?

This paper seeks to contribute to the existing business strategy and the environment literature by investigating the disclosure practices of biodiversity/extinction (B/E) and threatened species. We use greenwashing theory to understand global companies' motivation to report on B/E information. Data are collected from 200 Fortune Global companies for 3 years. We develop our comprehensive 53 disclosure index and create and test OLS regression model to measure the relationships between B/E disclosures and its determinants factors including environmental performance, industry sector, country, assurance, environmental awards, presence of biodiversity partners, and the number of species' related disclosure. Our results reveal that there are positive significant relationships between B/E disclosure and assurance provided by the Big 4: gaining an environmental award, companies from high biodiversity risk sectors, developing countries, presence of biodiversity partners, and how many specific biodiversity words are published in companies' reports. On the other hand, there are positive insignificant relationships between B/E disclosure and assurance: poor performers and the number of species disclosed in companies' reports. Our findings have important implications for regulators and policymakers. Our evidence appears to be robust when controlling for possible endogeneities.     

中国消费品市场中“漂绿”的治理分析:基于信任的视角

基于中国经济社会处于转型期的背景,运用不完全信息漂绿博弈模型,讨论绿色消费品市场中信任对交易和规制政策效果的影响,发现信任的高低对漂绿现象出现的概率大小和漂绿治理政策的效果起到了关键作用。应通过参与和透明的方式,提高消费者对绿色产品的信任度、消费者和生产者对绿色产品相关规制政策的信任度,最终达到增强漂绿治理政策效果。     

The effect of greenwashing on online consumer engagement: A comparative study in France,Germany, Turkey,and the United Kingdom

The effect of the Volkswagen emission crisis in 2015, the biggest greenwashing event in recent years, on the online consumer engagement of Facebook brand pages was investigated in France, Germany, Turkey, and the United Kingdom. These countries have been selected for the reason that Volkswagen sales and diesel‐engine cars and the use of social media are quite common. For 6 years in these four countries, the likes, comments, and shares made by consumers on the Facebook brand page of Volkswagen have been examined. The monthly dataset covers January 2012 to December 2017. The obtained data were analyzed with autoregressive–moving average models. Despite a globally positive approach to green products, countries' attitudes toward greenwashing have been significantly different. The findings showed that online consumer engagement was negative in the United Kingdom and Turkey and in a positive direction in Germany, whereas there was no change in France in the fourth quarter of 2015.