Transcription of The Drivers of Greenwashing - Columbia Business School
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The Drivers ofGreenwashingMagali A. DelmasVanessa Cuerel BurbanoMore and more firms are engaging in Greenwashing , misleading consumers about their environmental performanceor the environmental benefits of a product or service. The skyrocketing incidence of Greenwashing can haveprofound negative effects on consumer and investor confidence in green products. Mitigating Greenwashing isparticularly challenging in a context of limited and uncertain regulation. This article examines the external (bothinstitutional and market), organizational and individual Drivers of Greenwashing and offers recommendationsfor managers, policymakers, and NGOs to decrease its prevalence. (Keywords: Corporate Social Responsibility,Environmental Policy, Green Marketing, Greenwashing )The consumer and capital markets for green products, services, and firmshave been expanding rapidly in the last decade.
May 07, 2011 · firms. Thus, firms with good environmental performance that positively communi-cate about their environmental performance can be described as “vocal green firms” (quadrant II in Figure 1 below) while those that do not communicate about their environmental performance can be described as “silent green firms” (quadrant IV).
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