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    Corporate Greenwashing: Submitted By: Ritika Singhal 1239 13

    Uploaded by

    Shreya Agarwal
    This document discusses corporate greenwashing, which is when companies selectively disclose positive environmental information without full disclosure of negative information to create an overly positive image. Due to growing environmental awareness, some companies invest in green marketing but the reality of their environmentalism can be disappointing. The document reviews literature showing that while greenwashing advertising can positively influence purchasing intentions, consumers recognize exaggerated claims and it hurts perceptions of communication integrity. The objectives are to study the concept of greenwashing, consumer awareness and response, and its impact on sustainability. Primary and secondary data was collected through a Google form and existing sources.

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    Corporate Greenwashing: Submitted By: Ritika Singhal 1239 13

    Uploaded by

    Shreya Agarwal
    37 views7 pages
    This document discusses corporate greenwashing, which is when companies selectively disclose positive environmental information without full disclosure of negative information to create an overly positive image. Due to growing environmental awareness, some companies invest in green marketing but the reality of their environmentalism can be disappointing. The document reviews literature showing that while greenwashing advertising can positively influence purchasing intentions, consumers recognize exaggerated claims and it hurts perceptions of communication integrity. The objectives are to study the concept of greenwashing, consumer awareness and response, and its impact on sustainability. Primary and secondary data was collected through a Google form and existing sources.

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    This document discusses corporate greenwashing, which is when companies selectively disclose positive environmental information without full disclosure of negative information to create an overly positive image. Due to growing environmental awareness, some companies invest in green marketing but the reality of their environmentalism can be disappointing. The document reviews literature showing that while greenwashing advertising can positively influence purchasing intentions, consumers recognize exaggerated claims and it hurts perceptions of communication integrity. The objectives are to study the concept of greenwashing, consumer awareness and response, and its impact on sustainability. Primary and secondary data was collected through a Google form and existing sources.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    37 views7 pages

    Corporate Greenwashing: Submitted By: Ritika Singhal 1239 13

    Uploaded by

    Shreya Agarwal
    This document discusses corporate greenwashing, which is when companies selectively disclose positive environmental information without full disclosure of negative information to create an overly positive image. Due to growing environmental awareness, some companies invest in green marketing but the reality of their environmentalism can be disappointing. The document reviews literature showing that while greenwashing advertising can positively influence purchasing intentions, consumers recognize exaggerated claims and it hurts perceptions of communication integrity. The objectives are to study the concept of greenwashing, consumer awareness and response, and its impact on sustainability. Primary and secondary data was collected through a Google form and existing sources.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    CORPORATE

    GREENWASHING
    SUBMITTED BY:
    RITIKA SINGHAL
    1239
    13
    BACKGROUND
     Corporate Greenwashing is the selective disclosure of positive information
    without full disclosure of negative information so as to create an overly
    positive corporate image.
     Due to increasing of environmental problems, and consequently in public
    awareness, many stakeholders are more aware of environmental consideration.
     Environmental awareness has grown on society and especially on consumers,
    they are eager for environmental-friendly products. When these customers
    perceive firms as socially responsible, they may be more willing to buy the
    products from these firms at a higher price.
     Sustainable development is defined by “development that meets the needs of
    the present without compromising the ability of future generations to meet
    their own needs”. The growing demand “drives firms to develop green
    marketing strategies to show consumers their good corporate image and social
    responsibility”.
     Some companies invest in green marketing communications, to be perceived
    as eco-friendly and socially engaged. They advertise and CSR to achieve
    better purchase intentions and brand attitudes. However, the reality behind
    corporate environmentalism can be disappointing.
     An attempt will also be made at logging the current state of awareness with
    respect to greenwashing and what reactions can be expected on account of the
    customers post awareness.
     Such greenwashing also harms the goals of sustainability and has a negative
    impact on the environment which is of immediate concern.
    LITERATURE REVIEW
     Larceneux et. al. (2011) studied the role of independent sustainability ratings
    on consumers’ response to companies’ corporate social responsibility (CSR)
    communication.
     Delmas et. al. (2011) classified organisations on the basis on environmental
    performance and the communication about their environmental performance.
     Krafft et. al. (2014) found that the customers may pose a favourable or neutral
    approach towards an eco-friendly advertisement. However, this didn’t rule out
    the possibility of them being sceptical as there is always a chance of
    greenwashing taking place behind the curtains. Nevertheless, customers were
    more favourably disposed towards purchasing a product after witness a green-
    washed advertisement.
     Harkink et. al. (2017), studied whether the consumers respond differently to
    greenwashing, silent brown, vocal green and silent green organisations. They
    found that consumers recognised the green claims in the greenwashing
    condition which led to negative judgements about the integrity of
    communication.
     De Jong et. al. (2018) found that consumer’s intent to buy isn’t altered by
    greenwashing unless the organisation has an actual intention of maintaining
    sustainability. They also found that "greenwashing has a positive effect on the
    perceived environmental performance of the organization, but a negative effect
    on the perceived integrity of its communication".
     Netto et. al. (2020), found that greenwashing was observed in various forms
    which made its identification difficult for consumers. Even among expert
    consumers who were well informed about greenwashing and the market in
    question, it posed to be challenge. As for regular consumers having little to no
    information about the said phenomenon, the accusation process was found to
    be even more complicated.
    OBJECTIVES OF THE STUDY

     To study the evolution and concept of corporate greenwashing

     To analyze customer awareness and response to corporate greenwashing

     To study the impact of corporate greenwashing on environment and


    sustainability
    SAMPLE AND DATA
     Data was collected in two forms- primary and secondary.
     Primary Data was collected in the form of an google form which

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