Nature of green advertisements in India: Are they greenwashed?

Fernando, Angeline Gautami; Sivakumaran, Bharadhwaj; Suganthi, L.

doi:10.1080/01292986.2014.885537

Cited by 26 publications

(34 citation statements)

References 62 publications

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“…Various authors have drawn attention to the prevalence of greenwashing in the communication of organizations (e.g., Atkinson & Kim, 2014 ; Baum, 2012 ; Fernando, Sivakumaran, & Suganthi, 2014 ; Font et al, 2012 ; TerraChoice, 2007 , 2009 , 2010 ). Delmas and Burbano (2011) even talked about a “skyrocketing incidence” (p. 64).…”

mentioning

confidence: 99%

Making Green Stuff? Effects of Corporate Greenwashing on Consumers

Jong

Harkink

Barth

2017

Journal of Business and Technical Communication

136

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The marketing success of green products has spawned the phenomenon of greenwashing, but studies on the effects of greenwashing on consumers are still limited. Using a 4 × 2 randomized experimental design, this study examines such effects by determining whether consumers respond differently to greenwashing, silent brown, vocal green, and silent green organizations selling hedonic products (perfume) or utilitarian products (detergent). The results show that consumers recognized the green claims in the greenwashing condition, which led to an environmental performance impression in between green and brown organizations but also to more negative judgments about the integrity of communication. Regarding purchase interest, greenwashing organizations performed similarly as silent brown organizations, with significantly lower scores than those of vocal green and silent green organizations. No significant effects of product type and no interaction effects were found. Overall, greenwashing has only limited benefits (perceived environmental performance), poses a major threat (perceived integrity), and has no true competitive advantage (purchase interest).

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confidence: 99%

Making Green Stuff? Effects of Corporate Greenwashing on Consumers

Jong

Harkink

Barth

2017

Journal of Business and Technical Communication

136

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“…To characterize this concern, in 1986, Westerveld, an avid environmentalist coined the term "green washing" to refer to the act of propagating misleading information about the environmental practices of the organization (Orange, 2010). Greenwashing is also defined as the intentional or unintentional act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service (Fernando, Sivakumaran & Suganthi, 2014). In practice, greenwashing denotes the practice of falsifying, omitting and presenting ambiguous environmental claims in green marketing messages (Tschupp, 2012).…”

Section: Credibility Of Green Marketing Toolsmentioning

confidence: 99%

“…According to the green marketing firm Terrachoice (2010), the risks of greenwashing include misleading consumers, jeopardizing consumer trust, increased competitive pressure from illegitimate green products, poor corporate image and reduced market share as a result of consumer cynicism. Overall, greenwashing has a cumulative negative effect of spoiling the market for genuine green products and dilute the competitive edge associated with the adoption of green marketing strategies (Delmas & Burbano, 2011;Fernando et al, 2014). Although the threats of greenwashing are evident, there is no consensus in marketing literature on what constitutes greenwashing (Alves, 2009).…”

Section: Credibility Of Green Marketing Toolsmentioning

confidence: 99%

Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review

Muposhi¹

2018

JEBS

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Green marketing is growing in importance as it is tied to the universal goal of sustainable development. Although green marketing is gaining in prominence as a strategic imperative, mixed accounts a bound on its ability to create sustainable competitive advantage. Against this backdrop, this conceptual paper discusses the concept of green marketing, its drivers, challenges and future directions in the context of emerging markets. With the aid of a systematic literature review, this paper discusses market opportunities and challenges, implementation gaps, future directions and misconceptions associated with the adoption and implementation of green marketing. Results of literature review showed that the adoption of green marketing is driven principally by market opportunities, environmental legislation, operating efficiencies and improved profitability. Literature reviewed also notes challenges associated with green marketing implementation such as consumer cynicism, variability in demand of green products and exorbitant investment costs related to green technologies. This paper concludes that successful implementation of green marketing depends on a green vision that meticulously counterbalances the vested interests of key stakeholders in the value chain such as suppliers and customers. Effective green marketing implementation is also contingent on the ability of top management to integrate, coordinate and re-configure corporate competences to achieve green marketing goals. This paper recommends that marketers should resist the green marketing bandwagon but rather focus on understanding implementation imperatives that are preconditions for creation of sustainable competitive advantage. Marketers should also note that green marketing is not a panacea to all marketing challenges as it needs to be supported by sound marketing acumen

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“…India is facing environmental issues such as rising air pollution, loss of food security and e-waste disposal pollution [16]. They have a 1.2 billion population and have generated 2.3 k MtCO2 emissions into the atmosphere in 2017 [18], classifying themselves as the third most polluter country only behind China and the US, long-time polluter ace.…”

Section: Introductionmentioning

confidence: 99%

Concepts and forms of greenwashing: a systematic review

et al. 2020

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Background: The aggravation of environmental problems has led companies to seek the development and commercialization of green products. Some companies mislead their stakeholders through a phenomenon called greenwashing.Results: This paper aims to explore the phenomenon of greenwashing through a systematic literature review in search of its main concepts and typologies in the past 10 years. This research has followed the proceedings of a systematic review of the literature, based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). We identified a major classification of greenwashing: firm-level executional, firm-level claim, product-level executional, and product-level claim. Conclusion:It was possible to highlight and catalog the types of the phenomenon. A structure based on such type has been observed in the literature.

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Nature of green advertisements in India: Are they greenwashed?

Cited by 26 publications

References 62 publications

Making Green Stuff? Effects of Corporate Greenwashing on Consumers

Making Green Stuff? Effects of Corporate Greenwashing on Consumers

Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review

Concepts and forms of greenwashing: a systematic review

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