The Drivers of Greenwashing
2011/10/01 by Magali A. Delmas, Vanessa Cuerel Burbano, Vanessa Burbano · 38 citations
Business, Management and Accounting · #Business #Context (archaeology) #Corporate social responsibility #Environmental Sustainability in Business #Greenwashing #Marketing #Political science #Product (mathematics) #Public relations #Service (business)
paper · open access · doi:10.1525/cmr.2011.54.1.64
published in California Management Review 54(1), 64-87 (SAGE Publishing)
openalex publication_date 2011/10/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/15
Abstract
More and more firms are engaging in greenwashing, misleading consumers about their environmental performance or the environmental benefits of a product or service. The skyrocketing incidence of greenwashing can have profound negative effects on consumer and investor confidence in green products. Mitigating greenwashing is particularly challenging in a context of limited and uncertain regulation. This article examines the external (both institutional and market), organizational and individual drivers of greenwashing and offers recommendations for managers, policymakers, and NGOs to decrease its prevalence.
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