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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Business

Geometry

Paleontology

Marketing

Context (archaeology)

Public relations

Service (business)

Product (mathematics)

Corporate social responsibility

Greenwashing

California Management Review

The Drivers of Greenwashing