Greenwashing
“Walk The Talk!” Building Corporate Sustainable Brand Strength Through A Sustainable Supply
Accusations made against green-washing within the corporate branding context have steadily increased. Few studies have investigated the integration of social and environmental aspects in the Read More »
Author: Joachim Zentes, Darlene Farina Whitaker, Victoria Lonnes
Contributor: eb™ Research Team
Can Evoking Nature In Advertising Mislead Consumers? The Power Of ‘Executional Greenwashing’
‘Executional greenwashing’ refers to the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Based on classic models of persuasion, a first Read More »
Author: Beatrice Parguel, Florence Benoît-Moreau, Cristel Russell
Contributor: eb™ Research Team
Consumer Perceptions Of Greenwashing: The Role Of Third-Party Labels, Brand Positioning, And Type
Numerous companies today engage in greenwashing, which tends to create confusion for consumers and leads to negative consumer responses. Yet, current literature seldom investigates how consumers’ Read More »
Author: Valérie Swaen, Catherine Janssen, Barbara Dupont
Contributor: eb™ Research Team
Visuality As Greenwashing: The Case Of BP And Deepwater Horizon
We use a visual semiotic approach to explore how BP utilized the power of the visual after the 2010 Deepwater Horizon disaster. Through the careful construction and use of images on its corporate Read More »
Is Cause-related Marketing Green-Washing?
Cause-related marketing (CrM) is an increasingly applied marketing tool where the product purchase leads to a target-oriented donation regarding a designated cause promoted on the product by label. Read More »
Author: Nina Langen, Carola Grebitus, Monika Hartmann
Contributor: eb™ Research Team
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