Look How Green I am! An Individual-level Explanation for Greenwashing
Journal of Applied Business and Economics, 12(6) 40-45, 2011
6 Pages Posted: 17 Mar 2014
Date Written: 2010
Greenwashing occurs when organizations misrepresent themselves as engaging in earth-friendly behaviors. In this paper, the authors explain greenwashing and discuss its implications for the consumer and the organization. Moreover, using the existing theoretical framework of competitive altruism theory (Barclay, 2004; Hardy & Van Vugt, 2006), the authors explain the consumer’s role in the increasing corporate displays of greenwashing.
Keywords: greenwashing, consumer, competitive altruism theory
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