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

See all articles by Lorianne Mitchell

Lorianne Mitchell

East Tennessee State University - College of Business and Technology

Wesley Ramey

East Tennessee State University

Date Written: 2010

Abstract

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

Suggested Citation

Mitchell, Lorianne and Ramey, Wesley, Look How Green I am! An Individual-level Explanation for Greenwashing (2010). Journal of Applied Business and Economics, 12(6) 40-45, 2011. Available at SSRN: https://ssrn.com/abstract=2409956

Lorianne Mitchell (Contact Author)

East Tennessee State University - College of Business and Technology ( email )

United States

Wesley Ramey

East Tennessee State University ( email )

Department of Management and Marketing
Johnson City, TN 37614
United States

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