No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
The new greenwash? Potential marketing problems with carbon offsets
... The term greenwashing is used to refer to companies that are misleading their consumers about the goods and services they offer (Lyon & Maxwell, 2011). Greenwashing is a concern because fooling customers about a corporation's sustainability impact reduces customers' capacity to believe the messaging of manufacturers producing "green claims," potentially harming the green sector overall (Polonsky, Grau, & Garma, 2010). One of the most common indicators of sustainable buying habits, according to (Gleim & Lawson, 2014), is the customer's comprehension of the consequences of their actions. ...
... Green marketing's purpose is to highlight the relevance of pollution prevention from the perspective of the consumer (Moravcikova, Krizanova, Kliestikova, & Rypakova, 2017). According to Polonsky et al. (2010), the purpose of green marketing is to enhance the ecological systems even while improving customer services connected and standard of living. This is to help customers comprehend the issues around goods use as well as acknowledge that by changing their consumption behavior, they may reduce emissions. ...
... As a result, going green undermines public faith in green products and may harm the green industry overall (Hamann & Kapelus, 2004). As a consequence, some claim that greenwashing could kill the green business by increasing customer distrust of sustainable goods (Polonsky et al., 2010). ...
... Moreover, information about what the carbon compensation measures cover is often omitted. As a consequence, it is difficult for consumers to make a responsible consumption decision (e.g., Polonsky, Grau, and Garma 2010). ...
... They solely focus on the ecological benefits of flying and thus, may distract consumers from the negative environmental consequences. Therefore, they can be categorized as omission claims and thus, as potentially greenwashing (Majoras 2008;Polonsky, Grau, and Garma 2010). ...
... Here, 'a uniform, accepted standard' could help advertisers to avoid greenwashing as well as consumers to get more clarity about the environmental benefit achieved through the compensation measure. Additionally, information about the scope of the compensation, the timing of the compensation, and the quality of the compensation should be mandatory to provide when environmental compensation is offered (Polonsky, Grau, and Garma 2010). Finally, tools that help consumers to detect misleading advertising claims should be implemented. ...
Drawing on information process theories, this study investigated whether consumers have the ability to perceive greenwashing in vague and false greenwashing claims, as well as in abstract and concrete compensation greenwashing claims. Moreover, we examined the moderating role of topical environmental knowledge. We also looked at the effects of perceived greenwashing on brand evaluation and flight shame. Findings of an experimental study with a quota-based sample (N = 658) indicate that only concrete compensation claims do not significantly enhance greenwashing perceptions. However, when consumers have a high topical environmental knowledge, they are able to discover greenwashing in concrete compensation claims as well. Once greenwashing perceptions are triggered, they harm brand evaluations and foster flight shame. Implications for research on greenwashing and conclusions for practitioners are discussed.
... This is because by adopting greenwash measures, companies can deploy low-cost manufacturing machines and inexpensive advertising methods that result in low-quality products and further degrading the environment. Companies do not take any actions on how to save biological life (Polonsky et al. 2010). One of the essential matters in recent times is the dumping of raw chemicals in the rivers by the companies. ...
... Greenwash undermines the whole cluster of green selling. Thanks to these reasons, customers are laborious to trust in green selling campaigns (Polonsky et al. 2010). Organizations around the world should and must adopt the measures that have an impact on individuals and society. ...
... Greenwash also limits green brand love green brand image and green brand loyalty. Few researchers have identified the negative effect of greenwash on the brand image (Polonsky et al. 2010), and brand loyalty (Chen et al. 2018), however, none of the research has identified the effect on brand love. Greenwash affecting green purchase behavior can be extracted from literature, but using green brand love, green brand image, and green brand loyalty has never been studied before. ...
Consumers’ interest is accelerating toward environmentally sustainable products, which are commonly known as green products. Companies use greenwash to attract environmentally conscious consumers. The effects of greenwash have been studied on green purchase behavior of consumers along with green brand image, green brand love, and green brand loyalty as mediating variables. Consumers having experience of using any of the green products have been targeted for data collection. This empirical study has been tested using structural equation modeling (SEM). It has been proved that greenwash negatively affects the green purchase behavior of consumers. Furthermore, green brand image, green brand love, and green brand loyalty positively affect green purchase behavior, whereas they are negatively influenced by greenwash. Greenwash directly as well as indirectly negatively affects green purchase behavior. Firms must obtain consumers’ trust by diminishing greenwash and promoting green brand image, green brand love, and green brand loyalty, which can lead the consumers toward their green purchase behavior. This study can be potential in making firms competitive in the era of growing consumers' concerns about environmentally sustainable products.
... A selection of credible words on a firm's environmental and social performance, without the full disclose of detrimental data on such aspects in order to generate an excessively positive brand image, is an even proper definition offered by Lyon and Maxwell (2011). All these concepts of greenwash represent concerns with interaction, which leads people to believe that the environmental sustainability, procedures or goods of a company are excessively favorable (Lyon & Montgomery, 2015).Greenwash corresponds to advertisement or promotion which is cheating on customers about goods' environmental attributes (Polonsky, Grau, & Garma, 2010). Environmental efficiency of their goods is sometimes inflated by businesses, such that Greenwash is widespread in the industry (Parguel et al., 2011). ...
... The whole green marketing activity would be harmed by Greenwash (Hamann & Kapelus, 2004). Consumers are ultimately unable to trust in the green ads of corporations (Polonsky et al., 2010). Customers are therefore increasingly suspicious of the opportunistic greenwash of companies . ...
... Greenwash assumptions will discourage the mindset of customers towards the environmental commitments of an enterprise. This might contribute to a lack of consumer trust in green goods (Polonsky et al., 2010). Without such restrictions, greenwash practices increase exponentially, and if proceeded this will progressively jeopardize consumer trust and confuse consumers about any green advertisement (Aggarwal & Kadyan, 2014). ...
The study discusses the influence of greenwash on green purchase intention and explores the mediation roles of green confusion, green perceived risk and green trust. The research object of this study focuses in Jordanian food and beverage corporations. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash positively effects green confusion and green perceived risk. Besides, this study demonstrates that green confusion and green perceived risk mediate the negative relationship between greenwash and green purchase intention. It means that greenwash does not only have a directly negative effect on green purchase intention, but also have an indirectly negative effect on it via green confusion and green perceived risk. Finally, green trust does not influence green purchase intention and does not mediate the greenwash and green purchase intention relationship. Thus, this study suggests that companies should decrease their greenwash behaviors and should not only claim their "greenness" but also show the proof of their green products. These policies would reduce customer confusion and risk. It will raise the likelihood of green practices and claims by businesses, and contribute to improved green food and beverage purchasing intention.
... A selection of credible words on a firm's environmental and social performance, without the full disclose of detrimental data on such aspects in order to generate an excessively positive brand image, is an even proper definition offered by Lyon and Maxwell (2011). All these concepts of greenwash represent concerns with interaction, which leads people to believe that the environmental sustainability, procedures or goods of a company are excessively favorable (Lyon & Montgomery, 2015).Greenwash corresponds to advertisement or promotion which is cheating on customers about goods' environmental attributes (Polonsky, Grau, & Garma, 2010). Environmental efficiency of their goods is sometimes inflated by businesses, such that Greenwash is widespread in the industry (Parguel et al., 2011). ...
... The whole green marketing activity would be harmed by Greenwash (Hamann & Kapelus, 2004). Consumers are ultimately unable to trust in the green ads of corporations (Polonsky et al., 2010). Customers are therefore increasingly suspicious of the opportunistic greenwash of companies . ...
... Greenwash assumptions will discourage the mindset of customers towards the environmental commitments of an enterprise. This might contribute to a lack of consumer trust in green goods (Polonsky et al., 2010). Without such restrictions, greenwash practices increase exponentially, and if proceeded this will progressively jeopardize consumer trust and confuse consumers about any green advertisement (Aggarwal & Kadyan, 2014). ...
... The perception of green washing undermines consumers' attitudes towards a company that communicates about environmental engagement (Chen & Chang, 2013). As a result, greenwashing can destroy the market by causing consumers to suspect green products (Polonsky, Grau, & Garma, 2010). ...
... For example, more consumers may choose reusable shopping bags instead of plastic bags. In another example, during the replacement of electrical goods, consumers reduce the contribution of greenhouse gases by purchasing more energy efficient ones (Polonsky et al., 2010). Green consumers, who have concerns about environmental protection, pay attention to and avoid these behaviors (Peattie, 2001): ...
Green Marketing refers to efforts that in the production and marketing of products and services cause less harm
to the environment. It is now difficult to open up to local or international markets and to gain competitive advantage
over rivals. In this sense, it became necessary to meet the expectations of the consumers and to adapt to the changing
world. Today, as environmental problems increase, the consumers’ expectations from businesses have changed.
Green consumers are generally defined as individuals who adopt environmentally friendly behaviors and / or buy
green products among standard alternatives. It is important to create a good image as an environmentalist company
in the consciousness of consumers and society, to be environmentalist from the production of the products to putting
them on market and to improve recycling. In other words, the creation of the Green Marketing Mix (4P) enables the
business process to reach the green goal. Green product refers to the process of environmentally friendly, quality and
recycling oriented processes in the emergence of the product. Green price refers to the expenditures in the
manufacturing processes up to the presentation of the product affect the purchasing behavior of the consumer. Green
distribution refers to the business activities such as logistics carried out required in delivering the product to the
market with the least harm to nature. Green promotion is the introduction of a green product and the transfer of
environmental information to consumers through the right connections in the field of green product in its corporate
activities. Within this process, green strategic marketing is the planning and policy making process by including the
green factor in the marketing strategies of the enterprises. In this sense, this study focuses on the green marketing,
green marketing mix, green consumer concepts, green marketing strategies and global green practices.
... Hypothesis 2 (H2): The relationship between greenwash and sustainable behaviour is mediated by green perceived risk. Polonsky et al. (2010) concluded that in today's scenario, with the help of greenwash advertising, several companies deceive customers by claiming that their goods are "greener". Parguel et al. (2011) demonstrated that perceptions of greenwashing would damage consumer attitude towards a company and its environmental performance. ...
Aim: To evaluate how greenwashing can affect sustainable behaviour. This study also explores the role of green perceived risk and green scepticism as mediators and how these mediators affect each other sequentially in the relationship between greenwashing and sustainable behaviour. Methodology: As people are now completely dependent on gadgets in their daily lives, therefore, the researcher solicited consumers who had purchased eco-friendly gadgets from shopping malls and other electronic stores 450 subjects were selected using "purposive sampling". Indian consumers in Chennai, Hyderabad, Bengaluru, and Pondicherry are the subjects of the study. Responses were obtained through the use of a questionnaire. To test the research hypotheses, the study used SPSS 25 and AMOS 21. Results: The results indicate that the negative correlation between green washing and sustainable behaviour was mediated by green perceived risk and green scepticism, and these mediators serially affected green washing and sustainable behaviour. Interpretation: This study suggests that firms should integrate transparency into green products without employing greenwash, which would increase consumer trust in green products and reduce green perceived risk and green scepticism among them. Consumers today are aware of greenwashing and have started to investigate it. This research is crucial to protect both the environment and mankind. Key words: Green perceived risk, Green scepticism, Greenwash, Sustainable buying behaviour, Transparency
... P<.05). Literature also provides support for this finding (Kinnunen, 2020;Polonsky et al., 2010). This suggests that if a firm greenwashes about any green attribute, it creates confusion in consumers' minds about all the green claims of the firm. ...
Brand love is the ultimate commitment level of customers for a brand. The love for a
brand developed through concerted efforts by the marketers. Attaining customer brand love
increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets. Neo-luxury brands are highly
purchased brands in Pakistan. Therefore, the study evaluated customers’behavioral loyalties
toward Neo-luxury brands. A total of 315 valid questionnaires on neo-luxury brands were
collected from a representative sample of Millennials. . The data were analyzed through
structural equation modeling (SEM) using SmartPLS software. The study results revealed
that brand love could regulate the relationship of neo-luxury brands between the dimensions
of brand image, purchase intention, word-of-mouth, brand loyalty, and brand commitment.
The study also found that Mystery, Sensuality, and Intimacy impact brand love. The study
contributes to neo luxury brands in relationship with brand love. This research results give
valuable information for brand managers to consider when building brand love strategies
and applying them in marketing activities. It provides marketers insights into building brand
love and increasing market share.
... Many organizations currently use greenwash advertising to mislead consumers with environmental claims, presenting their products as "green" and "eco-friendly." They should also avoid making false promises to customers, as this will damage consumer loyalty to green products and make green marketing less effective (Polonsky et al. 2010). One of the previous studies also investigated that ethical judgment is the main reason behind the general moral evaluation of corporate misconduct (Andersch et al. 2019). ...
Today, people are becoming more aware of healthy living, particularly immunity, and demanding green products. They are also getting more concerned with environmental sustainability. Therefore, the industry should use the emerging concept of sustainability to take advantage of new opportunities. A significant challenge for marketers lies in creative thinking and response to consumer needs by tailoring sustainability practices and providing green products for a better standard of living. However, greenwashing is used to promote products as environmentally friendly when they are not. This greenwashing behaviour gives rise to negative environmental consequences. Hence, this study employs the Attitude-Behaviour-Context (A-B-C) theory, with 440 participants, constructs a research model using structural equation modeling to assess how greenwash could influence sustainable purchase intention of green gadgets using green altruism and green brand evangelism as parallel mediators that are serially antecedent to a third mediator, green scepticism. The results reveal that green altruism, green brand evangelism, and green scepticism partially mediate the proposed associations. Thus, green attributes that are transparent without being greenwashed do not induce green scepticism but rather enhance green altruism and green brand evangelism and promote sustainable purchasing. This study fills a research gap in the context of greenwashing through multiple mediators, with economic implications for manufacturers, marketers, and policymakers.
... P<.05). Literature also provides support for this finding (Kinnunen, 2020;Polonsky et al., 2010). This suggests that if a firm greenwashes about any green attribute, it creates confusion in consumers' minds about all the green claims of the firm. ...
The usage of green products has increased dramatically in the recent decade. The compelling reason behind this behavioral change is the consumer understanding of climate change and its negative impact on the planet. However, firms’ engagement in greenwashing is causing a detrimental impact on this green cause, and it is leading customers to disbelieve the environmental claims of the firms. This study investigates the impact of firms’ greenwashing practices on consumer green trust and green brand attachment. Moreover, it examines the intermediation factors of green perceived risk, green perceived value, green confusion, and green brand image. This study follows a quantitative research design and deductive approach. Data was collected from the home appliances consumers through an online and in-person survey questionnaire. Respondents were contacted by using the non-probability sampling technique and a sample of 330 valid responses was used to analyze the data. Confirmatory Factor Analysis was used to test the reliability of the variables and Structural Equation Modeling to test the nine hypotheses that were proposed in this study. The findings suggest that Greenwashing negatively affects Green Perceived Value (GPV) and GPV positively affects Green Trust (GT). GT showed a positive impact on Green Brand Attachment (GBA). Hence, it is proved that greenwashing may reduce the trust and Brand Attachment of the consumers with the green product. Greenwashing has a positive impact on Green Confusion and a negative impact on Green Brand Image. These findings augment the existing knowledge on the relationship between greenwashing and green brand attachment. It is suggested that if organizations want to increase consumers` green trust and green brand attachment, they must refrain from greenwashing. Green brand trust is a significant driver of the relationship-building process and organizations should strive to build it by furnishing real green values to the consumers, thus it will result in increasing the market share of the companies.
... When consumers feel cheated by the greenwashing exercised by a company, they may doubt their initiatives for sustainable development and may not want to maintain long-term relations with them. Therefore, when companies communicate untrue information about their engagement in environmental protection and about their green actions, consumers may feel disoriented (Hamann, Kapelus, 2004;Parguel et al., 2011;Dahl, 2018), and in consequence such organizations may lose prestige and consumers' trust (Polonsky et al., 2010;Hsu, 2011). ...
... Unsurprisingly, newer terms such as greenwashing, which means to "highlight one or two or more virtuous attributes of a product meant to impart goodness to the whole thing" [10] are now occupying mainstream discourses. These terms provoke serious issues that lead to mistrust and skepticism about the authenticity of specific claims, which impact the faith of consumers or audiences towards those real concerns and discourses [29]. As Meister [26] stated, "the involvement of celebrities in environmental causes also engages the commodity-driven function of capitalism, which often invites public criticisms about engaging the system against which many environmentalists rail". ...
Screen culture and conglomerates are starting to echo the green shooting phenomena; roles such as sustainability director, eco-manager, eco-consultant, and eco-assistant are taking a more prominent space in the entertainment and cultural industry to achieve the goal of creating sustainable productions. In this current context, there seems to be a need for an agent to catch the attention of the audience to make a claim about green policies and contribute to a green literacy fabric. This opinion article recognizes that there are two types of voices, internal (scholars and practitioners) and external (celebrities and audiences), that have arisen in the audiovisual industry from different perspectives. Hence, through a theoretical approach, it tackles the particularities, typologies, and the role celebrities play as hot spots to push both viewers and creators into better decision-making models. The results show two main typologies: celebrification, in which a person becomes famous due to their sustainable actions, provoking a metonymic effect, and recelebrification, when famous people or well-known figures redefine their status by acting sustainable, producing a synecdoche effect. In conclusion, it is difficult to define what goes before and what goes after: whether it is the celebrity who passes the attributes onto production or whether it is the production that, by its characteristics, passes its attributes onto the celebrity.
... Moreover, in addition to representing a voluntary governance intervention, the <IR> framework does not require companies to account for all the capitals (International Integrated Reporting Council, 2013). Using the materiality concept, a company may, therefore, only report on those capitals that it wants to, increasing the risk of "greenwash", with companies selectively disclosing capitals with positive environmental and societal performance, whilst concealing adverse performance (Alves, 2009;Delmas and Burbano, 2011;Polonsky et al., 2010). Stakeholders, such as senior employees and trade unions, have raised concern about the exclusion of the IIRC's initial proposal requiring companies to disclose the reason(s) why any omitted capital(s) were not considered material, as advocated by the "apply or explain" approach (Huggins and Simnett, 2015). ...
Purpose:
Despite initially being lauded as a revolutionary approach for companies to account to all stakeholders, the shareholder orientation of the international integrated reporting ( ) framework gave rise to questions about whether integrated reports would still sufficiently disclose pertinent corporate social responsibility (CSR) information. This paper aims to investigate the extent to which the framework has impacted the CSR disclosures contained in integrated reports of South African mining companies.
Design/methodology/approach:
The study deployed a mixed methods research approach, involving thematic content analysis of the CSR disclosures contained in the integrated reports of mining companies with primary listings on the Johannesburg Stock Exchange. The resultant qualitative data were subsequently analysed using a T-test of difference.
Findings:
The study observes that the release of the framework appears to have had a limited impact on the CSR disclosures in the integrated reports of most companies included in the study. However, where significant differences were identified, the CSR disclosures of some companies were positively impacted after the release of the framework, whilst others were negatively impacted.
Research limitations/implications:
As South Africa is acknowledged as a leader in the global movement, the paper’s observations have global relevance and suggest that the fundamental principles of should be reconsidered to improve the alignment with stakeholders’ information needs, as originally conceived.
Originality/value:
Despite the shareholder orientation of the framework, the global mining industry is acknowledged as being at the forefront of implementing CSR interventions to mitigate the adverse impacts of their operations on stakeholders, supporting a stakeholder orientation. As the adoption of continues to gain traction around the world, this paper’s contribution is that it represents one of the few papers to use the global reporting initiative G4 indicators to specifically examine the impact of framework on the CSR disclosures on the South African mining industry, where both and CSR reporting are quasi-mandatory disclosure requirements.
... Furthermore, it can lead to a loss of confidence among consumers, investors, and non-governmental organizations (Painter-Morland, 2006;Jahdi and Acikdilli, 2009;Lyon and Montgomery, 2015). Greenwashing may create a short-term gain for deceptive companies; however, in the long run, the entire green market will experience a fall (Polonsky et al., 2010). If the environmental, social, and governance information disclosed by enterprises is unreliable, the greenwashing behavior of enterprises may become an obstacle to incorporating environmental, social, and governance factors into investment decisions (Yu et al., 2020). ...
As global warming becomes increasingly prominent, countries worldwide advocate for a low-carbon economy to cope with the pressure to reduce greenhouse gas emissions. The Chinese government has proposed a “dual carbon” goal of peaking carbon emissions by 2030 and becoming carbon neutral by 2060. The disclosure of carbon information by Chinese enterprises has attracted widespread attention from society. This study selects the constituents of the Social Responsibility Index of China Shanghai Stock Exchange from 2016 to 2020 as samples to empirically analyze the relationship between the level of carbon information disclosure and corporate value, and the moderating effect of greenwashing behavior. Results indicated that the quality of carbon disclosure is positively correlated with the enterprise value. Greenwashing behavior promotes the positive impact of carbon disclosure quality on enterprise value in the short run, but this promoting effect fades in the long run. We further found that the carbon information disclosure of non-heavy-pollution enterprises has a more obvious positive impact on enterprise value than that of heavily polluting enterprises. Additionally, the positive impact of carbon information disclosure on enterprise value is more visible among enterprises in a good legal environment than those in a poor legal environment. This study enriches the relevant literature on carbon information disclosure and enterprise “greenwashing” behavior and has practical significance for promoting China’s low-carbon development in the context of ecological civilization and improving the enthusiasm for the quality of enterprise carbon information disclosure.
... Individuals that make these alternative payments ostensibly eliminate their influences on the environment. Despite the attractiveness of these strategies, analysts recognize several conditions that ultimately limit the efficacy of these efforts (Polonsky et al., 2010). Offset investors face substantial uncertainty establishing the costs of offsets as well as appropriate offsetting investments. ...
Voluntary offset investments provide the opportunity to compensate for the ecological consequences of consumption. Despite this opportunity, many entities do not purchase offset investments. We provide an overview of alternative carbon and biodiversity offset investments. We characterize the marketplace conditions, benefits, and constraints operating in the markets for voluntary carbon and biodiversity offset investments. We subsequently outline research implications inherent to these markets.
... When a brand claims to be environmentally responsible but does not engage in any specific activities to protect the environment, it is likely to be viewed as hypocritical because it does not act as it says [25]. It is also reasonable to doubt the authenticity of a brand when it is found to selectively disclose positive information without fully disclosing negative information [48]. Consumers are apt to believe that the brand will do anything to maximize its own benefit even if it damages consumers' benefits. ...
Greenwashing has become a widespread phenomenon and obstructs green products, but literature on how consumers react to misbehaving brands is still scarce. This study aims to investigate the effect of greenwashing on consumers’ brand avoidance, integrating the mediating effect of brand hypocrisy and the moderating effect of CSR–CA belief. Data were acquired from a questionnaire survey of 317 consumers. Hypotheses were tested in a first-stage moderated mediation model with a bootstrapping method using the PROCESS program in SPSS. The empirical results demonstrated that greenwashing has a positive effect on brand avoidance, which is partially mediated by brand hypocrisy. Meanwhile, the positive effects of greenwashing on brand hypocrisy and brand avoidance are both weaker at higher levels of CSR–CA belief. Furthermore, the mediating effect of brand hypocrisy is also weaker at higher levels of CSR–CA belief. Based on these findings, we recommend that brands fulfill their environmental claims and balance their quality control, manufacturing costs and environment protection. Moreover, the government and environmental protection organizations should educate the public that there is not necessarily a tradeoff between corporate social responsibility (CSR) and corporate capability (CA).
... In fact, the available literature shows that 80% of green customers would decline to buy from firms that disregard environmental regulations or those that rely on greenwash to present their non-green products as green (Laroche et al., 2001). Greenwash refers to advertising or marketing that cheats consumers about the environmental functionality of products (Polonsky et al., 2010). Consequently, firms are compelled to strategize ways of building green competitive advantage (GCA) to create a solid customer base. ...
Purpose
The available literature demonstrates that green human resource management (GHRM) practices enhance the firm's green performance. However, the studies fail to show how GHRM practices give rise to green culture and how such green culture influences the green competitiveness of a firm. Anchored on the Ability Motivation Opportunity (AMO) theory, this study investigates how firms can build green competitive advantage from GHRM. The study focuses on four enablers of green culture (EGC): leadership emphasis, message credibility, peer involvement and employee empowerment. The study tests the mediating role of each EGC in the relationship between GHRM and green competitive advantage (GCA). The study findings provide managers with a deeper understanding of how GHRM supports the development of the EGC and how they explain the firm's GCA.
Design/methodology/approach
Data was collected from a large-scale survey of Malaysia's manufacturing firm. We managed to collect 96 valid and useable questionnaires.
Findings
We find that GHRM practices give rise to EGC and the EGC mediate the relationship between GHRM and GCA.
Originality/value
The study presents the EGC in the green competitiveness context and goes further to test its mediating role in the GHRM–GCA relationship. We also develop a novel conceptual framework that manufacturing firms can deploy to attain green competitive advantage.
... These schemes aim at mitigating the impact of emissions by supporting the reduction in other sectors and by inciting airlines to reduce their emissions. However, this offsetting approach might not be effective to mitigate the impact of the emissions [20,21]; the air transport sector's share of emissions continues to proportionally increase with respect to other sectors, which can decarbonise easier. ...
Recently, there has been much interest in measuring the environmental impact of short-to-medium-haul flights. Emissions of CO2 are usually measured to consider the environmental footprint, and CO2 calculators are available using different types of approximations. We propose analytical models calculating gate-to-gate CO2 emissions and travel time based on the flight distance and on the number of available seats. The accuracy of the numerical results were in line with other CO2 calculators, and when applying an analytical fitting, the error of interpolation was low. The models presented the advantage with respect to other calculators of being sensitive to the number of available seats, a parameter generally not explicitly considered. Its applicability was shown in two practical examples where emissions and travel time per kilometre were calculated for several European routes in a simple and efficient manner. The model enabled the identification of routes where rail would be a viable alternative both from the emissions and total travel time perspectives.
... For example, Shabana and Ravlin (2016) report that public CSR disclosure is becoming an expectation for public corporations and an increasingly important driver of corporate reputation. However, studies on impression management (Mansurov, 2020;Wang, 2016), greenwashing (Polonsky et al., 2010) and CSR-washing (Pope and Waeraas, 2016) suggest that some corporations will intentionally use obfuscation to present the most favorable impression of the organization, its values and its actions. Corporations that embellish their commitment to environmental social and environmental investing (ESG) values create shareholder expectations of corporate behavior that may be very difficult to satisfy. ...
Purpose
This study aims to explore if corporations that publicly disclose more information about their managerial values are also more organizationally authentic in enacting these values.
Design/methodology/approach
A maturity model of managerial values is used that ordinally ranks a corporation’s level of managerial values enactment using corporate annual reports. The samples of corporations’ corporate reports are qualitatively content analyzed, and the outcomes are statistically tested.
Findings
The findings indicate that as an organization voluntarily discloses more information about its corporate values, it tends to be more likely to enact their espoused values, and their corporation’s level of organizational authenticity increases.
Originality/value
This study suggests an approach to benchmark a corporation’s level of organizational authenticity using public information, and by doing so, contributes to both policy and practice by offering a framework to compare organizational authenticity between public corporations by their sector, size or the age of the corporation.
... Moreover, in addition to representing a voluntary governance intervention, the <IR> framework does not require companies to account for all the capitals (International Integrated Reporting Council, 2013). Using the materiality concept, a company may, therefore, only report on those capitals that it wants to, increasing the risk of "greenwash", with companies selectively disclosing capitals with positive environmental and societal performance, whilst concealing adverse performance (Alves, 2009;Delmas and Burbano, 2011;Polonsky et al., 2010). Stakeholders, such as senior employees and trade unions, have raised concern about the exclusion of the IIRC's initial proposal requiring companies to disclose the reason(s) why any omitted capital(s) were not considered material, as advocated by the "apply or explain" approach (Huggins and Simnett, 2015). ...
Purpose
Despite initially being lauded as a revolutionary approach for companies to account to all stakeholders, the shareholder orientation of the international integrated reporting ( ) framework gave rise to questions about whether integrated reports would still sufficiently disclose pertinent corporate social responsibility (CSR) information. This paper aims to investigate the extent to which the framework has impacted the CSR disclosures contained in integrated reports of South African mining companies.
Design/methodology/approach
The study deployed a mixed methods research approach, involving thematic content analysis of the CSR disclosures contained in the integrated reports of mining companies with primary listings on the Johannesburg Stock Exchange. The resultant qualitative data were subsequently analysed using a T -test of difference.
Findings
The study observes that the release of the framework appears to have had a limited impact on the CSR disclosures in the integrated reports of most companies included in the study. However, where significant differences were identified, the CSR disclosures of some companies were positively impacted after the release of the framework, whilst others were negatively impacted.
Research limitations/implications
As South Africa is acknowledged as a leader in the global movement, the paper’s observations have global relevance and suggest that the fundamental principles of should be reconsidered to improve the alignment with stakeholders’ information needs, as originally conceived.
Originality/value
Despite the shareholder orientation of the framework, the global mining industry is acknowledged as being at the forefront of implementing CSR interventions to mitigate the adverse impacts of their operations on stakeholders, supporting a stakeholder orientation. As the adoption of continues to gain traction around the world, this paper’s contribution is that it represents one of the few papers to use the global reporting initiative G4 indicators to specifically examine the impact of framework on the CSR disclosures on the South African mining industry, where both and CSR reporting are quasi-mandatory disclosure requirements.
... However, there is a trend in the literature on the opposite side of green marketing since, as a consequence of the concept, consumers are discovering the opportunistic advantages that companies have towards these environmental advantages [18]. In this sense, companies that promote their products using the support of the environment have apparently become "greener" in recent years [19]. As a result of all of the above, the concept of "greenwashing" appears, which was first used by Jay Westerveld in the 1980s, with most researchers in the field agreeing with what was said earlier, that companies are becoming "greener" [20][21][22][23][24]. ...
The work aims to achieve a better understanding of firms’ green strategy, and specifically, in the false green strategy called greenwashing, and the relationships between greenwashing (GW) and behaviour intention (BI), and how this relationship is affected by word of mouth (WOM) and corporative social responsability (CRS). A survey was conducted and 198 valid and complete online questionnaires were collected from users of urban mobility apps (Blablacar and Amovens) in Spain. The structural equation modeling technique partial least squares (PLS-SEM) was used to test the proposed research model and hypothesized relationships. The results of our study indicate that the direct relationship between GW and BI is not supported, although the indirect relationship through WOM and CRS is significant, so that both become mediating variables of the GW and BI relationship. The paper also analyzes the direct relationships between GW, CRS, WOM and BI, so that the direct effects GW and CRS; CRS and WOM; and WOM and BI are significant. This empirical study analyzes the effect of GW, which has not been studied much, especially in empirical research. The study analyzes several variable consequences of GW and analyzes mediating effects of CRS and WOM on the GW and BI relationship. The study also includes two behavioral indicators, WOM and BI, in a research model, and, additionally, the study demonstrates the relationship between GW and perceived CRS.
... Further, Kalafatis et al. (1999) found that some companies promote new products with misleading green claims (greenwashing), which reduces consumer trust and lowers purchase intention. Additionally, Polonsky et al. (2010) argued that carbon offset marketing and messages are potentially misleading and may erode consumer trust and confidence in green products. According to Chen and Chang (2012, p. 516), "firms should incorporate their environmental mission into their business strategies rather than to only promote their green products." ...
Through corporate social responsibility, tourism companies can contribute to sustainable development by embracing concepts such as low‐carbon tourism and environmental protection. The purpose of this research was to determine the intention of Taiwanese travel agencies to promote low‐carbon tours by incorporating government‐approved eco‐friendly travel products. In total, 427 valid questionnaires were collected and examined by means of PLS‐SEM. The findings showed that green trust not only had a significant and direct impact on intentions to sell low‐carbon tours, but also influenced agency attitudes, subjective norms, and perceived behavioral control. The study also demonstrated that the TPB was appropriate for predicting intentions for green decision‐making at an organizational level and that subjective norms (e.g., peers, customers) influenced by green trust displayed more predictive strength (53.4%). The findings provide a method for incorporating low‐carbon tourism into the travel industry.
... Un nombre significatif de recherches s'est attelé à démontrer le rôle important des services de vérification dans l'amélioration de la crédibilité découlant d'un manque de confiance dans les données déclarées sur la RSE, et dans la sincérité et la fiabilité sous-jacente des sociétés déclarantes (Brown-Liburd et Zamora, 2015 ;Casey et Grenier, 2015 ;Cohen et Simnett, 2015 ;Junior et al., 2014 ;Perego et Kolk, 2012 ;O'Dwyer, 2011 ;Pflugrath et al., 2011 ;Kolk et Perego, 2010 ;Manetti et Becatti, 2009 ;Perego, 2009 ;Simnett et al., 2009 ;Park et Brorson, 2005). Plus spécifiquement, certaines considèrent la vérification comme un outil efficace de lutte contre le greenwashing et l'écoblanchiment (Lyon et Maxwell, 2011 ;Polonsky et al., 2010). ...
While audit firms have traditionally been active in the control of accounting data, they are increasingly offering their services in other spheres, even though these are far from financial concerns. This is the case of the CSR Assurance market, which has been dominated by the accounting industry (and in particular the Big Four) for twenty years. Despite the efforts made by these professionals to institutionalize the CSR Assurance practice and legitimize their place, some researchers do not hesitate to question some of the "sacred cows" of auditing (Andon et al., 2015). Thus, this thesis seeks to gain a more detailed understanding of how financial auditors experience their legitimacy in this new field, even more when excluded from the Big Four elite. As a former financial auditor, I spent nine months working for two non-Big audit firms offering CSR auditing services in France between 2018 and 2019. Surprisingly, the data analysis highlights auditors with a strong need for their legitimacy recognition (Honneth, 2006) despite French political support, resulting at the individual level in a deep search for meaningfulness. Thus, it nuances the auditors' utilitarian image, still predominant in the academic literature. This doctoral work questions the desirability of the current audit system, driven by liberalism and transposed to CSR, generating strong disillusionment among professionals sensitive to CSR, likely to push them to disengage. The conversion of the audit function into an advisory function finally appears to be an effective means for these professionals to struggle for their recognition, and to compete with the Big Four.
Keywords: CSR Assurance, Recognition, Auditors, Meaningful work, Social closure.
... Clearly, not all tourists traveling to Andalusia are willing to pay to improve their tourism experience, or to contribute to increased sustainability in Andalusia, as a tourism destination; in fact, one out of every four tourists interviewed demonstrated their rejection to pay any tax and/or public fee imposed by the tourism activity. Therefore, in light of this results, it is possible that this situation may be due to a lack of trust, information and/or transparency in terms of public management and the ultimate destination of the collected quantities, as stated in other past works, such as those by Juvan and Dolnicar (2014) or Polonsky et al. (2010). ...
Consolidated tourism destinations face certain challenges derived from aspects such as new client demands, growing competition, the problems of overtourism and tourism-phobia, and the modernization of infrastructures. The creation of taxes and/or public fees that affect tourism activities is one potential option for public managers facing these difficulties.
The objective of this study is to determine tourists’ willingness to pay in order to increase the income of public managers to create these types of policies. The study was carried out in Andalusia, a region of southern Spain with high rates of tourism, which received some 32.4 million tourists in 2019. A survey was conducted on 1068 tourists at the main tourism arrival points of this region.
First, factors influencing the willingness and amount to be paid by each tourist were identified; for this, distinct statistical techniques were used (binary logistic regression and decision trees). Second, the sensitivity of tourism demand was analyzed with regard to the establishment of these types of taxes and public fees, concluding that tourism demand is inelastic in the face of a moderate increase in prices resulting from the creation of taxes and/or public fees.
... The taxes and/or public fees that are considered in this work include almost all of the previously studied dimensions, so a global analysis can be performed for the WTP of the tourist demand in distinct touristic contexts, which, until now, have only been examined in an individual manner. [71,72] Source: author's own creation. ...
The maturity of the tourism destinations, along with the sector’s growing competitiveness and evolving tourist habits, demands the implementation of a series of strategies to increase the sustainability of these destinations while improving the tourism experience. Therefore, the imposition of taxes and/or fees on distinct tourism activities has become a viable option for the financing of these policies. The objective of this study is to determine the amounts of taxes and/or public fees that tourists appear to be more willing to pay in order to improve the sustainability and experience of the mature tourism destination. It also attempts to identify the factors that determine tourists’ willingness to pay. The study was carried out in Andalusia, a prominently touristic region of southern Spain, which received 32.4 million tourists in 2019. To do so, a survey was conducted on 1068 tourists at the main tourism arrival points of this region. First, the results identify the dimensions of taxes and/or public fees that tourists are more willing to pay, linked to environmental factors and tourism services. Second, the following factors were found to influence the tourists’ willingness to pay these taxes: the purpose of the trip, income, budget and place of origin.
... The concept of green washing was first used by American environmental activist Jay Westerveld in 1986 [1].Green washing is mainly promoted through advertisements which show claims that are untrue, overlook specific information about validity of the claims or a combination of these [12].Green washing is a perilous practice as the organisations promoting it are unable to validate their green practices [13], which may influence the faith of the consumers towards genuine green products [14]. Green washing is intentionally hiding negative information and projecting the positive information about products in order to maintain a positive corporate image [8].It is a deliberate attempt initiated by companies which includes a selective information disclosure decision which are often advantageous for the companies but unsafe for the society. ...
... This identified why consumers can be sceptical about products that claim to be eco-friendly. Albayrak, Aksoy, and Caber (2013) refer to the work of Mohr, Ellen, and Eroglu (1998) Polonsky, Grau, and Garma (2010), in their study, found that companies who recently claim to be "greener" have done so by the use of a series of activities they call "greenwashing". ...
Existing research conducted on the purchase behaviour of consumers purchasing eco-friendly products has up until now been contradictory and presented mixed results. Studies conducted in the US, Europe, and Asia has shown widely varying patterns of behaviour amongst consumers of eco-friendly products. Therefore, generalisations about consumer behaviour for these products remains elusive. The ever changing demographics of customers who purchase eco-friendly products has also contributed to the complexity associated with identifying the consumers who are more likely to purchase these products. Consequently, Australian companies have not been able to effectively develop targeted strategies to market eco-friendly fast moving consumer goods (FMCGs) that cater specifically to the diverse consumer population of Australia. The aim of the thesis was firstly, to develop a profile of the consumer segment that is more likely to purchase eco-friendly FMCGs in the Australian context. Secondly, to identify the factors that influence the green product purchase intentions of those consumers. Addressing these objectives will allow marketing managers to develop more effective segmentation strategies that accordingly target the segment, and also to develop marketing strategies that take into account the influencing factors of consumer purchase intentions.
... Growth in such schemes has, however, stimulated concerns regarding 'greenwashing', implying implementation is mainly symbolic and not robust enough to deliver timely decarbonisation (e.g. Polonsky et al., 2010;Wright and Nyberg, 2017). This concern is particularly addressed at schemes, including some 'natural solutions', that offset current GHG emissions through assumed future carbon sequestration (Baldocchi and Penuelas, 2019). ...
Climate change policy for the land sector is challenged by complex biophysical and socioeconomic contexts. A target approach utilising land-use change indicators is often used to quantify and communicate progress, based upon assumed greenhouse gas emission (GHG) reductions. This paper investigated areal targets for woodland expansion and peatland restoration, both of which can deliver substantial carbon sequestration benefits, with uptake typically supported by grant incentives. A case study used empirical data to investigate realisation of such targets in Scotland referenced against ambitious policy commitments (net-zero emissions by 2045). Analysis of actual locations for recent afforestation and peatland restoration, referenced against biophysical data, showed that new woodland primarily occurred on land that was marginal for agriculture, usually on wetter uncultivated semi-natural land, often on organic soils. This acts to constrain net carbon gains. Both peatland restoration and new woodland show tendency to aggregate in specific zones or locations, regardless of biophysical opportunities, highlighting underlying socioeconomic factors. Differential patterns of uptake are also shown by grant applications across different land use groups. Socioeconomic factors act against more ubiquitous uptake of incentive schemes, especially for new woodland on improved agricultural land, which will constrain long-term dec-arbonisation objectives unless tackled directly. Investigation therefore shows that use of simple targets (e.g. trees planted) as headline progress indicators can be misleading, potentially contributing to policy failure and misuse of carbon offsets. A more spatially targeted approach is required to maximise GHG reductions relative to local contexts. Recommendations are made for improved measures that recognise spatial and temporal variability, as exemplified by certification schemes.
... Greenwashing literature is indeed consistent in stressing the necessity of involving regulators and policy makers for developing CSR standards and legislation. The range of scholarly suggestions covers pleas for self-regulation bodies (Kirchhoff, 2000) or independent auditing or rating (Huang & Chen, 2015;Parguel et al., 2011) and general demands for standards and regulations (Polonsky, Grau, & Garma, 2010) as well as a clear call for "federal regulations" (Feinstein, 2013) as the strongest form of third-party involvement. According to greenwashing scholars, this would substantially decrease greenwashing practices and would ultimately lead to a more trustworthy form of CSR. ...
As public concern over greenwashing has grown in the last two decades, academic research has increased correspondingly, and there is now a substantial body of research addressing issues related to greenwashing. In this paper, we therefore review and analyze greenwashing research, to provide an evaluation of trends and progress in the field and a synthesis of the empirical and conceptual results presented in existing studies.
Our main finding leading to our theory contribution is the criticism raised in greenwashing research that the entirely voluntary CSR (Corporate Social Responsibility) approach facilitates the diffusion of greenwashing. The voluntary idea of CSR is still prevalent in the CSR literature and appears to be a grey-zone that creates space for misleading ‘green’ communication.
Consequently, we propose that greenwashing could be better prevented with a combination of voluntary and mandatory aspects. The new paradigm should promote creative and effective corporate CSR initiatives, while at the same time design the limits and the rules for their accomplishments and communication, as firms would risk breaching legislation when overstretching CSR messages.
... Furthermore, this study contributes to the tourism and environmental consumption literature by identifying the direct impact of source and brand credibility on consumers' purchase intentions of environmental products. Given that public skepticism exists in messages and claims promoted by environmental producers and suppliers (Polonsky, Grau, and Garma 2010), it is important to understand how effective communication with consumers can improve the adoption of more environmentally conscious consumption. ...
Past literature has identified low purchase rates of aviation voluntary carbon offsetting (VCO) schemes. A lack of credibility of such schemes has been identified as a key obstacle, yet little attention has been given on how to enhance perceived credibility. Using communication theory, this study examines effects of message framing on consumers’ perceived credibility of aviation VCO messages. Data were drawn from a representative sample of 1680 Australians. The results revealed that spatial distance framing influences air passengers’ perceived credibility of aviation VCO messages. Messages focusing on the influence of VCO programs on the environment of a local community obtain higher perceived credibility than those located in other countries. The study also found the interaction of spatial and temporal distance framing effects were different based on consumers’ past purchase experience. The findings suggest how airlines should design messages and refine them based on consumers’ past experience of aviation VCOs.
... In the early 1990s marketers often used environmentally-based corporate social responsibility messages to highlight an organisation's "green" credentials and demonstrate that the firm was a responsible corporate citizen. Unfortunately, some unscrupulous marketers engaged in "greenwashing" campaigns where they strategically misled consumers through deceptive promotional campaigns and product positioning to believe that the firm engaged in virtuous environmental practices ( De Jong et al., 2018;Polonsky et al., 2010 ). As social issues have become more diverse, so have the deceptive tactics of marketers including "black cladding" where a business deceptively "appears" to be minority-owned ( Burrell, 2015;Hudson, 2016 ) and disingenuous appeals that focus on gay rights ( Stark, 2015 ). ...
The present study applies Pope and Wæraas’ (2016) CSR-washing conceptual framework in a social media context using the recent case involving Streets ‘Pleasure is Diverse’ campaign and the Australian marriage amendment. Sentiment analysis examined the posts to Unilever's Magnum ice-cream campaign. We applied the framework's five conditions, and the findings indicated support for the operationalisation of Pope and Wæraas’ (2016) washing framework. The findings suggest that consumer sentiments in this case of causal ambush marketing had four general themes: (1) Supportive Advocates; (2) Anti-Advocates; (3) Moral Detractors; (4) Sceptics.
... Massaglia et al., [59] proved that consumers require detailed labels to easily recognize sustainable food production i.e., animal welfare. Sometimes, the information provided by labeling is not very clear: e.g., Gadema and Oglethorpe [60] and Hartikainen et al., [61] evidenced confusion among consumers reading carbon footprint labels, Bollani et al., [51] underlined lesser knowledge of climate labels, Van Loo et al., [49] and Hartikainen et al., [61] showed lesser interest in carbon footprints, Polonsky et al., [62] evidenced doubts on carbon offset labels. Meanwhile, Vecchio and Annunziata [63] and Cholette et al., [64] highlighted the importance of identifying consumers interested in food sustainability in order to obtain real benefits. ...
The aim of this study is to analyze the perception of the meaning of sustainability in the food sector. A sample of 268 University students belonging to the Millennial generation was identified and a survey was carried out to assess the interaction between this kind of Millennials and food sustainability. Collected data were explored with descriptive statistics, followed by multivariate statistical techniques to get an integrated vision of relationships among the variables. Outcomes evidence four groups of Millennials with specific peculiarities, i.e., “Socio-Nature Sensitives”, characterized by a high level of attention for the socio-economic dimension and sustainable ways of food production; “Info-Supporter”, very sensitive to labeling and warranty systems; “Proactive-Oriented”, interested in innovative activities; “Indifferent Millennials”, assigning the issue in general a low level of importance. Results provide useful information and some contribution to public institutions and private stakeholders so as to implement new rules and new tools in the food sector, so as to reach the target of reducing waste and pollution. Substantial literature on interaction between Millennials and sustainability in the food sector has not yet been developed; the aim of this pioneer study is to offer some contribution to the debate among stakeholders on driving choices towards new consumption rules and production patterns.
... Thus, customers worry about the contrast between image and reality, so they doubt the green claims [33,71]. Polonsky et al. [72] showed that greenwash brings fake green claims to the market and would lessen the popularity of real green products. Customers would disbelieve all green product ideas, and consequently the green movement would lack the support of stakeholders, enterprises, customers, and society as well as organizations who would bear reduction in the green consumption market share [32]. ...
Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.
yeşil iddialar ile tüketicinin yanıltılması ve/veya aldatılmasına ilişkin kurgulanmış reklam örneklerine yer verilen kitap özetle çevreci iddiaların satış arttırıcı bir enstrüman olarak nasıl kullanıldığı ifade edilmeye çalışılmaktadır
This study proposes an innovative approach to rebuilding consumer trust following the negative impact of greenwashing, which often leads to a conflicted relationship between corporations and consumers. Through a novel integration of previously unconnected concepts, such as trustworthiness dimensions (Integrity, benevolence, and competence), credibility, empathy, forgiveness, consumer trust repair, revived brand equity, and repurchase intention, this study offers a nuanced and enhanced understanding of the consumer trust repair process. The current research seeks to integrate disparate concepts and theories into a cohesive whole, resulting in a modified version of the consumer trust repair process. Prior studies have examined the phenomenon of consumer trust repair in a relatively narrow and parochial manner and have failed to provide a holistic process-based model. This study, however, attempts to provide a comprehensive, process-based model of consumer trust repair. Through this holistic approach, this research makes a valuable and meaningful contribution to the field of consumer trust repair, providing brand managers with a deeper understanding of the consumer trust recovery process, which has been largely ignored in previous studies. This unique and comprehensive approach will surely capture readers' attention, as it offers a fresh perspective on a crucial issue facing the business world today.
Aşırı üretim ve tüketim doğal kaynakların azalmasına ve ekolojinin bozulmasına neden olmaktadır. Bu tahribatın ortadan kaldırılmasına yönelik uygulamalar, ürünün tüm kullanım süresi boyunca çevresel etkisi en aza indirilen “yeşil ürün” kavramını ortaya çıkarmaktadır. Pek çok marka/ürün, kendilerinin “yeşil” olduğunu iddia eden iletişim mesajlarını kullanmaktadır. Bu durum, işletmelerin çevresel uygulamaları ya da ürünün çevresel faydaları konusunda tüketicileri yanıltması olarak ifade edilen “yeşil yıkama” kavramının ortaya çıkmasına neden olmuştur. Bu gelişmeler, tüketicilerin “gerçek yeşil ürünler” ile “yeşil görünen ürünler” arasında kafa karışıklığı yaşamasına sebebiyet vermektedir. Bu kapsamda araştırmada, tüketicilerin yeşil yıkama algısının yeşil marka değeri üzerindeki etkisinin incelenmesi, ayrıca bu etkide yeşil algılanan risk ve yeşil kafa karışıklığının aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda yeşil ürün satın almış olan tüketicilerden oluşan örneklem grubundan kolayda örnekleme yöntemi kullanılarak çevrimiçi anket yöntemiyle 547 veri elde edilmiştir. Ankette tüketicilere ait demografik sorular ve yeşil ürün tercihleriyle ilgili sorular bulunmaktadır. Bunun yanında, tüketici yeşil yıkama algısını (YYA), yeşil algılanan riski (YAR), yeşil kafa karışıklığını (YKK) ve yeşil marka değerini (YMD) değerlendirebilecek ölçeklerden yararlanılmıştır. Veriler SPSS 24 ve MPLUS8 programları ile analiz edilmiştir. Araştırma sonucunda YYA’nın YAR, YKK ve YMD üzerinde anlamlı etkisi olduğu, YYA’nın YMD üzerindeki etkisinde YKK’nın aracılık rolünün olduğu görülmektedir.
More cities have started trajectories to become climate neutral, especially for their territorial emissions. However, while cities are also targeting consumption-based emissions, whether their plans are sufficient to become climate neutral from both a territorial and a consumption-based perspective remains unclear.
We designed a conceptual framework based on a literature review of urban climate mitigation and reviewed mitigation–related documents from nine Swedish cities. We found a strong political will and solid targets but gaps in the plans and actions mostly related to transport, construction and food. Municipal governments use “soft” policy instruments to meet climate targets; at times, economic instruments contradict the vision. Our evaluation indicates a disconnect between intent and outcomes.
More regulatory instruments must be deployed to become climate-neutral, and economic incentives must be aligned with the vision. Understanding how climate mitigation strategies affect resources within the city will be necessary to ensure the acceptance and uptake of climate action plans. Collaboration with superordinate governments, within and outside national borders, will be essential to align on policy and policy instruments.
This study investigated the relationship among green enjoyment, green brand love, green intrinsic motivation, and green purchase intention. Data were collected from 26 August to 16 September 2022, through a questionnaire survey distributed online, and quantitative instruments were applied to analyze the data. A total of 302 randomly selected samples from consumers with experience of green consumption were analyzed. The data were analyzed using descriptive statistics and confirmatory factor analysis. The results revealed that the content, discriminant, and convergent validity and reliability of the model were satisfactory. Global model analysis of green intrinsic motivation revealed acceptable results. Moreover, structural equation modeling indicated a satisfactory model fit to the standard sample data. Finally, the study revealed that green intrinsic motivation positively influences green enjoyment, green brand love, and green purchase intention. Green enjoyment positively affects green brand love and green purchase intention. Furthermore, green enjoyment and green brand love mediate the positive relationship between green intrinsic motivation and green purchase intention.
Voluntary carbon offsetting (VCO) programmes are an initiative to reduce global carbon emissions and are increasing in popularity among companies, despite controversies and debates regarding the effect of offsetting activities on carbon emissions. VCO has become an important aspect of the sustainability and marketing strategies of companies. Few studies have researched the consumer aspect of companies using carbon offsetting in marketing. This study explores the knowledge, attitudes and behavioural intentions of young Danish consumers towards carbon offsetting. Qualitative interviews with 25 young Danish consumers were conducted based on the theory of planned behaviour, which was used as a conceptual framework. The results of the study indicate that the young consumers have little knowledge of VCO and perceive the topic as complicated and difficult. This contributes to distrust and negative perceptions of carbon offsetting programmes. In conclusion, guidance for companies to communicate carbon offsetting programmes is provided.
Konaklama işletmelerinin hayatlarını sürdürebilmeleri ve rekabet ortamında
ayakta kalabilmeleri için değişen koşullara ve iklim değişikliğine karşı tüm
uygulamalarını geliştirmeleri önemlilik arz etmektedir. Özellikle çevreye zarar
veren sektörler arasında yer alan konaklama işletmeleri, yeşil uygulamalar ile hem
çevreye karşı olan olumsuz davranışlarını değiştirebilme hem de iklim değişikliğine
karşı doğayı dengede tutabilme imkânı kazanmaktadır. Ancak bu sayede çevre
dostu, yeşil otel olabilmekte ve kendisine yeşil marka algısı yaratma imkânı
sağlamaktadır. Konaklama işletmelerinin çevre dostu bir politika benimsemeleri
ve buna yönelik yeşil yönetim ve yeşil pazarlama unsurlarını geliştirmeleri,
işletmelerin çevresel duyarlılık konusunda yetersiz kaldığı söylenebilmektedir.
Bunun için, sadece yeşil uygulamaların kullanımı ya da benimsenmesinin yanında
hem çalışanların hem de müşterilerin katkı sağlaması gerekmektedir. Özellikle
değişen tüketici beklentileri de göz önüne alındığında, tüketicilerin çevreye duyarlı,
yeşil uygulama ve ürünleri tercih ettikleri görülmektedir. Böylece tüketiciler, yeşil
tüketicilere dönüşmekte ve yeşil satın alma davranışı göstermektedirler.
Bu bölümde öncelikle yeşil marka, yeşil marka değeri ve unsurları, yeşil
markanın sağladığı faydalarına değinilmiştir. Daha sonra turizmde yeşil marka ve
LEED sertifikasına sahip yeşil otel örnekleri incelenmiş, LEED Sertifika kriterleri
üzerinde durulmuştur.
Günümüzde çevre sorunlarından kaynaklanan tehditler, küresel düzeyde artan bir duyarlılığı da beraberinde getirmektedir. Üretim, tüketim ve yatırım kararlarının çevre hassasiyetleri doğrultusunda yeniden şekillendiği bu dönemde, işletmelerin ve ürünlerin çevresel performansına ilişkin etiket ve raporlama girişimlerinin sayısı ve çeşitliliği artarken, işletmelerin kasıtlı olarak çevresel etkileri veya faydaları hakkında aldatıcı bir izlenim verdikleri ‘yeşil yıkama’ uygulamalarında da bir artış olduğu gözlemlenmektedir. Yeşil ve döngüsel ekonomiye geçiş hedefi doğrultusunda Avrupa Yeşil Mutabakatı ve 2020 tarihli Döngüsel Ekonomi Eylem Planı altında birbiriyle bağlantılı pek çok girişimi başlatan Avrupa Birliği’nde (AB), Yeşil İddiaların Doğrulanması Girişimi ile işletmelerin ve ürünlerin çevresel performansına ilişkin bilgilerin AB genelinde güvenilir, karşılaştırılabilir ve doğrulanabilir olması, yeşil yıkama ile mücadele edilmesi ve aldatıcı iddiaların önüne geçilmesi hedeflenmektedir. Bu alanda son gelişme ise, Komisyon tarafından 30 Mart 2022 tarihinde açıklanan yeni döngüsel ekonomi paketinde yeni tüketici haklarının getirilmesini ve yeşil yıkamanın yasaklanmasını öngören düzenleme önerisi olmuştur. Ulusal düzeyde de parlamentoların, hükümetlerin, kamu kurumları ile denetim ve gözetim otoritelerinin önemli sorumluluklar üstlenmesi gereken bir alanda atılacak adımların Türkiye için de önemli avantajlar sağlayacağı; yeşil ticarette rekabeti sürdürebilmesi ve yeşil dönüşüm hedefini gerçekleştirebilmesine katkı sağlayacağı açıktır. AB tarafından başlatılan girişimin kapsamını ve olası etkilerini inceleyen bu çalışma, temel olarak bu girişimle güçlenecek olan yeşil yıkama ile mücadelenin yeşil dönüşümü ve sürdürülebilirliği sağlamada üstleneceği rolleri değerlendirmektedir.
Günümüzde çevre sorunlarından kaynaklanan tehditler, küresel düzeyde artan
bir duyarlılığı da beraberinde getirmektedir. Üretim, tüketim ve yatırım kararlarının çevre
hassasiyetleri doğrultusunda yeniden şekillendiği bu dönemde, işletmelerin ve ürünlerin
çevresel performansına ilişkin etiket ve raporlama girişimlerinin sayısı ve çeşitliliği
artarken, işletmelerin kasıtlı olarak çevresel etkileri veya faydaları hakkında aldatıcı bir
izlenim verdikleri ‘yeşil yıkama’ uygulamalarında da bir artış olduğu gözlemlenmektedir.
Yeşil ve döngüsel ekonomiye geçiş hedefi doğrultusunda Avrupa Yeşil Mutabakatı ve
2020 tarihli Döngüsel Ekonomi Eylem Planı altında birbiriyle bağlantılı pek çok girişimi
başlatan Avrupa Birliği’nde (AB), Yeşil İddiaların Doğrulanması Girişimi ile işletmelerin ve
ürünlerin çevresel performansına ilişkin bilgilerin AB genelinde güvenilir, karşılaştırılabilir
ve doğrulanabilir olması, yeşil yıkama ile mücadele edilmesi ve aldatıcı iddiaların önüne
geçilmesi hedeflenmektedir. Bu alanda son gelişme ise, Komisyon tarafından 30 Mart
2022 tarihinde açıklanan yeni döngüsel ekonomi paketinde yeni tüketici haklarının
getirilmesini ve yeşil yıkamanın yasaklanmasını öngören düzenleme önerisi olmuştur.
Ulusal düzeyde de parlamentoların, hükümetlerin, kamu kurumları ile denetim ve gözetim otoritelerinin önemli sorumluluklar üstlenmesi gereken bir alanda atılacak adımların
Türkiye için de önemli avantajlar sağlayacağı; yeşil ticarette rekabeti sürdürebilmesi ve
yeşil dönüşüm hedefini gerçekleştirebilmesine katkı sağlayacağı açıktır. AB tarafından
başlatılan girişimin kapsamını ve olası etkilerini inceleyen bu çalışma, temel olarak bu
girişimle güçlenecek olan yeşil yıkama ile mücadelenin yeşil dönüşümü ve sürdürülebilirliği sağlamada üstleneceği rolleri değerlendirmektedir.
Introducing or advertising different brands in the market in a way that is different from reality by means of green, environmentally friendly, harmless means that it affects the consumer psychologically. This misinformation has a negative effect on the confidence of the companies that act ethically in this regard, as well as harming the confidence of consumers and the multitude of environmental claims that do not reflect reality. For this reason, it is very important to distinguish real environmentalism and fake environmental activities. The aim of this study is to understand what greenwash means, to raise awareness on environmental awareness and to determine the effects of greenwash on brand equity for consumers. The main mass of the study consists of automobile owners living in the city of Erzurum. As a sampling method, convenience sampling method was used from random sampling methods. Data were collected by face to face survey method. A total of 500 questionnaires were applied; as a result of the elimination of missing, incorrect and faulty surveys, 408 questionnaires were taken into consideration. The research data obtained as a result of the survey were analyzed with structural equation model. As a result of the study, greenwash has negative effect on green trust, green satisfaction and green perceived quality; green trust, green satisfaction and green perceived quality have positive effects on word-of-mouth and also word-of-mouth has positive effect on brand equity.
We assess the communications of 37 airlines on their own websites regarding voluntary carbon offsets (VCO) to determine the extent to which they are either trustworthy or misleading. We propose an innovative coding framework that captures the trustworthy or misleading attributes of the messages as they are applied to: i) the type of claim (product, process, fact or image), and ii) the nature of the claim (fibbing, hidden trade-off, no proof, vagueness, irrelevance, lesser of two evils or worshiping false labels). We deploy a quantitative, multi-method approach that combines content analysis and discrete choice modelling, and we corroborate the taxonomy developed with lexical analysis. We identify the various factors that affect the pattern of 56% of claims being trustworthy and 44% being misleading. We demonstrate how a combined study of the trustworthy or misleading characteristics of communications provides more learning opportunities than studying either individually.
Carbon offset programs and carbon taxes have not been introduced to China’s aviation sector, but may be implemented in the coming decade. This research surveys Chinese university students to understand the factors associated with their willingness to participate in and pay for voluntary carbon offsets and compulsory taxes for domestic and international travel. Our survey subjects represent the future frequent flyers and a generation likely to be impacted the most by global warming. We find that their willingness to pay (WTP) for carbon emissions reduction is positively related to income, levels of environmental concern and trust in the carbon offsetting/reduction projects. Females tend to have a higher WTP than males. The intention to contribute during the Covid-19 pandemic was lower. The mean WTP for the voluntary offsetting regime for domestic travel is approximately 36.33 yuan, whereas the mean WTP for domestic travel under the compulsory regime is about 28.65 yuan. For international travel, these two figures are 45.37 yuan and 71.70 yuan, respectively.
Tüketicilerin tüketim tercih süreçlerine dair geliştirilen ve popülerliğini halen koruyan modellerden biri olan tüketim değerleri modeline göre tüketicilerin ürün tercihlerini; fonksiyonel, sosyal, koşullara bağlı, duygusal ve epistemik olmak üzere beş farklı değer etkilemektedir. Kendilerini ve ürünlerini çevreci olarak konumlandırmayı tercih eden, ancak gerektiği kadar sorumlu davranmayan işletmelerin, tüketicilerinin beklentilerini olumsuz yönde etkiledikleri düşünülmektedir. Bu araştırma ile amaçlanan; tüketicilerin, reklamlardaki yeşile boyamaya yönelik algılarının, onların yeşil tüketim değerlerinde farklılaşmaya yol açıp açmadığının ortaya konulmasıdır. Bu doğrultuda yapılan araştırmada olasılığa dayalı olmayan örnekleme yöntemlerinden biri olan kartopu örnekleme yöntemi kullanılmış olup Gümüşhane ilinde yaşayan ve yeşil tüketim yaptığını belirten 179 katılımcıya ulaşılmıştır. Elde edilen bulgular, "yeşile boyama" algı dereceleri açısından tüketicilerin anlamlı iki kümeye ayrıldıklarını göstermektedir. Öte yandan, bu ayrışmanın benzer şekilde onları yeşil tüketime güdüleyen fonksiyonel, duygusal, epistemik ve sosyal değerlerde hayat bulduğu, ancak koşullu değerde gerçekleşmediği tespit edilmiştir.
Abstract
According to the consumption values model, which is one of the models developed for the consumption preference processes of consumers and which still maintains its popularity, five different values which are functional, social, conditional, emotional and epistemic, affect the product preferences of consumers. It is thought that businesses that prefer to position themselves and their products as environmentalists but do not behave as responsible as necessary, negatively affect the expectations of their consumers. The purpose of this research is to find out whether consumers' perceptions about greenwashing in advertising lead to any differentiation in their green consumption values or not. In this research, snowball sampling method, which is one of the non-probability sampling methods, was used and 179 participants living in Gümüşhane province who stated that they have made green consumption were reached. The findings show that consumers are divided into two meaningful clusters in terms of their "greenwashing" perception levels. On the other hand, it was found that this divergence came to life in the functional, emotional, epistemic and social values that drive them to green consumption, but not in the conditional value.
ResearchGate has not been able to resolve any references for this publication.