The drivers of greenwashing

Abstract

More and more firms are engaging in greenwashing, misleading consumers about their environmental performance or the environmental benefts 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. © 2011 by The Regents of the University of California. All rights reserved.