Downloaded 23 times
More Related Content
Green Washing
- 1. Research Scholar: MuhammedSajid N Supervising guide: Dr. Zakkariya K A Green Washing: The darker side of CSR
- 2. Plan for theday • Green product & Green Marketing • Green washing • Corporate Instances • Sins of Green washing • Tips to avoid green washing in real life
- 3. Green Product • “Greenproducts are designed to reduce energy consumption, use less natural resources, raise the recycled materials, and reduce or eliminate toxic substances, which are harmful to both the environment and human health” – AMA • “Green products contain elements that are not harmful to the environment (Mahenc, 2008) and (Polonsky and Rosenberger, 2001) made of materials that can be recycled to provide product (Dangelico and Pontrandolfo, 2010), (Chen and Chai, 2010). Its production process is environmentally friendly (Gurău and Ranchhod, 2005).”
- 4. Sustainable (Green) Marketing •Marketing of Environment Friendly Products • Started in 1960s in Europe • Aims at focusing sustainable development
- 5.
- 6. Going the GreenWay •Mc Donald's started giving out its products in a paper bag to the customers instead of a polythene bag, thereby doing “Green Marketing” at a reduced cost. • Energy Star certified products
- 7. Green washing • Whena company makes false claims that is doing “ Green Marketing” in order to sell its products thereby fooling the customers • Disinformation disseminated by an organization so as to present an environmentally responsible corporate image - Poonam Anand Keller
- 8. Green washing • Compoundword modeled on Pink washing • Coined byJayWestervelt in 1986
- 9.
- 10.
- 11. Coca - ColaFails
- 12.
- 13.
- 14.
- 15. Terrachoice Study 2010 •Investigated 4744 “ Green products” in US & Canada • Found more than 95% are green washed • In countries like US & Canada, who are having strong market regulatory framework, green washing rate is more than 95%.! • So, what would be in India???
- 16. Six Sins ofGreenWashing The sin of the hidden trade off The sin of no proof The sin of vagueness The sin of lesser of two evils The sin of irrelevance The sin of fibbing Source:Terrachoice (2010)
- 17. The sin ofhidden trade off • Suggestion of being green, based on a single environmental attribute, while blurring all other parameters which are may be more important • Eg.: Lexus SUV, Recycled Paper
- 18. The sin ofno proof • An environmental claim that cannot be substantiated by easily accessible supporting information, or by reliable third-party certification, commits the sin of no proof • Eg.: Pampers Eco Friendly
- 19. The sin oflesser of two evils • Claiming to be greener than other products in its category when the category as a whole may be environmentally unfriendly. • Eg.: Organic Cigrattes, Electric Cars
- 20. The sin ofvagueness • Sin of vagueness is committed by every claim that is poorly defined or broad that its real meaning is likely to be misunderstood by the intended client. • Eg.: Products endorsed with “ Chemical Free” tags • Visa green Card
- 21. The sin ofirrelevance • The sin of irrelevance is committed by making an environmental claim that may be truthful, but is unimportant and unhelpful for customers seeking environmentally preferable products. Its irrelevant and thereby distracts the customer from finding out a truly greener option. • Eg.: CFC Free refrigerators
- 22. The sin offibbing • Fibbing is committed making environmental claims that are simply false.
- 23. Why no rootsolution? • Green washing is an unexplored area due to several factors such as: • Corporate lobbying • Lack of evidence • Regulatory loop holes • Lack of knowledge
- 24. Tips to avoidGreen washing in real life • Read the fine print • Research on web • Beware of buzz words • Relevance • Beware of major event sponsors • Certifications & Endorsements
- 25. Problem ‘Green’ Words Green Eco Environmentally friendly Energy efficient Recyclable Carbon neutral Renewable Green energy 100% Natural Truly Natural
- 26. “It’s not easygoing green” Thank you..!