This case explores the phenomenon of ‘greenwashing’ and how many companies communicate that they are serious about sustainability but how, in reality, they are less green than they actually are. The case challenges students to think about who we can trust and whether ‘credible signals’ could help to distinguishing those who are ‘greening’ from those who are ‘greenwashing’. The case illustrates with sustainability announcements and asks how can you validate credible claims from those that aren’t?
Learning Objective
• How can we distinguish statements that are ‘green’ and sustainable from those that are simply ‘greenwashing’?
Keywords
Greenwashing, Greening, Signalling Theory, Business, Business-Society Collaboration
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