Ref: IMD-7-2196

Case study

Reference: IMD-7-2196

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Distinguishing greening from greenwashing

By Professor Knut HaanaesKnut Haanaes and Lisa Duke

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

This case is part of a mini-series focused on business and society that challenges participants to consider the lessons of various events and examples and how they can apply the learning to their own context. In this case the learning objectives are: 

How can we distinguish statements that are ‘green’ and sustainable from those that are simply ‘greenwashing’?

Keywords
Settings2020
TypePublished Sources
Copyright©2020
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Reference: IMD-7-2196

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Case study

Reference: IMD-7-2196

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