Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions

  title={Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions},
  author={Szerena Szabo and Jane Webster},
  journal={Journal of Business Ethics},
Many firms are striving to improve their environmental positions by presenting their environmental efforts to the public. To do so, they are applying green marketing strategies to help gain competitive advantage and appeal to ecologically conscious consumers. However, not all green marketing claims accurately reflect firms’ environmental conduct, and can be viewed as ‘greenwashing’. Greenwashing may not only affect a company’s profitability, but more importantly, result in ethical harm… 

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