Brand Greenwashing Formation Model: An Interpretative Structural Approach

Document Type : Research Paper

Author

Associate Prof., Department of Business Management, Faculty of Economics and Management, University of Lorestan, Khorramabad, Iran

Abstract

Objective
Numerous environmental challenges and issues have emerged, including the exacerbation of environmental pollution, particulate matter concerns, and problems related to water and air pollution. These challenges also extend to jeopardizing food security and pollution resulting from electronic waste disposal. In response to these issues, along with the intensifying pressure of public regulations and competition among a wide range of organizations, there is a growing need to prioritize environmental matters and consumer health. Organizations are increasingly recognizing the importance of balancing these concerns with their traditional focus on profit and sales. Along with the companies that are determined to provide environmentally friendly products and consider this to be their duty and social responsibility, some companies try to deceive customers by claiming to produce green products. Some companies have used methods such as greenwashing to mislead consumers to benefit from the benefits of this claim by claiming to pay attention to environmental issues. The present research was conducted to present a model of the formation of the phenomenon of brand greenwashing in Iranian organizations. This study utilizes a mixed-method approach, combining both qualitative and quantitative methods within the inductive paradigm. In terms of its purpose, it adopts an inductive approach, while in its nature and method, it follows a sequential exploratory design.
 
Methodology
The research's statistical population consisted of 15 marketing management professors from Iranian universities, all of whom specialized in the field of marketing and had published articles related to social marketing. The selection of participants followed the principle of theoretical adequacy, employing a purposeful sampling method. In the qualitative part, a semi-structured interview was used to collect data, the validity and reliability of which was confirmed using the CVR coefficient and the Kappa-Cohen test, and the data obtained from the interview were analyzed using the Atlas.ti software. The theme was analyzed based on coding. The indicators and components of brand greenwashing were identified from the codes obtained from these interviews. In the quantitative part, a pairwise comparison questionnaire of the interpretive structural approach was used to collect data, and its validity and reliability were confirmed using content validity and retesting, presented using the interpretive structural method of the greenwashing brand model.
Findings
The study's findings reveal the indicators and components of brand greenwashing and propose a five-level model to describe brand greenwashing. In the proposed model, the fifth level encompasses weaknesses or the absence of transparent laws, the presence of ambiguous regulations, pressures from both internal and external stakeholders, stringent standards, and a general lack of transparency. In the research model, the fourth level encompasses the creation of space for extensive media claims, the emergence of negative word-of-mouth advertising, legal restrictions for non-green products or practices, the imperative of documenting green claims, and strategies aimed at undermining competitors. The lack of mechanisms for evaluating green claims, covering the real weaknesses of green, superficiality and ignorance of customers about green activities, and brand deception form the third level of the developed model. magnifying and exaggerating the performance, creating an atmosphere of green mistrust, the short-term horizon of the brand, and taking advantage of the benefits of being green constitute the second level of the model. At the first level of the model, factors such as changes in customers' consumption patterns, the utilization of green laws for financial gain, the reduction of the company's long-term value, and the brand's weak performance are recognized.
 
Conclusion
The results indicate that companies are trying to convince their stakeholders to obtain financial resources (profitability) with the help of the greenwashing approach. Also, the results show that brand washing will ultimately lead to poor performance and a decrease in the value of the company in the long run. Based on the recorded findings, the obtained model suggests that the fifth level termed the foundational level, exerts the most significant influence on the subsequent levels of the model: the fourth, third, and second levels. These levels interact with their preceding ones and impact the following ones. Ultimately, the first level, known as the outcome level, is recognized as the most influential within the model.
 

Keywords

Main Subjects


References
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36 (7), 809-824.
Antunes, D., Santos, A. & Hurtado, A. (2015). The communication of the LCA: The need for guidelines to avoid greenwashing. Espacios, 36(5),1.
Babiak, K. & Trendafilova, S. (2011). CSR and environmental responsibility: motives and pressures to adopt green management practices. Corporate Social Responsibility and Environmental Management, 18 (1), 11-24.Becker-Olsen, K. & Potucek, S. (2013). Encyclopedia of Corporate Social Responsibility. In Idowu, S.O., Capaldi, N., Zu, L., Das Gupta, A., Eds.; Springer: Berlin/ Heidelberg, Germany.
Braga Junior, S., Martínez, M.P., Correa, C.M., Moura-Leite, R.C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54 (2), 226-241.
Bulut, C., Nazli, M., Aydin, E. & Haque, A.U. (2021). The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions. Young Consumers, 22 (2), 306-319.
Cao, X. (2011). Does It Pay to Be Green? An Integrated View of Environmental Marketing with Evidence from the Forest Products Industry in China. A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Carlson, L., Grove, S.J.  & Kangun, N. (1993). A content analysis of environmentaladvertising claims: a matrix method approach. Journal of Advertising, 22(3):27–39
Chang, C.H. (2011). The influence of corporate environmental ethics on competitive advantage: the mediation role of green innovation. Journal of Business Ethics, 104(3), 361–370.
Chen, H., Bernard, S., & Rahman, I. (2019). Greenwashing in hotels: a structural model of trust and behavioral intentions. Journal of Cleaner Production, 206, 326-335.
Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of green wash on green word ofmouth (green WOM): The mediation effects of green perceived quality and green satisfaction .Quality and Quantity, 48 (5), 2411 – 2425.
Chen, Y.S., & Chang, C.H. (2013). Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114 (3), 489-500.
Chen, Y.S., Chang, C.H. (2013). Towards green trust: the influences of green perceived quality, green perceived risk, and green satisfaction.  Management Decision, 51 (1), 63–82.
Cherry, M. A. &Sneirson, J.F. (1999). Beyond profit: rethinking corporate social responsibility and greenwashing after the BP oil disaster. Tulane Law Review, 85(4), 983–1038.
Cherry, M.A. & Sneirson, J.F. (2012). Chevron, greenwashing, and the myth of’green oil companies. Journal of Energy, Climate, and the Environment, 3 (1) 134-153.
De Freitas Netto, S.V., FacaoSobrãl, M.F., BezerraRiberio, A.R. & da Luz Soares, G.R. ( 2020). Concepts and Forms of Greenwashing: ASystematic Review. Environmental Sciences Europe, 32, 19.
Delmas, M. A. & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87.
Fernando, A., Sivakumaran, B. & Suganthi, L. (2014). Nature of green advertisementsin India: are they greenwashed? Asian J Commun, 24(3), 222–241.
Fotourehchi, Z., Pooramini, Z., Salmanzadeh, L. (2020). The Relationship between Commitment to Corporate Social Responsibility and Green Marketing with Environmental Performance in Companies. Environmental Education and Sustainable Development, 9(1), 95-108. (in Persian)
Guo, R., Tao, L., Gao, P. (2014). The research on greenwashing brands’ rebuildingstrategies and mechanism of brand trust after biochemical and otherpollutions. Biotechnology, 10(9), 3270–3279.
Guo, R., Zhang, W., Wang, T., Li, C. & Tao, L. (2018). Timely or considered? Brandtrust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective. Industrial Marketing Management, 72, 127–137.
Guo, R., Tao, L., Li, C. B., Wang, T. (2015). A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty. Journal of Business Ethics, 140(2017), 523-536.
Kangun, N., Carlson, L. & Grove, S.J. (1991). Environmental advertising claims: a preliminary investigation. Journal of Public Policy & Marketing, 10 (2), 47-58.
Kim, E. & Lyon, T. (2015). Greenwash vs. Brownwash: exaggeration and unduemodesty in corporate sustainability disclosure. Organization Science, 26(3), 705–723.
Leonidou, C.N. & Skarmeas, D. (2017). Gray shades of green: causes and consequences of green skepticism. Journal of Business Ethics, 144 (2), 401-415.
Martins, A. (2022). Green marketing and perceived SME profitability: the meditating effect of green purchase behavior. Management of Environmental Quality, 33 (2), 281 299.
Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(1), 51-67.
Misra, S. & Panda, K.R. (2017). Environmental consciousness and brand equity: an impact assessment using analytical hierarchy process (AHP). Marketing Intelligence & Planning, 35 (1), 40-61.
Mohammadi, O., Pirzad, A., Mousavi, S. (2022). Designing a Green Marketing Development Model for Organic Products. Jounal of Marketing Management, 17(54), 131-149.
(in Persian)
Nemes, N., Scanlan, S.J., Smith, P., Smith, T., Aronczyk, M., Hill, S., Lewis, S.L., Montgomery, A.W., Tubiello, F.N., Stabinsky, D. )2022(. An Integrated Framework to Assess Greenwashing. Sustainability, 14, 4431.
Nielsen Media Research (2015) https://www.niels en.com/us/en/insights/reports/2015/the-sustainability-imper ative .html. Accessed 26 June 2018
Noorbakhsh, H., ShafeiRoodposhti, M., Malekshahi, F., &Tarahi, M. (2014). Analyzing the Affecting Factors on Achieving Green Marketing: Case of Automotive Industry of Iran. ORMR, 4 (2), 130-150. (in Persian)
Nyirenda, G., Ngwakwe, Collins C., &Ambe, Cosmas M. (2013). Environmental Management Practices and Firm Performance in a South African Mining Firm. Managing Global Transitions, 11 (3), 243–260.
Oliveira, D. & Santos, A. & Hurtado, A.L.B. (2015). The communication of the LCA: The need for guidelines to avoid Greenwashing, Espacios, 36(5).
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.
Parguel, B., Benoıt-Moreau, F. & Larceneux, F. (2011). How sustainability ratings might detergreenwashing’: a closer look at ethical corporate communication. Journal of Business Ethics, 102 (1), 15-28.
Parguel, B., Benoît-Moreau, F., & Russell, C.A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’. International Journal of Advertising, 34 (1), 107-134.
Polonsky, M.J., Grau, S.L., &Garma, R. (2010). The new greenwash? Potential marketing problems with carbon offsets. International Journal of Business Studies, 18 (1), 49-54.
Ramus, C.A., Montiel, I. (2005). When are corporate environmental policies a form of greenwashing? Business and Society, 44 (4), 377–414.
Shirsavar, H. A., & Fashkhamy, F. (2013). Green marketing: A new paradigm to gain competitive advantage in contemporary business. Trends in Advanced Science and Engineering, 7(1), 12-18.
Siano, A., Vollero, A., Conte, F., & Amabile, S. (2017). More than words: Expanding the taxonomy of greenwashing after the volkswagen scandal. Journal of Business Research, 71 (7), 27-37.
Sun, Z., & Zhang, W. (2019). Do government regulations prevent greenwashing? An evolutionary game analysis of heterogeneous enterprises. Journal of Cleaner Production, 231, 1489-1502.
Vos, J. (2009). Actions speak louder than words: greenwashing in corporate America. Notre Dame JL Ethics and Public Policy, 23, 673-697.
Wahab, S. (2018). Sustaining the environment through green marketing. Review of Integrative Business and Economics Research, 7 (2), 71-77.
Wang, D., Walker, T. & Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers. Journal of Consumer Marketing, 37(6), 593-603.
Wang, H., Ma, B., & Bai, R. (2020). The spillover effect of greenwashing behaviours: an experimental approach. Marketing Intelligence & Planning, 38 (3), 283-295.
Zhang, L., Li, D., Cao, C. & Huang, S. (2018). The influence of greenwashingperception on green purchasing intentions: the mediating role of greenword-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750.