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3 juillet 2009
- handle: 10670/1.pd1gg6
- hal: hal-00448861
info:eu-repo/semantics/OpenAccess
Mots-clés
Corporate Social Responsibility Greenwashing Communication M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M1 - Business Administration/M.M1.M14 - Corporate Culture • Diversity • Social Responsibility M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - Advertising D - Microeconomics/D.D2 - Production and OrganizationsSujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing Communication, Primitive Mass communication Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Rémi Bazillier et al., « The Greenwashing Machine : is CSR more than Communication », HAL-SHS : économie et finance, ID : 10670/1.pd1gg6
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Résumé
Corporate Social Responsibility (CSR) and advertising are strategic complements. If a claim about the environmental or social benefits of a product is unsubstantiated or mislead- ing, this practice is known as greenwashing (GW). The model clearly identifies some "usual suspects" that will prefer GW over CSR. We then carry out an empirical analysis using CSR data, economic data on the 500 largest European firms, and proxies for green com- munication to test the predictions. Several instruments are used to estimate the propensity to prefer GW. We show that "hard greenwashing", i.e. active communication with no CSR at all, is not always a credible strategy, and highlight the concept of "light greenwashing". It may have two dimensions: either it can be a response to the presence of greenwashing firms or it can be due to the simple possibility of advertising. Both possibilities are verified empirically, thus confirming the changing nature of greenwashing practices.