Green Marketing & the Menace of Greenwashing



Case Code : CLMM034
Publication date : 2008
Subject : Marketing Management
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Greenwashing, green marketing, environmental marketing, social criticism, Lohas, Lifestyles of Health and Sustainability, Social Marketing, Greenwashing Index, marketing communication, Advertising, misleading ads, Green Guide, Climate Change, carbon emissions, sustainable development, competitive advantage, FTC, Home Depot, Energy Star, BP, Chevron, Dow, DuPont, Ford Motor Company, General Electrics, Wal-Mart, TerraChoice, Starbucks, Levi


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With a significant segment of the consumers preferring green (environmentally friendly) products, many companies cutting across industries are jumping onto the green bandwagon. To ensure that consumers are not duped by the green marketing efforts of companies with questionable green credentials, savvy consumers, environmental activists, as well as regulators are preparing to crack down on greenwashing. According to analysts, public scrutiny and the fear of social criticism, if not regulations, would help in curbing the increasing instances of greenwashing.


  » Societal Marketing Concept
  » Promotion
  » Ethics


On January 7, 2008, EnviroMedia Social Marketing (EnviroMedia) in conjunction with the University of Oregon School of Journalism and Communication (SOJC) launched an interactive online portal - (Greenwashing Index)...

Questions for Discussion:

1. Why do you think so many companies are making green claims in their promotions? Do such claims help the companies in selling their products? Give reasons for your answer.

2. What do you understand by the term ‘greenwashing’? What are the reasons for growing interest in this area? What are the implications for marketers?

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