An Integrated Framework to Assess Greenwashing

Noémi Nemes, Stephen J. Scanlan, Pete Smith, Tone Smith, Melissa Aronczyk, Stephanie Hill, Simon L. Lewis, A. Wren Montgomery, Francesco N. Tubiello and Doreen Stabinsky
Additional contact information
Noémi Nemes: Department of Political Science, University of Vienna, 7/2nd Floor, 1010 Vienna, Austria
Stephen J. Scanlan: Department of Sociology and Anthropology, Ohio University, Bentley Annex 162, Athens, OH 45701, USA
Pete Smith: Institute of Biological and Environmental Sciences, University of Aberdeen, 23 St Machar Drive, Aberdeen AB24 3UU, UK
Tone Smith: Institute for Multilevel Governance and Development, Vienna University of Economics and Business, Welthandelsplatz 1/D4, 1020 Vienna, Austria
Melissa Aronczyk: School of Communication & Information, Rutgers University, 4 Huntington St, New Brunswick, NJ 08901, USA
Stephanie Hill: Communication and Culture, Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3, Canada
Simon L. Lewis: Department of Geography, University College London, Gower Street, London WC1E 6BT, UK
A. Wren Montgomery: Ivey Business School, Western University, 1255 Western Rd, London, ON N6G 0N1, Canada
Francesco N. Tubiello: Statistics Division, Food and Agriculture Organisation, Viale delle Terme di Caracalla, 00153 Roma, Italy
Doreen Stabinsky: College of the Atlantic, 105 Eden Street, Bar Harbor, ME 04660, USA

Sustainability, 2022, vol. 14, issue 8, 1-13

Abstract: In this paper we examine definitions of ‘greenwashing’ and its different forms, developing a tool for assessing diverse ‘green’ claims made by various actors. Research shows that significant deception and misleading claims exist both in the regulated commercial sphere, as well as in the unregulated non-commercial sphere (e.g., governments, NGO partnerships, international pledges, etc.). Recently, serious concerns have been raised over rampant greenwashing, in particular with regard to rapidly emerging net zero commitments. The proposed framework we developed is the first actionable tool for analysing the quality and truthfulness of such claims. The framework has widespread and unique potential for highlighting efforts that seek to delay or distract real solutions that are urgently needed today to tackle multiple climate and environmental crises. In addition, we note how the framework may also assist in the development of practices and communication strategies that ultimately avoid greenwashing.

Keywords: green claims; greenwashing; greenwashing framework; misleading/deceptive environmental communication; net zero; public relations; selective disclosure; sustainability; transparency (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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