Defining Greenwashing: A Concept Analysis

Matthew J. Spaniol (), Evita Danilova-Jensen, Martin Nielsen, Carl Gyldenkærne Rosdahl and Clara Jasmin Schmidt
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Matthew J. Spaniol: Department of People and Technology, Roskilde University, 4000 Roskilde, Denmark
Evita Danilova-Jensen: Department of People and Technology, Roskilde University, 4000 Roskilde, Denmark
Martin Nielsen: Department of People and Technology, Roskilde University, 4000 Roskilde, Denmark
Carl Gyldenkærne Rosdahl: Department of People and Technology, Roskilde University, 4000 Roskilde, Denmark
Clara Jasmin Schmidt: Global Business Informatics, IT University of Copenhagen, 2300 Copenhagen, Denmark

Sustainability, 2024, vol. 16, issue 20, 1-17

Abstract: The lack of a shared, operant definition for greenwashing has led to fragmented scholarly research, unclear guidelines for practice, inconsistent enforcement, and reactive policy frameworks; resulting in ineffective efforts to combat its growth. Using concept analysis, this research establishes a composite definition for greenwashing by identifying the constitutive attributes sourced across 79 scholarly definitions. The analysis finds six requirements necessary for identifying greenwashing: a claim on environmental performance by a private sector organization marketing a product or a service, which cannot be substantiated, made with deceptive intent, and done to establish a competitive advantage. Fulfilling these criteria warrants an accusation of greenwashing. With the aim to prevent its further spread and misuse, the article provides a diagnostic tool for separating similar but often conflated concepts from greenwashing to organize scholarly research, provide guidelines for practitioners, and support regulators’ case analysis.

Keywords: greenwashing; corporate environmental performance; concept analysis; scoping review; definition (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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