The CSR Authenticity Crossroads: A Comparative Analysis of Greenwashing in the Cosmetics and Food Sectors

Magdalena Klimczuk-Kochanska ()
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Magdalena Klimczuk-Kochanska: Faculty of Management, University of Warsaw, Poland

Research Reports, 2025, vol. 2, issue 43, 77-93

Abstract: Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors. Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage. Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms in the food sector operate under an ‘operational complexity and risk-driven logic’, where ‘ethics-washing’ is primarily used to manage systemic supply chain risks. The research identifies weak corporate governance as a key enabler of such inauthentic practices in both sectors. Implications: The study extends the concept of greenwashing to include ‘ethics-washing’ and ‘health-washing’. It provides practical insights for managers (the need for stronger governance), investors (the need for critical analysis of ESG data – i.e., environmental, social responsibility, corporate governance), and policymakers (the need for clear standards and regulations).

Keywords: Corporate Social Responsibility (CSR); Greenwashing; Sectoral Logics; Cosmetics and Food Industry (search for similar items in EconPapers)
JEL-codes: L66 M14 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:resrep:v:2:i:43:y:2025:p:77-93

DOI: 10.7172/1733-9758.2025.43.6

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