The effect of the Responsible Consumption Behavior to Curb Greenwashing Practices | ||
| iraq journal of market research and consumer protection | ||
| Article 1, Volume 6, Issue 2, December 2014, Pages 143-172 | ||
| Author | ||
| Zakia Megri | ||
| Abstract | ||
| Greenwashing occurs when organizations falsely claim their commitment to eco-friendly behaviors. In this paper, the author explains what greenwashing is and discusses its implications on the consumer as well as the organization. Further, using the existing theoretical framework, the author describes the role of the consumer in light of the proliferation of corporate greenwashing. The study concludes that environmental awareness is on the rise at the informal level, though only showing signs of slight recovery at the official level. This environmental awareness, in turn, has led to the emergence of movements and pressure groups that support the global trend of protecting the environment and denounce all forms of practices deemed harmful to the environment. The study recommends the need for educating and raising awareness of the public in addition to the need to collaborate the efforts of the government with those of the public at both the local and global level as everyone is involved. | ||
| Keywords | ||
| Greenwashing; Responsible Consumption Behavior; Sins of Greenwashing; Ethical communication | ||
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