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Can advertising be saved from greenwashing?

Author

Listed:
  • Béatrice Parguel

    (DRM - MLAB - Dauphine Recherches en Management - MLAB - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Guillaume Johnson

    (DRM MOST - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

In a two-part article, we're going to understand if advertising can be saved from "greenwashing". The first part will explain what "greenwashing" is and how green claims work. The second part will then understand why "greenwashing" is a problem and – most importantly – if and how we can solve it.

Suggested Citation

  • Béatrice Parguel & Guillaume Johnson, 2023. "Can advertising be saved from greenwashing?," Post-Print hal-04258804, HAL.
    • Handle: RePEc:hal:journl:hal-04258804
    Note: View the original document on HAL open archive server: https://hal.science/hal-04258804
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    File URL: https://hal.science/hal-04258804/document
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    More about this item

    Keywords

    Green advertising; greenwashing; green claims; sustainability;
    All these keywords.

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