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The challenge for marketers would be to know
how to keep off greenwashing. When green marketing survives
these hurdles, consumers would be able to trust the green claims
and genuinely environmentally preferable products. However,
analysts noted that for a firm making a sincere attempt to
exercise sustainable practices, such unwarranted scrutiny could
prove to be crippling. Some experts pointed out that Levi's
Jeans had been adding organic cotton in its jeans for the past
few years but had kept its green efforts under wraps fearing
unwanted public scrutiny. |
Some experts argued that if companies interested in
sustainable development started thinking twice before publicizing their
sustainable practices, the green movement wouldn't gain any momentum.
Therefore, they called on critics to be measured in their criticism of
the industry regarding this issue. Some even argued that any green
marketing communication, even if it was insincere, helped increase the
environmental awareness of the consumers.
Additional Readings & References
1. James Murray, "New Website to Target Greenwashers," www.businessgreen.com, January 8, 2008.
2. "Consumers Put Ads to Greenwashing Test," www.reuters.com, January 7,
2008.
3. Asher Price, "'Green' Product Claims are About to Receive Some
Federal Scrutiny," www.oregeonlive.com, January 6, 2008.
4. "Green Marketing Under the Microscope," www.environmentalleader.com,
January 4, 2008.
5. "Greenwashers Get Site of Their Very Own," www.environmentalleader.com, December 11, 2007.
6. "Study Finds Misleading Green Claims In 99% Of Products Surveyed," www.environmentalleader.com, November 20, 2007.
7. "Most Americans and Canadians Say 'Green' Labeling Just a Marketing
Tactic," www.greenbiz.com, October 2, 2007.
8. Anna Fahey, "Is Greenwashing Good for You?" www.grist.org, May 27,
2007.
9. "Green Marketing Not for the Faint of Heart," www.environmentalleader.com, April 30, 2007.
10. "Shocker: Green Marketer's Survey Says Green PR a 'Must'," www.environmentalleader.com, November 14, 2006.
Cases on Related Topics:
1.
The Body Shop: Social Responsibility or Sustained Greenwashing?
2.
Body Shop Brand: Repositioning to Target the 'Masstige' Segment and
Impact of its Acquisition by L'Oréal
3.
Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics
4.
Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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