W3 - De Vries et al Sustainability of profitability?

Question 1

Corporate greenwashing

Answer 1

Idea that companies deliberstely frame their activities as green in order to look environmentally friendly
Gap between rhetoric and reality

Question 2

Organizations can have a range of different motives for their CSR activities

Answer 2

1. Public serving motives: collective interest
2. Firm serving motives: concern for benefits for the organization itself

Question 3

Dispositional skepticism

Answer 3

An individual’s tendency to doubt the credibility of various forms of organizational communication

Question 4

Research

Answer 4

• People tend to perceive corporate greenwashing when they learn about an energy company that invests environmental measures
• Communicating an economic motive reduces perceived greenwashing
• Skepticism acts as a mediator

Question 5

General discussion

Answer 5

• Energy companies claiming environmental investments for image improvement risk accusations of greenwashing.
• People perceive less greenwashing when companies cite economic reasons instead, even if they deny other motives.
• This is particularly true for less skeptical individuals.
• So called skeptics will always doubt the truthfulness of these communications, regardless of their contents.
• A better strategy is to transparently combine environmental and economic motives, showing they align.