Effect of greenwashing advertisements on organizational image

Abstract

Firms have an unfavourable effect on environmental problems that severely threatens the ecological balance. In this context, firms’ responsibility must be heavy on environmental problems. In the last two decades an approach guiding firms’ socially beneficial activity as well as profitably activity has emerged. Accordingly, many firms launched marketing campaigns in order to claim themselves environment friendly. But it is not possible to say all of these campaigns reflect the facts. Some firms conduct greenwashing campaigns, which means misleading activity in order to persuade external stakeholders and consumers to appear more environmentally friendly than they actually are. In this chapter, the authors explain the effect of greenwashing advertisements on organizational culture using findings of previous studies as evidence. Organizational image, greenwashing concepts, and factors that drive firms’ greenwashing activities are explained and then the effect of green advertisements on organizational image is revealed through previous studies’ findings. © 2018, IGI Global.