A critical analysis of greenwashing claims

Abstract

(Marrewijk, 2003) argues that Corporate Social Responsibility (CSR) implies a concern for profit, people, and the planet. CSR has grown in importance in the past decades. Research suggests that organizations that undertake CSR may gain competitive advantage; have increased financial performance, and have a higher corporate reputation (Gardberg, 2000). Based on regulations and demand from society, organizations adopt policies that are aimed at increasing their CSR performance. A majority of organizations around the world have adopted practices that ensure the employees are treated fairly, diversity is encouraged, and the organization is socially responsible. Although, this is common practice many organizations are accused of greenwashing. Drawing from literature on decoupling it can be argued that organizations symbolically adopt certain practices to maintain legitimacy but do not implement the policies in practice.