Publicaties

The practice of deceptively inflating a company's or its product's environmental benefits by using green PR or green marketing is known as greenwashing (a portmanteau of "green" and "whitewash"). The term is generally used when significantly more money or time is spent on advertising “being green” (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices. Several cases (e.g. ...

Consumers' increasing awareness of sustainability is reshaping consumption patterns, prompting fashion companies to adopt environmentally friendly initiatives. Certain fashion companies opt for brand extensions, whereas others create entirely new brand lines. Some companies even turn to greenwashing, conveying unsubstantiated claims about the eco-friendliness of their products. This study explored the combined influence of brand strategy (brand ...

De opwarming van de aarde en toenemende vervuiling van het leefmilieu zijn een ‘hot’ thema. Die problematiek ontgaat ook adverteerders niet. Zij maken graag reclame voor duurzame producten. Soms staat het groene karakter van die producten echter ter discussie, waardoor adverteerders beticht worden van misleiding. Zo ook bij een klacht van de NGO Greenpace tegen een recente reclamecampagne van het bedrijf 'The Coca-Cola Company' over de ...