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Case
-
Reference no. IMD-7-2196
Compact case
Published by:
IMD (2020)
Version:
19.05.2020
Revision date:
08-Jun-2020
Length:
3 pages
Data source:
Published sources

Abstract

This case explores the phenomenon of 'greenwashing' and how many companies communicate that they are serious about sustainability but how, in reality, they are less green than they actually are. The case challenges students to think about who we can trust and whether 'credible signals' could help to distinguishing those who are 'greening' from those who are 'greenwashing'. The case illustrates with sustainability announcements and asks how can you validate credible claims from those that aren't?

Topics

Sustainability; Greenwashing; Greening; Signalling theory; Business; Society; Business-society collaboration

Setting

The events covered by this item took place in 2020.

Geographical setting

Region:
World/global

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