Organisational symbolism The effectiveness of greenwashing as an organisational impression management strategy Greenwashing in the fashion industry
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2023-06-28
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en
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In this study, quantitative research is conducted into the question: What is the effect of consumer scepticism on the relationship between greenwashing and the reputation of the organisation? Greenwashing is examined as a form of impression management, in which people's perceptions are tried to regulate and controlled by information in social interaction. To investigate this, 447 valid surveys were collected. In these surveys, the perceptions of the respondents were examined through advertisements from fashion organisations and information about whether the organisations live up to what they put out. This showed that advertising with green claims does not lead to a trustworthy green reputation. The moment you deal with an organisation with sceptical consumers, this way of advertising seems even more problematic. Also, because consumers are becoming even more sceptical of organisations that have already been caught lying or distorting information about how sustainable they are in the past.
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Faculteit der Managementwetenschappen