Il rischio di greenwashing nella comunicazione per la sostenibilità: implicazioni manageriali (Greenwashing risk in sustainability communication: managerial implications)

Authors

  • Agostino Vollero

DOI:

https://doi.org/10.7433/s92.2013.02

Keywords:

greenwashing, sustainability communication, CSR, communication management

Abstract

Purpose of the paper: The paper aims at analysing activities and decisions of the sustainability communication management taking into consideration the increasing greenwashing risk. In particular, the paper examines the determinants of this risk and suggests its main managerial implications.

Methodology: On the basis of different but complementary approaches (sensemaking theory, stakeholder engagement, corporate communication management), the paper identifies the relationships between the main dimensions of the communication management and the key factors, that cause the perception of a ‘cosmetic’ communication with low engagement of company’s stakeholders.

Findings: The paper systematises the root causes of greenwashing, and thus paves the way for identifying principles and practices of an authentic sustainable communication.

Research limitations: The conceptual paper presents the typical limitations of the deductive approach based on literature review.

Practical implications: From the practical standpoint, the research provides several recommendations for decision-makers aimed at avoiding accusations of greenwashing and the negative associated consequences (e.g., scepticism among stakeholders).

Originality of paper: The study provides an incremental contribution to the extant knowledge of greenwashing as communication practice. The paper represents a first attempt to define guidelines for communication management of sustainable-oriented organizations aimed at reducing greenwashing risk.

References

ANDRIOF J., WADDOCK S. (2002), “Unfolding Stakeholder Engagement”, in Andriof J., Waddock S., Husted B., Rahman S. (eds.), Unfolding Stakeholder Thinking: Theory, Responsibility and Engagement, Greenleag Publishing, Sheffield, pp. 19-42.

BACCARANI C. (1991), “Qualità e governo dell’impresa”, Quaderni di Sinergie, n. 7, pp. 37-56.

BACCARANI C. (2008), “What does ethical behaviour mean in management activities?”, The TQM Journal, vol. 20, n. 2, pp. 154-165.
BALMER J., FUKUKAWA T.K., GRAY J.M.T., LEHTI E.R. (2007), “The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics”, Journal of Business Ethics, n. 76, pp. 7-15.

BANSAL P. (2004), “Evolving sustainably: a longitudinal study of corporate sustainable development”, Strategic Management Journal, vol. 26, n. 3, pp. 197-218.

BASU K., PALAZZO G. (2008), “Corporate social responsibility: a process model of sensemaking”, Academy of Management Review, n. 33, pp. 122-136.

BAUMGARTNER R.J., EBNER D. (2005), “Sustainable Development in Companies: An International Survey”, in Khalil T. (ed.), IAMOT 2005: Productivity Enhancement for Social Advance: TheRole of Management of Technology, Vienna, Austria.

BAZILLIER R., VAUDAY J. (2010), “CSR and Greenwashing”, in Crifo P., Ponssard J-P (eds.), Corporate Social Responsibility: from Compliance to Opportunity?, Ecole Polytechnique, Paris.

BECKER-OLSEN K.L., CUDMORE B.A., HILL R.P. (2006), “The Impact of Perceived Corporate Social Responsibility on Consumer Behavior”, Journal of Business Research, vol. 59, n. 1, pp. 46-53.

BERENS G.A.J.M., VAN REKOM J. (2008), “How Specific Should Corporate Communication Be? The Role of Advertising Language in Establishing a Corporate Reputation for CSR”, in Melewar T.C. (ed.), Facets of Corporate Identity, Communication and Reputation, Routledge, London, pp. 96-119.

BERRY M.A., RONDINELLI D.A. (1998), “Proactive Corporate Environmental Management: A New Industrial Revolution”, The Academy of Management Executive, vol. 12, n. 2, pp. 38-50.

BROWN T.J., DACIN P.A. (1997), “The Company and the Product: Corporate Associations and Consumer Product Responses”, Journal of Marketing, vol. 61(January), n. 1 pp. 68-84.

CARROLL A.B. (1979), “A Three-Dimensional Conceptual Model of Corporate Social Performance”, Academy of Management Review, vol. 4, n. 4, pp. 497-505.

CARROLL A.B., SHABANA K.M. (2010), “The business case for corporate social responsibility: A review of concepts, research and practice”, International Journal of Management Reviews, vol. 12, n. 1, pp. 85-105.

CONE (2012), 2012 Green Gap Trend Tracker, Boston, disponibile all’indirizzo: http://www.conecomm.com/2012-cone-green-gap-trend-tracker.

CORNELISSEN J. (2008), Corporate communication. A guide to theory and practice, Sage, London.

CRAMER J., JONKER J., VAN DER HEIJDEN A. (2004), “Making sense of corporate social responsibility”, Journal of Business Ethics, vol. 55, n.2, pp. 215-222.

CRANE A., LIVESEY S. (2003), “Are you talking to me? Stakeholder communication and the risks and rewards of dialogue”, in Andriof J., Waddock S., Husted B., Rahman S. (eds), Unfolding Stakeholder Thinking: Relationships, Communication, Reporting and Performance, Greenleaf Books, Sheffield, pp. 39-52.

CRIVELLARO M., VECCHIATO G., SCALCO F. (2012), Sostenibilità e rischio greenwashing, Libreriauniversitaria. it, Padova.

DAVENPORT K. (2000), “Corporate Citizenship: A Stakeholder Approach for Defining Corporate Social Performance and Identifying Measures for Assessing it”, Business & Society, vol. 39, n. 2, pp. 210-219.

DAVIS J. (1992), “Ethics and Environmental Marketing”, Journal of Business Ethics, vol. 11, n. 2, pp. 81- 87.

DAWKINS J. (2005), “Corporate responsibility: the communication challenge”, Journal of Communication Management, vol. 9, n. 2, pp. 108-119.

DELMAS M.A., BURBANO V.C. (2011), “The drivers of greenwashing”, California Management Review, vol. 54, n. 1, pp. 64-87.

DU S., BHATTACHARYA C.B., SEN S. (2010), “Maximizing business returns to Corporate Social Responsibility (CSR): the role of CSR communication”, International Journal of Management Reviews, vol. 12, n.1, pp. 8-19.

ELKINGTON J. (1994), “Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development”, California Management Review, vol. 36, n. 2 (Winter), pp. 90-100.

ELVING W.J.L. (2012), “Scepticism and corporate social responsibility communications: the influence of fit and reputation”, Journal of Marketing Communication, doi:10.1080/13527266.2011.631569.

ENEL (2012), Bilancio di Sostenibilità 2011, disponibile all’indirizzo: http://www.enel.com/it-IT/sustainability/our_responsibility/sustainability_report/2011.aspx [ultimo accesso 25/06/2013].

ENI (2012), ENI for 2011, disponibile all’indirizzo: http://www.eni.com/it_IT/attachments/sostenibilita/cop-ita-web.pdf [ultimo accesso 25/06/2013].

FERRERO (2012), Condividere valori per creare valore. Responsabilità sociale d’impresa. Rapporto 2011, disponibile all’indirizzo: http://www.ferrero.com/responsabilita-sociale/2011-percorso-in-20-passi [ultimo accesso 25/06/2013].
FIAT GROUP (2012), Bilancio di Sostenibilità 2011, disponibile all’indirizzo: http://www.fiatspa.com/it-IT/sustainability/overview/pubblicazioni/FiatDocuments/Sostenibilita-ITA-low.pdf [ultimo accesso 25/06/2013].

FIESELER C., FLECK M., MECKEL M. (2010), “Corporate Social Responsibility in the Blogosphere”, Journal of Business Ethics, vol. 91, n. 4, pp. 599-614.

FOREHAND M.R., GRIER S. (2003), “When is honesty the best policy? The effect of stated company intent on consumer skepticism”, Journal of Consumer Psychology, vol. 13, n.3, pp. 349-356.

FRANKENTAL P. (2001), “Corporate social responsibility - a PR invention?”, Corporate Communications: An International Journal, vol. 6, n.1, pp. 18-23.

FREEMAN R. E., MCVEA J. (2002), “A stakeholder approach to strategic management”, working paper 01-02, Darden Graduate School of Business Administration.

FURLOW N., (2009), “Greenwashing in the New Millennium”, Journal of Applied Business and Economics, vol. 10, n. 6, pp. 22-25.

GILLESPIE E. (2008), “Stemming the Tide of Greenwash”, Consumer Policy Review, vol. 18, n. 3. pp. 79-83.

GIOIA D.A., CHITTIPEDDI K. (1991), “Sensemaking and sensegiving in strategic change initiation”, Strategic Management Journal, vol. 12, n. 6, pp. 433-448.

GIOIA D.A., THOMAS J.B., CLARK S.M., CHITTIPEDDI K. (1994) “Symbolism and strategic change in academia: the dynamics of sensemaking and influence”, Organization Science, vol. 5, n. 3, pp 363-383.

GOLINELLI G.M. (1998), “Impatto ambientale, responsabilità sociale, strategie d’impresa, implicazioni di carattere finanziario”, in AA.VV., Scritti in onore di Luigi Guatri, Edizione Bocconi Comunicazione, Milano.

GOLINELLI G.M. (2011), L’Approccio Sistemico Vitale (ASV) al governo dell’impresa. Verso la scientificazione dell’azione di governo, vol. II, Cedam, Padova.

GOLINELLI G.M. (2013), “Il CUEIM e Sinergie per lo sviluppo del territorio: alcune note a margine”, Sinergie, n. 90, pp. 3-10.

GOLINELLI G.M., VOLPE L. (2012), Consonanza, valore, sostenibilità. Verso l'impresa sostenibile, Cedam, Padova.

GREENWOOD M. (2007), “Stakeholder Engagement: Beyond the Myth of Corporate Responsibility”, Journal of Business Ethics, vol. 74, n. 4, pp. 315-327.

GRUNIG J.E., HUNT T. (1984), Managing Public Relations, Holt, Rinehart and Winston, Fort Worth, TX.
HALEY E. (1996), “Exploring the construct of organization as source: consumers’ understanding of organizational sponsorship of advocacy advertising”, Journal of Advertising, vol. 25, n. 2, pp. 19-36.

HEIDER F. (1958), The psychology of interpersonal relations, Wiley, New York.

HOPWOOD B., MELLOR M., O’BRIEN G. (2005), “Sustainable development: mapping different approaches”, Sustainable development, vol. 13, n. 1, pp. 38-52.

KEIJZERS G. (2002), “The Transition to the Sustainable Enterprise”, Journal of Cleaner Production, vol. 10, n. 4, pp. 349-359.

IHLEN Ø., BARTLETT J., MAY S. (2011), “Corporate Social Responsibility and Communication”, in Ihlen Ø., Bartlett J., May S. (eds.), The handbook of communication and corporate social responsibility, Wiley-Blackwell, Oxford, UK, pp. 3-22.

INVERNIZZI E. (2004), “Relazioni pubbliche e comunicazione aziendale”, Sviluppo e organizzazione, n. 204, pp. 70-78.

INVERNIZZI E., ROMENTI S. (2009), “Institutionalization and Evaluation of Corporate Communication in Italian Companies”, International Journal of Strategic Communication, vol. 3, n. 2, pp. 116-130.

IRALDO F., MELIS M. (2012), Green marketing. Come evitare il greenwashing comunicando al mercato il valore della sostenibilità, Il Sole 24 Ore, Milano.

KUCUK S.U., KRISHNAMURTHY S. (2007), “An Analysis of Consumer Power on the Internet”, Technovation, vol. 27, n. 1/2, pp. 47-56.

LAUFER W.S. (2003), “Social Accountability and Corporate Greenwashing”, Journal of Business Ethics, vol. 43, n. 3, pp. 253-261.

LIGETI G., ORAVECZ A. (2009), “CSR communication of corporate enterprises in Hungary”, Journal of Business Ethics, vol. 84, n. 2, pp. 137-149.

LYON T.P., MAXWELL J.W. (2011), “Greenwash: Environmental disclosure under threat of audit”, Journal of Economics and Management Strategy, vol. 20, pp. 3-41.

MAIGNAN I., FERRELL O.C., HULT G.T.M. (1999), “Corporate Citizenship: Cultural Antecedents and Business Benefits”, Journal of the Academy of Marketing Science, vol. 27, n. 4, pp. 455-469.

MANDER J. (1972), “Ecopornography: One Year and Nearly a Billion Dollars Later, Advertising Owns Ecology”, Communication and Arts Magazine, vol. 14, n. 2, p. 47.

MARQUIS C., TOFFEL M.W. (2012), “When Do Firms Greenwash? Corporate Visibility, Civil Society Scrutiny, and Environmental Disclosure”, Harvard Business School Organizational Behavior Unit Working Paper, n. 11-115 (August 4), disponibile all’indirizzo SSRN: http://ssrn.com/abstract=1836472.

MATTEN D., CRANE A. (2005), “Corporate citizenship: Toward an extended theoretical conceptualization”, Academy of Management Review, vol. 30, n. 1, pp. 166-179.

MCGUIRE J.B., SUNDGREN A., SCHNEEWEIS T. (1988), “Corporate Social Responsibility and Firm Financial Performance”, Academy of Management Journal, vol. 31, n. 4, pp. 854-872.

MCWILLIAMS A., SIEGEL D., WRIGHT P.M. (2006), “Corporate Social Responsibility: Strategic Implications”, Journal of Management Studies, vol. 43, n. 1, pp. 1-18.

MENON S., KAHN B.E. (2003), “Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?”, Journal of Consumer Psychology, vol. 13, n. 3, pp. 316-327.

MILES M.P., MUNILLA L.S., DARROCH J. (2006), “The role of strategic conversations with stakeholders in the formation of corporate social responsibility strategy”, Journal Business Ethics, vol. 69, n. 2, pp. 195-205.

MOHR L.A., WEBB D.J., HARRIS K.E. (2001), “Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behaviour”, Journal of Consumer Affairs, vol. 35, n. 1, pp. 45-72.

MORSING M., SCHULTZ M. (2006), “Corporate social responsibility communication: stakeholder information, response and involvement strategies”, Business Ethics: a European Review, vol. 15, n. 4, pp. 323-338.

MOTAVELLI J. (2011), “A History of Greenwashing: How Dirty Towels Impacted the Green Movement”, Daily Finance, 12/02/11, disponibile all’indirizzo: http://www.dailyfinance.com/2011/02/12/the-history-of-greenwashing-how-dirty-towels-impacted-the-green/ [ultimo accesso 11/02/2013].

PARGUEL B., BENOIT-MOREAU F., LARCENEUX F. (2011), “How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication”, Journal of Business Ethics, vol. 102, n. 1, pp. 15-28

PELOZA J., FALKENBERG L. (2009), “The Role of Collaboration in Achieving Corporate Social Responsibility Objectives”, California Management Review, vol. 51, n. 3, pp. 95-113.
PEDERSEN E.R. (2006), “Making Corporate Social Responsibility (CSR) operable: How companies translate stakeholder dialogue into practice”, Business and Society Review, vol. 111, n. 2, pp. 137-163.

PERRINI F., TENCATI A. (2008), “La responsabilità sociale d’impresa: strategia per l’impresa relazionale e innovazione per la sostenibilità”, Sinergie, n. 77, pp. 23- 43.

POMERING A., JOHNSON L.W. (2009), “Constructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising”, Australasian Marketing Journal, vol. 17, n. 2, pp. 106-114.

PORTER M.E., KRAMER M.R. (2006), “Strategy & Society. The Link Between Competitive Advantage and Corporate Social Responsibility”, Harvard Business Review, vol. 23, n. 5, pp. 78-92.

RULLANI E. (2011), “Produzione sostenibile: la nuova stella polare per navigare (a vista) nel mare della crisi”, Economia e Società Regionale, vol. 114, n. 3, pp. 5-21.

SCHLEGELMILCH B.B., POLLACH I. (2005), “The perils and opportunities of communicating corporate ethics”, Journal of Marketing Management, vol. 21, n. 3/4, pp. 267-290.

SCHULTZ F., WEHMEIER S. (2010), “Institutionalization of corporate social responsibility within corporate communications. Combining institutional, sensemaking and communication perspectives”, Corporate Communications: An International Journal, vol. 15, n. 1, pp. 9-29.

SEN S., BHATTACHARYA C.B. (2001), “Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility”, Journal of Marketing Research, vol. 38 (May), n. 2, pp. 225-243.

SETHI S.P. (1975), “Dimensions of Corporate Social Responsibility”, California Management Review, vol. 17, n. 3, pp. 58-64.

SIANO A. (2012), “La comunicazione per la sostenibilità nel management delle imprese”, Sinergie, n. 89, pp. 3-23.

SIANO A., VOLLERO A., PALAZZO M. (2011), “Exploring the role of online consumer empowerment in reputation building: research questions and hypotheses”, Journal of Brand Management, vol. 19, n. 1, pp. 57-71.

SIANO A., VOLLERO A. (2012), “Il processo di management della corporate communication: un framework”, Sinergie, n. 89, pp. 73-92.

SIGNITZER B., PREXL A. (2008), “Corporate Sustainability Communications: Aspects of Theory and Professionalization”, Journal of Public Relations Research, vol. 20, n. 1, pp. 1-19.

SIMMONS C.J., BECKER-OLSEN K.L. (2006), “Achieving marketing objectives through social sponsorships”, Journal of Marketing, vol. 70, n. 4, pp. 154-169.

STEYN B. (2007), “Contribution of public relations to organizational strategy formulation”, in Toth L., (ed.), The future of excellence in public relations and communication management: challenges for the next generation, Lawrence Erlbaum Associates, Mahwah, NJ.

SUDDABY R., GREENWOOD R. (2005), “Rhetorical strategies of legitimacy”, Administrative Science Quarterly, vol. 50, n. 1, pp. 35-67.
SWAEN V., VANHAMME J. (2003), “See How ‘Good’ We Are: The Dangers of Using Corporate Social Activities in Communication Campaigns”, in Kahn B.E., Luce M.F. (eds.), Advances in Consumer Research, Vol. XXXI, Toronto, Canada, pp. 302-303.

SWAEN V., VANHAMME J. (2005), “The use of corporate social responsibility arguments in communication campaigns: does source credibility matter?”, Advances in Consumer Research, vol. 32, n. 1, pp. 590-591.

VAN DE VEN B. (2008), “An ethical framework for the marketing of corporate social responsibility”, Journal of Business Ethics, vol. 82, n. 2, pp. 339-352.

VAN RULER B., VERCIC D. (2005), “Reflective communication management: Future ways for public relations research”, in Kalbfleisch P.J. (ed.), Communication yearbook 29, Erlbaum, Mahwah, NJ.

WADDOCK S.A. (2001), “Integrity and mindfulness: foundations of corporate citizenship”, in Andriof J., Mclntosh M., Amhenst N.Y. (eds.), Perspectives on Corporate Citizenship, Greenleaf Publishing, Sheffield.

WEBB D.J., MOHR L.A. (1998), “A typology of consumer responses to cause-related marketing: from skeptics to socially concerned”, Journal of Public Policy and Marketing, vol. 17, n. 2, pp. 226-238.

WEICK K.E. (1995), Sensemaking in organizations, Sage Publishing, Thousand Oaks, CA.

WELFORD R. (1996), Corporate Environmental Management. Systems and Strategies, Earthscan Publications, London.

WESTPHAL J.D., ZAJAC E.J. (2001), “Decoupling policy from practice: The case of stock repurchase programs”, Administrative Science Quarterly, vol. 46, pp. 202-228.

ZIEK P. (2009), “Making sense of CSR communication”, Corporate Social Responsibility and Environmental Management, vol. 16, n. 3, pp. 137-145.

Downloads

Published

2018-10-28