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Title | Green Brand of Companies and Greenwashing under Sustainable Development Goals |
Authors |
Pimonenko, Tetiana Volodymyrivna
![]() Bilan, Yurii Valentynovych ![]() Horák, J. Starchenko, Liudmyla Volodymyrivna ![]() Gajda, W. |
ORCID |
http://orcid.org/0000-0001-6442-3684 http://orcid.org/0000-0003-0268-009X http://orcid.org/0000-0001-8606-7246 |
Keywords |
сталий розвиток устойчивое развитие sustainable development марка марка brand контент-аналіз контент-анализ content analysis відновлювальна енергія возобновляемая энергия renewable energy |
Type | Article |
Date of Issue | 2020 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/80230 |
Publisher | MDPI |
License | Creative Commons Attribution 4.0 International License |
Citation | Pimonenko, T.; Bilan, Y.; Horák, J.; Starchenko, L.; Gajda, W. Green Brand of Companies and Greenwashing under Sustainable Development Goals. Sustainability 2020, 12, 1679. https://doi.org/10.3390/su12041679 |
Abstract |
Implementing Sustainable Development Goals (SDGs) and increasing environmental
issues provokes changes in consumers’ and stakeholders’ behavior. Thus, stakeholders try to
invest in green companies and projects; consumers prefer to buy eco-friendly products instead of
traditional ones; and consumers and investors refuse to deal with unfair green companies. In this case,
the companies should quickly adapt their strategy corresponding to the new trend of transformation
from overconsumption to green consumption. This process leads to increasing the frequency of using
greenwashing as an unfair marketing instrument to promote the company’s green achievements.
Such companies’ behavior leads to a decrease in trust in the company’s green brand from the
green investors. Thus, the aim of the study is to check the impact of greenwashing on companies’
green brand. For that purpose, the partial least-squares structural equation modeling (PLS-PM),
content analysis and Fishbourne methods were used. The dataset for analysis was obtained from the
companies’ websites and financial and non-financial reports. The objects of analysis were Ukrainian
large industrial companies, which work not only in the local market but also in the international
one. The findings proved that a one point increase in greenwashing leads to a 0.56 point decline in
the company’s green brand with a load factor of 0.78. The most significant variable (loading factor
0.34) influencing greenwashing was the information at official websites masking the company’s real
economic goals. Thus, a recommendation for companies is to eliminate greenwashing through the
publishing of detailed official reports of the companies’ green policy and achievements. |
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Files
File | Size | Format | Downloads |
---|---|---|---|
Pimonenko_sustainability_12_2020.pdf | 1,36 MB | Adobe PDF | -530509221 |
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