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“More than words”: Expanding the taxonomy of greenwashing after the Volkswagen scandal

Author

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  • Siano, Alfonso
  • Vollero, Agostino
  • Conte, Francesca
  • Amabile, Sara

Abstract

This study explores a new type of greenwashing behaviour, through the lenses of the “communicative constitution of organizations” (CCO), which challenges the dominant view in corporate social responsibility (CSR) studies. A theory-building case study was carried out by analysing the Volkswagen scandal. Both qualitative and quantitative data were obtained via a content analysis of both 2012–2014 CSR reports of the Volkswagen Group and a sample of 1151 U.S. newspaper headlines concerning Dieselgate, together with semi-structured interviews with former managers from Volkswagen. From a theoretical perspective, the study extends the greenwashing taxonomy by identifying a new type of irresponsible behaviour, namely “deceptive manipulation”. This reinforces the CCO perspective according to which sustainability communication acts as a constitutive force. In terms of managerial implications, the study suggests some approaches to prevent this specific type of greenwashing.

Suggested Citation

  • Siano, Alfonso & Vollero, Agostino & Conte, Francesca & Amabile, Sara, 2017. "“More than words”: Expanding the taxonomy of greenwashing after the Volkswagen scandal," Journal of Business Research, Elsevier, vol. 71(C), pages 27-37.
    • Handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:27-37
    DOI: 10.1016/j.jbusres.2016.11.002
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