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Avoiding the greenwashing trap: between CSR communication and stakeholder engagement

Author

Listed:
  • Agostino Vollero
  • Maria Palazzo
  • Alfonso Siano
  • Wim J.L. Elving

Abstract

The paper analyses key elements of communication that may lead to accusations that a company is engaging in practices of greenwashing failing to create stakeholder engagement. According to sensemaking and sensegiving approaches, the theoretical foundations that underpin the concepts of corporate social responsibility (CSR) communication and greenwashing practices are explored and a comparison between two energy companies in the Italian and Dutch context is set up for exploratory purpose. The integration of a company's strategic CSR approach and its communication practices may help to enhance effective stakeholder engagement, prevent accusations of greenwashing and avert the negative associated consequences (e.g., scepticism among stakeholders). The research provides a theoretical contribution to CSR communication by identifying several pitfalls that can lead to the appearance of greenwashing and provides caveats for the further development of both theory and managerial practices.

Suggested Citation

  • Agostino Vollero & Maria Palazzo & Alfonso Siano & Wim J.L. Elving, 2016. "Avoiding the greenwashing trap: between CSR communication and stakeholder engagement," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 10(2), pages 120-140.
    • Handle: RePEc:ids:ijisde:v:10:y:2016:i:2:p:120-140
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    Citations

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    Cited by:

    1. Agata Sudolska & Andrzej Lis & Monika Chodorek, 2019. "Research Profiling for Responsible and Sustainable Innovations," Sustainability, MDPI, vol. 11(23), pages 1-31, November.
    2. Agostino Vollero & Alfonso Siano & Alessandra Bertolini, 2022. "Ex ante assessment of sustainable marketing investments," Italian Journal of Marketing, Springer, vol. 2022(3), pages 271-287, September.
    3. Lee, Michael T. & Raschke, Robyn L., 2023. "Stakeholder legitimacy in firm greening and financial performance: What about greenwashing temptations?☆," Journal of Business Research, Elsevier, vol. 155(PB).
    4. Primiano Di Nauta & Enrica Iannuzzi & Michele Milone & Claudio Nigro, 2020. "The Impact of the Sustainability Principles on the Strategic Planning and Reporting of Universities. An Exploratory Study on a Qualified Italian Sample," Sustainability, MDPI, vol. 12(18), pages 1-21, September.
    5. Rocco Mazza & Emma Zavarrone & Mirko Olivieri & Daniela Corsaro, 2022. "A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era," Italian Journal of Marketing, Springer, vol. 2022(3), pages 317-340, September.
    6. Kai-Michael Griese & Kim Werner & Johannes Hogg, 2017. "Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(4), pages 1-15, December.
    7. Eunhye Park & Junehee Kwon & Sung-Bum Kim, 2021. "Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling," Sustainability, MDPI, vol. 13(8), pages 1-17, April.

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