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Why companies might under‐communicate their efforts for sustainable development and what can be done?

Author

Listed:
  • Alice Falchi

    (ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Gilles Grolleau

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier)

  • Naoufel Mzoughi

    (ECODEVELOPPEMENT - Ecodéveloppement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

Abstract

In contrast with the increasing green demands from various stakeholders, corporations might prefer green blushing, that is, deliberately avoiding communicating their efforts for sustainable development. Surprisingly, these companies make substantial green achievements, but decide not to communicate their greenness. Using a broad literature review on green blushing and a conceptual reasoning backed up by anecdotal evidence, we expose the likely consequences of under-communicating green achievements and develop several rationales that explain this apparent puzzle. We also propose that silent or timid corporations can make the best of two worlds, by taking advantage from communicating their greenness while avoiding its main pitfalls. We suggest practical ways to do it.

Suggested Citation

  • Alice Falchi & Gilles Grolleau & Naoufel Mzoughi, 2022. "Why companies might under‐communicate their efforts for sustainable development and what can be done?," Post-Print hal-03545817, HAL.
    • Handle: RePEc:hal:journl:hal-03545817
    DOI: 10.1002/bse.2991
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03545817
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    References listed on IDEAS

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    Keywords

    green blushing; green communication; greenhushing; stakeholders; sustainable innovations;
    All these keywords.

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