Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies
Abstract
Is greenwashing a concept describing companies using misleading communication or is it co‐constructed in the eye of the beholder? By discussing the literature, we find that existing definitions of greenwashing overemphasize the strategic intention to mislead and do not incorporate unjust allegations. Then, by combining signaling theory with legitimacy theory, we frame the communication process of the greenwashing accusation and the emergence of a negative narrative caused by the accusation and its effect on legitimacy. Hence, in this paper we argue that greenwashing epistemologically is constituted in the eye of the beholder , depending on an external accusation. Following this view, the greenwashing accusation is understood as a distortion factor altering the signal reliability of green messages. Based on our conceptual analysis, we provide a conceptual framework introducing a new typology of case‐based greenwashing ( greenwashing , false greenwashing , potential greenwashing and no greenwashing ) and the effects of these types on corporate legitimacy. Finally, we propose a revised definition of greenwashing as co‐creation of an external accusation toward an organization with regard to presenting a misleading green message. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment
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BRI runs into the risk of being accused of greenwashing if claims to make it sustainable are manifold and it is not made a rigorous contribution to sustainable development.
“We may add, that otherwise, as claims to make BRI sustainable are manifold, BRI runs into the risk of being accused of greenwashing (Seele and Gatti 2015).”
From The new silk road and its potential for sustainable development: how open digital participation could make BRI a role model for sustainable businesses and markets (2019) · cites this paper as Seele and Gatti 2015
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- Authors
- Seele, P., & Gatti, L.
- Affiliations
- Università della Svizzera italiana (CH)
- Corresponding author
- Seele, Peter
- Venue
- Business Strategy and the Environment
- Publisher
- Wiley
- Published
- 2015-11-24
- Volume
- 26
- Issue
- 2
- Pages
- 239-252
- ISSN
- 0964-4733 (ISSN-L)
- 1099-0836
- OpenAlex
- W2178068968
- Semantic Scholar
- f90f43d64a8adfcc7081a0ab74e741fbcdbf1e06
- Cited by
- 693
- References
- 85
- Citations by year
- 2026: 140 · 2025: 137 · 2024: 132 · 2023: 87 · 2022: 63 · 2021: 45 · 2020: 30 · 2019: 33 · 2018: 10 · 2017: 8 · 2016: 7 · 2015: 1
- FWCI
- 24.21
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Business Strategy and the Environment (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Iris (University of Trento) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Identity and Reputation
- Keywords
- greenwashing, corporate legitimacy, signaling theory, legitimacy theory
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