Terrachoice%20-%20six%20sins%20of%20greenwashing%20copy

Terrachoice%20-%20six%20sins%20of%20greenwashing%20copy -...

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The “Six Sins of Greenwashing TM A Study of Environmental Claims in North American Consumer Markets A ‘Green Paper’ by TerraChoice Environmental Marketing Inc. (November 2007)
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Table of Contents Overview………………………………………………………. .………………………. 1 Research Methodology…………………………………………………………………. 2 Defining and Quantifying the Six Sins of Greenwashing………. .……………………. 2 ± Sin of the Hidden Trade-Off ……………………………………………………… 2 ± Sin of No Proof …………………………………………… ……………………… 3 ± Sin of Vagueness …………………………………………………………………. 3 ± Sin of Irrelevance …………………………………………………… ……… ……. 4 ± Sin of Lesser of Two Evils………………………………………………………… . 4 ± Sin of Fibbing …………………………………………………………… ………. .. 4 Recommendations for Concerned Consumers………………………………………. .. 5 Recommendations for Marketers………………………………………………………. 7 Concluding Thoughts…………………………………………………………………. . 8 Appendices……………………………………………………………………………… 9 Appendix A: Types of Products Reviewed Appendix B: Eco-Labels Appendix C: References
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The Six Sins Of Greenwashing TM Green·wash (gr ē n'w ŏ sh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. The “Six Sins of Greenwashing TM A Study of Environmental Claims in North American Consumer Markets Overview The recent surge of environmental awareness in North America is unmistakable. It has been documented by many researchers and widely reported in the popular press. The rise in “green” marketing claims has also been well documented. Less studied is the apparent increase in “greenwashing” – false or misleading green marketing claims. In an effort to describe, understand, and quantify the growth of greenwashing, TerraChoice Environmental Marketing Inc. conducted a survey of six category-leading big box stores. Through these surveys, we identified 1,018 consumer products bearing 1,753 environmental claims. Of the 1,018 products examined, all but one made claims that are demonstrably false or that risk misleading intended audiences. Based on the survey results, we identified six patterns in the greenwashing, which we now recognize as the “Six Sins of Greenwashing TM ”. These findings suggest that greenwashing is
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This note was uploaded on 02/04/2011 for the course BUAD 1 taught by Professor Na during the Spring '09 term at USC.

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Terrachoice%20-%20six%20sins%20of%20greenwashing%20copy -...

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