External Effects of Greenwashing on the Brand. Consequences for Consumers and the Market

Table of Contents

1. Introduction

1.1 Relevance of the topic

1.2 Objective and structure of the work

2. Theoretical basics

2.1 Brand Management

2.2 Greenwashing (Definition and goals - image strategy)

2.3 Corporate Social Responsibility (Distinction from Greenwashing)

2.4 Instruments of Greenwashing

2.5 Consumer behavior

3. Methodology used

3.1 Selection of the literature sources

3.2 Identified literature sources

4. External effects of greenwashing

4.1 Motivation of the Companies

4.2 Examples

4.2.1 Selected Examples – Aldi

4.2.2. Selected Examples – Lufthansa

4.2.3 Example – Volkswagen Diesel scandal

4.3 External Effects - Consumer Protection Associations

4.3.1 External Effects - Consequences of greenwashing - case law

4.3.2 External Effects – Consequences of Greenwashing in New EU Law

5. Conclusion

5.1 Summary of the Results

5.2 Implications for Practice

5.3 Limitation of the work

5.4 Future need for research

Objectives and Core Themes

This thesis investigates the external effects of greenwashing on brands, focusing on how companies adapt communications and practices to meet consumer expectations and whether these actions constitute deceptive behavior that abuses consumer trust.

• Analysis of greenwashing definitions and the distinction from authentic CSR.
• Examination of corporate motivation behind deceptive environmental marketing.
• Evaluation of real-world case studies in retail, service, and automotive sectors.
• Investigation of consumer protection responses and evolving legal regulations in the EU.
• Assessment of the impact of greenwashing on brand reputation and market integrity.

Excerpt from the Book

Summary of Chapters

1. Introduction: Presents the relevance of climate-protection topics for consumers and outlines the thesis's objective to investigate the external effects of greenwashing on brands.

2. Theoretical basics: Defines essential concepts including brand management, greenwashing, and CSR, while highlighting the motivations and methods behind deceptive eco-claims.

3. Methodology used: Describes the systematic literature research process conducted to identify and evaluate environmental claims and legal judgments regarding greenwashing.

4. External effects of greenwashing: Analyzes company motivations, investigates specific case studies like Aldi, Lufthansa, and Volkswagen, and examines the role of consumer protection and EU law.

5. Conclusion: Summarizes the key findings, outlines practical implications for businesses, addresses study limitations, and suggests areas for future research.

Keywords

Greenwashing, Brand Management, Corporate Social Responsibility, CSR, Consumer Behavior, Sustainability, Climate Neutral, Marketing Strategy, Corporate Reputation, Consumer Protection, Environmental Claims, EU Green Claims Directive, Brand Identity, Sustainable Development, Ethics.

Frequently Asked Questions

What is the core focus of this thesis?

The work examines the phenomenon of greenwashing and its external effects on brands, specifically investigating how companies influence consumer perceptions through environmental marketing and what reactions this triggers in the market and legal systems.

What are the central research themes?

The research explores the intersection of brand management and sustainability, the definition and identification of greenwashing, corporate motivations for deceptive practices, and the defensive measures taken by consumer protection organizations and legislators.

What is the primary goal of this research?

The objective is to critically analyze how companies use "green" claims, whether these strategies abuse consumer trust for profit, and what the subsequent consequences are for the companies and the market environment.

Which scientific methodology is applied?

The thesis utilizes an extensive literature review and research analysis, mapping academic and professional sources from the past 23 years, supplemented by the analysis of current legal judgments from the JURIS system.

What topics are analyzed in the main body?

The main body covers theoretical definitions, the psychological and economic drivers of greenwashing, industry-specific case studies (Aldi, Lufthansa, Volkswagen), and the evolving legal framework within the European Union.

Which keywords best describe the paper?

Key terms include Greenwashing, Sustainability, Brand Management, Consumer Protection, CSR, Climate Neutral, Marketing Strategy, and EU Regulations.

How does the Aldi case exemplify the author's argument regarding greenwashing?

The author highlights how Aldi used "climate-neutral" labeling on milk based on purchasing carbon credits for questionable projects rather than through actual emission reductions at the production level, thereby misleading price-conscious consumers.

What is the author's conclusion regarding the future legality of green health claims?

The author concludes that new EU regulations like the "Green Claims Directive" are vital to providing preventive legal certainty, forcing companies to move away from vague "green" claims toward substantiated, verifiable environmental data.