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

Inhaltsverzeichnis (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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to explore the phenomenon of greenwashing, analyzing its definition, motivations, and consequences. The work focuses on the strategic use of environmental claims by companies to enhance their brand image and attract consumers, investors, and competitors. It examines how greenwashing can mislead the market and impact consumer behavior, investor decisions, and legal consequences.

• The definition and strategies of greenwashing
• The motivations behind greenwashing practices
• The impact of greenwashing on consumers, investors, and competitors
• The legal and regulatory responses to greenwashing
• The role of consumer protection associations in combating greenwashing

Zusammenfassung der Kapitel (Chapter Summaries)

The paper begins with an introduction emphasizing the relevance of greenwashing in today's market. It establishes the objectives and structure of the work. Chapter 2 delves into the theoretical foundations of greenwashing, providing definitions of brand management, greenwashing, and corporate social responsibility. This chapter also discusses the instruments used in greenwashing and their impact on consumer behavior. Chapter 3 outlines the methodology employed in the research, including the selection and identification of relevant literature sources. Chapter 4 examines the external effects of greenwashing, exploring the motivations behind companies' use of this practice. It presents examples from various sectors, including retail (Aldi), service (Lufthansa), and production (Volkswagen), and analyzes the consequences of greenwashing for consumers, investors, and consumer protection associations. The chapter also discusses legal ramifications and recent EU regulations aimed at tackling greenwashing.

Schlüsselwörter (Keywords)

The key concepts explored in this paper include greenwashing, brand management, corporate social responsibility, consumer behavior, investor behavior, legal consequences, consumer protection, EU regulations, and case law. These terms are essential for understanding the strategic use of environmental claims, the potential for deception, and the implications of greenwashing for both businesses and consumers.