The Pitfalls of Communicating the Implementation of Environmental Regulations

Abstract: In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. Prior research within green marketing has put a large focus on greenwashing in product context and the effects of it on consumer behaviour. In this study greenwashing is examined in a communication context and its effect on different aspects of consumer behaviour and attitude.