The Importance Of Greenwashing As A Marketing Strategy

Within the research for this paper the standard of confidentiality was adhered to. The transcript from the interview does not hold any identifying factors, only those involved directly with the research can access any identifying particulars about the interview participant. Findings and Discussion Interview Findings From the research interview it was established that greenwashing as a marketing strategy is effective because there is an increasing amount of consumers concerned about the state of the environment and this creates a legitimate market. Primarily, this effectiveness is due to the fact that greenwashing has the capability to create and sustain a new market, as the interview participant mentioned that individuals who are concerned with the environment generally still consume and this new market has the ability to fulfil this need. The research participant described greenwashing as allowing various unethical companies to have eco sections to their corporations. These eco sections allow companies to capture a market they would not have been able to capture under their own brand. The participant illustrated this with the growing number of eco claims within the market; it shows this strategy to be working. According to the research participant the most obvious sign that a company is employi ng greenwashing tactics is the obvious use of environmental images, such as pristine landscapes, with no context to the image. Additionally the participant pointed out that termsShow MoreRelatedGreening Energy Marketing1543 Words   |  6 Pagesrivers for the production of energy and commodities. Nevertheless, corporations often draw from symbolically rich environmental imagery and fasten it to advertising campaigns in an attempt to bolster a socially conscious image. 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