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Greenwashing and Codes of Conduct: Actions vs. Claims
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Greenwashing is a constantly growing phenomenon which is known to be an issue created by deceiving marketing strategies. The field of CSR is constantly ex- panding and greenwashing is one of the relatively new and very current issue in today’s society. Therefore the awareness of the issue need to be there for the public to be able to make more informed active decisions.

Purpose: This thesis aim to shed light on the current day issue that is greenwashing and its connection to some of the most successful and fastest growing multinational compa- nies within the clothing and retail industry.

Method: The thesis is based on a qualitative research approach with consist multiple case study of six multinational clothing and retail companies. The data has been collect- ed through website observations, news articles, media and through a questionnaire based on greenwashing awareness, which was analysed through a interlaced case com- parison.

Conclusion: The observation made of six well known clothing brands showed the ex- istence of common trend of companies using a long and complicated way to implement their codes of conduct and therefore making the issue of greenwashing existent. Obvi- ously, this problem has a huge impact on any company’s stakeholders and the actual problem and controversy of this topic is how one could make rational and aware deci- sions if the essential information is difficult to access. Until this issue is highlighted in a public matter, people will stay unaware and inactive to find the information needed to make informed decisions.

Place, publisher, year, edition, pages
2013. , 56 p.
Keyword [en]
Greenwashing, Codes of conduct, Clothing and Retail Industry, Sustainability, Multinational
National Category
Business Administration
URN: urn:nbn:se:hj:diva-23512OAI: diva2:698351
Subject / course
IHH, Business Administration
Available from: 2014-03-03 Created: 2014-02-21 Last updated: 2014-03-03Bibliographically approved

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