More and more companies participate in green camouflage, misleading consumers about the environmental performance and environmental benefits of a product or service. The rapid increase in the incidence greenwashing can have serious negative consequences for consumer and investor confidence in organic products. Mitigating greenwashing is especially difficult given the limited and uncertain regulation. This article examines the foreign (both institutional and market), organizational, and individual drivers of greenwashing and provides recommendations for managers, policy makers and non-governmental organizations in order to reduce its prevalence. "Hide
by Magali Delmas Source: California Management Review 24 pages. Publication Date: November 11, 2011. Prod. #: CMR494-PDF-ENG
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