Global Journal of Management and Business Research, G: Interdisciplinary, Volume 23 Issue 1

3. It advises firms to select the "most transparent donation expression format" whilst making cause marketing campaigns, namely the "actual amount expression format" In order to avoid confusions that could lead to an allegation toward the firm for greenwashing. 4. It advises using positive imagery in a cause marketing campaign in order to "encourage a positive attitude towards the campaign". "Brand imagery² ⁵ refers to every type of visual that represents your brand. It includes the aesthetic appearance of all the marketing materials that communicate a message about your brand". According to Drew² ⁶ , in marketing and advertising it is the most essential. 5. It advises that contributions done through cause marketing campaigns and more importantly its feedback to the participants should be communicated as widely as possible as this information leads to a feeling of a "warm glow" and will contribute positively to the consumer's social identity. VI. G reen W ashing According to UN² ⁷ (united nations) environmental change is affecting the world at a "faster pace than previously thought" and suggested that governments must act now in order to reverse the damage done to the planet, this is backed by the most authoritative study that UNEP has published. As the environmental problems and subsequently the social awareness in public eyes is increasing incrementally. Due to this situation² ⁸ , the stockholders are getting more aware of environmental considerations. Subsequently² ⁹ , stakeholders like investors, consumers, governments, and corporates customers are continuously increasing pressure on the companies to disclose information related to CSR and to produce environmentally-friendly products more. According to the daisy wheel model¹ ⁰ by Jones consumers, governments are some of the major stakeholders. Greenwashing³ ⁰ was coined first in 1986 by environmentalist Jay westervelt. Sebastiao et al³¹ explains after reviewing multiple definitions of greenwashing by multiple authors, all of them describe the phenomenon as two main behaviors simultaneously: "retain the disclosure of negative information related to the company’s environmental performance and expose positive information regarding its environmental performance." basically indicating it is a type of selective disclosure. As far as its definition goes, it is “communication that misleads people regarding environmental performance/benefits by disclosing negative information and disseminating positive information about an organization, service, or product”. Greenwashing is executed in different ways, according to delmas and burbano³² greenwashing is done at 1) firm level, 2) product/service level, in 1st type these are the practices done by firms in order to mislead people regarding environmental practices, in 2nd type the advertised benefits are misleading regarding their social/environmental contributions. A prominent exam- ple is the 1st type, the largest consumer of wood (IKEA) which has doubled its wood consumption in the last decade. An investigation by earthsight found out that IKEA has been making beechwood chairs using illegally sourced wood from forests of Ukraine's carnation region, which is home to endangered beasts such as bears, lynxes, wolves, and bison. Another example is of H&M, whose 60 percent of claims are misleading and 96 percent of claims are not holding up. Sebastiao et al³¹ also considered two same subtypes for each given type, which are 1) claim greenwashing, 2) executive greenwashing. In the 1st, corporations "use textual arguments that explicitly or implicitly refer to the ecological benefits of a product or service to create a misleading environmental claim." In 2nd no claims are made as the first one, rather, "it suggests nature-evoking elements such as images using colors (e.g., green, blue) or sounds (e.g., sea, birds). Backgrounds representing natural landscapes (e.g., mountains, forests, oceans) or pictures of endangered animal species (e.g., pandas, dolphins) or renewable sources of energy (e.g., wind, waterfalls) are examples of executional nature-evoking elements". Further, an example for the second type is the world's largest producer of plastic (coca-cola). The changing markets foundation says that corporates using ocean-bound or recyclable plastic as path to greenwash are the most common examples of greenwashing, which includes coca cola as well, as it claims that it's bottles (product) are 25 percent marine plastic, but hides the fact that it is the world's largest plastic producer. Given below is the graph provided by sebastio et al³¹. 50 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )G © 2023 Global Journals Golden Win-Win Situation Created by CSR