Brand Image & Greenwashing : How companies can manage, and prevent, crises caused by greenwashing with the aim of rebuilding and maintaining their brand and image.
Author
Pedersen, Line Nørgaard
Term
4. Semester
Publication year
2024
Pages
92
Abstract
Overconsumption has become a serious issue across many industries. In fashion, fast fashion (rapidly changing, low-cost collections) lets consumers get new looks at low prices. This has also lowered quality, since clothes are not expected to last, and it often involves textiles with a high climate impact (carbon footprint). In response, governments and international bodies have introduced rules to encourage sustainable practices and corporate accountability. This thesis uses surveys and market studies to shed light on consumer behavior, preferences, and how social media and influencers shape fashion choices. In this context, Corporate Social Responsibility (CSR) is explained as a business approach that integrates social and environmental concerns into operations. CSR can enhance brand reputation and build customer loyalty. As CSR becomes central to strategy, however, the risk of greenwashing grows—misleading consumers about the environmental benefits of products or practices. This often involves exaggerated claims, ambiguous language, or selective disclosure that together create a false impression of responsibility. If greenwashing persists, it can undermine genuine sustainability efforts, erode consumer trust, and cause serious reputational damage when exposed. The thesis examines the consequences of misleading branding, including legal repercussions and long-term harm to trust and financial performance. It also analyzes strategies companies can use to prevent and manage greenwashing crises while protecting their brand.
Overforbrug er blevet et alvorligt problem i mange brancher. I modebranchen har fast fashion (hurtigt skiftende, billige kollektioner) gjort det muligt for forbrugere at få nye looks til lave priser. Det har samtidig sænket kvaliteten, fordi tøjet ikke forventes at holde længe, og det indebærer ofte tekstiler med et højt klimaaftryk (carbon footprint). Myndigheder og internationale organisationer har derfor indført regler, der skal fremme bæredygtige praksisser og ansvarlighed. Dette speciale bruger spørgeskemaer og markedsstudier til at belyse forbrugeradfærd, præferencer og hvordan sociale medier og influencere påvirker modevalg. I den sammenhæng forklares Corporate Social Responsibility (CSR) som en forretningspraksis, hvor sociale og miljømæssige hensyn integreres i driften. CSR kan styrke brandets omdømme og skabe loyalitet blandt kunderne. Når CSR bliver en central del af virksomheders strategi, opstår der dog en risiko for greenwashing – at vildlede forbrugere om de miljømæssige fordele ved produkter eller praksis. Det sker typisk gennem overdrevne påstande, uklart sprog eller selektiv deling af information, som samlet giver et falsk indtryk af ansvarlighed. Hvis greenwashing fortsætter, kan det undergrave reelle bæredygtighedsindsatser, svække forbrugertilliden og føre til alvorlig omdømmeskade, især når det afsløres. Specialet undersøger konsekvenserne af vildledende branding, herunder juridiske følger og langsigtet skade på tillid og økonomisk performance. Det analyserer også, hvilke strategier virksomheder kan bruge til at forebygge og håndtere greenwashing-kriser og samtidig beskytte deres brand.
[This apstract has been rewritten with the help of AI based on the project's original abstract]