When Does Greenwashing Work? Consumer Perceptions of Corporate Parent and Corporate Societal Marketing Firm Affiliation

Andrew Wilson, St. Mary's College of California, USA
Stacey Robinson, Florida State University, USA
Peter Darke, Schulich School of Business, York University, Canada
This research investigates how the affiliation between a socially responsible firm (corporate societal marketing-CSM) and corporate parent affects consumer perceptions and attitudes. It examines the effects of affiliation when the association is perceived as hidden and subsequently in violation of social norms of openness. The study explores whether any effects impact the parent company and its brands; findings suggest CSM-based firm and corporate parent affiliation does not automatically lead to negative evaluations. However, the openness of the affiliation impacts the positivity or negativity of effect flowing back to the parent company and its affiliated brands.
[ to cite ]:
Andrew Wilson, Stacey Robinson, and Peter Darke (2010) ,"When Does Greenwashing Work? Consumer Perceptions of Corporate Parent and Corporate Societal Marketing Firm Affiliation ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 931-932 .