Is Green?

Gary Bamossy, Georgetown University, USA
Basil Englis, Berry College, USA
This film examines consumers’ reactions to the marketing practices of “Green Washing” –representing products as being environmentally friendly in ways that result in consumers feeling confused, skeptical, and cynical about those claims, and more generally, about the green movement towards sustainable consumption practices. The public discourse around “environmentally friendly” offerings is becoming increasingly contentious, socially divisive, and politicized, and this film explores these dynamics.
[ to cite ]:
Gary Bamossy and Basil Englis (2011) ,"Is Green?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.