Pseudo green players and their greenwashing practices: a differentiating strategy for real green firms of personal care category
ISSN: 0258-0543
Article publication date: 11 October 2019
Issue publication date: 6 November 2019
Abstract
Purpose
The purpose of this paper is to present a view point on greenwashing practices used by pseudo green players to gain competitive advantage.
Design/methodology/approach
The paper presents a description of various tactics of greenwashing and suggest some strategies for real green companies to differentiate themselves.
Findings
Although there is a huge market available for green products, greenwashing brings a tough challenge for real green companies. This paper highlights various tactics used by pseudo green players to get competitive advantage with minimum green effort.
Practical implications
Real green companies are not able to differentiate themselves and thus lose market share.
Originality/value
The paper offers some strategies to tackle the challenges posed by greenwashing behavior.
Keywords
Citation
Jog, D. and Singhal, D. (2019), "Pseudo green players and their greenwashing practices: a differentiating strategy for real green firms of personal care category", Strategic Direction, Vol. 35 No. 12, pp. 4-7. https://doi.org/10.1108/SD-07-2019-0143
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited