ASSESSMENT #1 RESEARCH PORTFOLIO

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ASSESSMENT #1 RESEARCH PORTFOLIO

Introduction

Society all over the world is informed of adverse effects of operations and productions adequately on natural environment. This is the primary reason of compelling competition amongst corporations to obtain customers' and stakeholders' intent by implementing promotional strategies picturing themselves as environmental friendly organizations. There promotional strategies involve printing a leaf logo or a green background on a product packages and investing in projects that saves energy or reduce greenhouse effect or modernizing an advanced technology, initiating programs like charities, trusts, etc.

Majority of huge corporations contribute millions and zillions of dollars and pounds annually to attract customers and gain confidence of stakeholders regarding leaving minimum harmful effects on environment. The process of environmental marketing is called greenwashing. This term is evolved from the other term namely whitewashing. It refers to the effort of covering a wrong deed via making falsified statements or presenting biased set of data (Greer, J, and Kenny B., 1996, n.d.).

Discussion

The term of greenwashing was initially formed in 1990 and it started to be practiced since 1960s. It was the era, where corporations realized the importance of portraying a good image in terms of positive environmental effects that result in improvising the company's image in the market following environmental movement (Karliner, J., 2001, n.d.). As per the report of AARP, there are about 40 million green bommer organizations in USA (Fetterman, M., 2007, n.d.). These leaders resulted in making more than 79 million baby boomers with respect to environmental operations, and there are the people that were born from 1946 to 1964. All together it was considered as a significant group of consumers that favoured environment friendly operations or greenwashing.

However, researchers and writers in the field of business ethics and corporate world keep claiming and doubting about the authenticity behind the intention of environment friendly marketing approaches adapted by corporations like that of marketing, advertising, packaging, media, public relations. In short, one can argue upon the authenticity and reliability of an oil company's interest in combating and reducing pollution for sake of saving environment or just using it as a tool of publicizing (Lamb, R., n.d., p. 1-5).

All businesses, organizations and government make effort to invest as much as possible to appear as a greener in the society. But it is non deniable that such efforts take form of greenwashing in the event of false and misleading claimants made by these corporations as per many environmentalists. There are six greenwashing strategies determined by TerraChoice Vice president Scot Case to mislead customers and stakeholders in one of his reports (Rosa, D. & Deck. W., 2011, p. 1-20).

One of the most common type of greenwashing is hidden tradeoffs and it is estimated to be incurred in 57% of greenwashing cases. It occurs when corporation make assertive positive ecological alleges pertaining to a product and intentionally fo not highlight the negative aspects of the product This partial way of marketing would give an incomplete picture of product's affect on ...