Montgomery A Wren, Lyon Thomas P, Barg Julian
Western University, London, Ontario, Canada.
University of Michigan, Ann Arbor, USA.
Organ Environ. 2024 Jun;37(2):221-256. doi: 10.1177/10860266231168905. Epub 2023 May 9.
Greenwashing is more virulent than ever. A profusion of environmental, social, and governance and net zero commitments are becoming fraught with questionable and misleading claims. At the same time, we are no closer to solving the pressing environmental and social issues of our time. In this review, we seek to examine this shift and summarize changes in greenwash research into three key phases: (a) 1.0 Static Communication; (b) 2.0 Dynamic Management; and (c) 3.0 Narratives about the Future. We analyze current key areas of developing literature and point to numerous open questions for future research. Next, we go beyond much of the published work to examine emerging tactics and lay out a forward-looking agenda for future research. We also propose a model of Corporate Miscommunication, integrating various streams in greenwash research. In doing so, we seek to lay a pathway for greenwashing researchers to finally find that elusive "end" to greenwashing.
绿色伪装比以往任何时候都更具危害性。大量的环境、社会和治理以及净零承诺正充斥着可疑和误导性的说法。与此同时，我们距离解决当下紧迫的环境和社会问题仍没有更近一步。在这篇综述中，我们试图审视这一转变，并将绿色伪装研究的变化总结为三个关键阶段：(a) 1.0 静态传播；(b) 2.0 动态管理；以及 (c) 3.0 关于未来的叙事。我们分析了当前文献发展的关键领域，并指出了未来研究的诸多开放性问题。接下来，我们超越了许多已发表的作品，审视新兴策略，并为未来研究制定一个前瞻性议程。我们还提出了一个企业错误沟通模型，整合了绿色伪装研究中的各种流派。通过这样做，我们试图为绿色伪装研究人员铺设一条道路，最终找到绿色伪装那难以捉摸的“终点”。
