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EMAC 2024 Annual


The impact of communicating CSR & SDGs initiatives on consumers' attitudes and greenwashing perceptions towards the companies
(A2024-119874)

Published: May 28, 2024

AUTHORS

Rita Coelho do Vale, Universidade Católica Portuguesa; Pedro Verga Matos, Universidade de Lisboa, ISEG - Lisbon School of Economics & Management

ABSTRACT

Greenwashing and socialwashing can significantly impact consumers, influencing their attitudes and behaviors. It occurs when a company falsely claims to be environmentally friendly or socially responsible. These false claims can lead to a erosion of trust in the company (and its brands), damaging its credibility, result in negative publicity, potential boycotts, or even a switch to more genuine and trustworthy companies. It seems therefore relevant to understand the extent to which the active communication regarding CSR actions bolsters or undermines consumers' perceptions of the companies or, if instead, increases the perception of distrust since "advertising doing the good" may be perceived as something immoral, increasing the perceptions of greenwashing. That is the purpose of the current research.