The New Greenwash?: Potential Marketing Problems with Carbon Offsets

By M. Polonsky, Stacy Landreth Grau, Romana Garma. 2010

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The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, Green perceived risk, and green trust (2021, background): “Consumers are ultimately unable to trust in the green ads of corporations (Polonsky et al., 2010).”
Willingness to pay for flying carbon neutral in Australia: an exploratory study of offsetter profiles (2014, background): “Although there have been a range of criticisms such as low credibility, confusion and complexity, and low levels of transparency (Gössling et al., 2007; Broderick, 2008; Polonsky et al., 2010; Juvan and Dolnicar, 2014), the unique and important position of voluntary carbon offsets has provided a tes”
Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing' (2014, background): “worldwide movement towards sustainable consumption by a) discouraging sincere companies’ efforts to go green when others do just window-dressing communication (Cherry and Sneirson 2011) and b) guiding truly conscious consumers towards non-optimal choice (Chen and Chang 2013; Gillespie 2008; Polonsky”