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As a means of demonstrating their social responsibility, many companies engage in cause or green marketing
efforts; however, such efforts can backfire. In recent years, the terms greenwashingand cause washing have emerged to refer to marketing efforts that capitalize on the goodwill associated with environmental or charitable causes but reflect minimal commitment.
What to Do (and How to Do It)…
In this interactivity, you’ll read about Patagonia’s “Don’t Buy This Jacket” campaign and the cause washing phenomena. Then you’re going to decide if you judge this to be green marketing or greenwashing and how it impacts your likelihood to purchase.
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