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ISSN : 2456-3676

Title:
EXPLORING DRIVERS OF GREEN WASHING AMONG CORPORATE STAKEHOLDERS

Authors:
Chung-Tai Wu, Ta-Ming Wang, Min-Hua,Wu, Taiwan

Abstract:
Green washing is the deceptive spin of green marketing. With fierce business competition, firms continuously find themselves compelled to green wash their products to differentiate themselves from their competitors or just trying to keep up with their rivals. Firms also recognize the burden of corporate social responsibility because the public cares about corporate environmental performance. The study seeks to explore drivers of green washing among corporate stakeholders by ways of a factor analysis. Analyzed results revealed three factors (external driver, organizational driver, and individual driver) from the developed 14-items scale, which explained 58.305% of the total variance. One-way ANOVA revealed that the external driver is significantly higher among female stakeholders while the organizational driver is significantly higher among male stakeholders. While statistically insignificant, the individual driver is slightly higher among female stakeholders. The findings imply females being more environmentally conscious while males are more business-driven and more likely to enact upon green washing.

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