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Title: Nature of green advertisements in India: Are they greenwashed?
Authors: Angeline Gautami Fernando
Bharadhwaj Sivakumaran
L. Suganthi
Issue Date: 2014
Publisher: Department of Management Studies, College of Engineering, Anna University, Chennai, India
Citation: Asian Journal of Communication. - 2014. - Vol.24, No.3. - P.222 - 241
Abstract: This study performs a systematic content analysis of Indian English green print advertisements for the years 2010 and 2011 to verify if greenwashing is prevalent. Green advertisements were analysed based on four dimensions – (1) claim specificity, (2) greenwashing category, (3) incidence of associative claims and (4) presence of certifications. The results indicate that 51.7% of the claims were greenwashed and most of them were vague or ambiguous (37.7%). Most claims lacked specificity (67.0%) and image claims (60.0%) were widely used. Very few advertisements (3.3%) employed certifications to substantiate their claims. Interestingly, we also found that more than half of the image-related claims (55.8%) were categorized as misleading and highly specific claims were considered acceptable. We suggest that either the self-regulatory body – the Advertising Standards Council of India – or the legal regulatory framework accommodate well-defined provisions for regulating green claims in advertisements to curb greenwashing.
URI: http://elib.hcmussh.edu.vn/handle/HCMUSSH/141364
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