Dr Jako Volschenk, senior lecturer in Strategy and Sustainability at the University of Stellenbosch Business School, says “much research exists to show that greenwashing can help companies achieve higher prices for its products, even when the claims they make are false. Terms such as “environmentally friendly”, “organic”, and “natural” or “pure” are popping up on marketing campaigns across the world for products that range from shampoo to soft drinks, all trying to attract the attention of the growing environmentally conscious consumer. However, many product manufacturers are guilty of ‘greenwashing’ - misleading consumers into believing they are purchasing green products, when in fact they are buying into marketing claims.
Guest: Dr Jako Volschenk, Senior lecturer in Strategy and Sustainability at the University of Stellenbosch Business School