GREENWASHING У ЕРИ ОДРЖИВОГ РАЗВОЈА
GREENWASHING IN THE SUSTAINABLE DEVELOPMENT ERA

Author(s): Evica Petrović, Jelena Stanković
Subject(s): Business Economy / Management, Energy and Environmental Studies, Financial Markets, Business Ethics, Green Transformation
Published by: Savez računovođa i revizora Republike Srpske
Keywords: ESG performance; corporate social responsibility; greeenwashing; greenwashing indicator; actual green performance; perceived green performance; ecology; deception; economy;
Summary/Abstract: The twenty-first century has introduced innovations to the field of corporate policies, transparency, the value and importance of the brand image, as well as the shortcuts aimed at achieving all this. This paper outlines a conceptual framework for determining the greenwashing indicators at the company level, based on five informational pillars that encompass the key drivers of greenwashing – soft ESG data, narrative disclosure/ textual self-presentation, green marketing expenditures, green virtue as a means for achieving perceived green performance, and hard ESG data as a measure of actual green performance. The greenwashing indicator itself is based on the gap between the actual and perceived green performance.

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