The New Greenwash? Potential Marketing Problems with Carbon Offsets

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Polonsky, Michael Jay, Grau, Stacy Landreth and Garma, Romana ORCID: 0000-0002-4887-6680 (2010) The New Greenwash? Potential Marketing Problems with Carbon Offsets. International Journal of Business Studies, 18 (1). pp. 49-54. ISSN 1320-7156


Firms and consumers have realised the need to make changes in their consumption due to environmental issues like global warming. These changes likely rely on consumers using information about products to make more responsible choices. However, some of these messages - particularly those dealing with carbon offset programs - are potentially misleading, which may then prevent consumers from undertaking responsible behaviours. This paper examines several issues that are important to the marketing of carbon offsets.

Item type Article
Subjects Historical > FOR Classification > 0502 Environmental Science and Management
Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords ResPubID20600, carbon offsets, consumer behaviour, green guidelines, greenwashing, regulation
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