Companies with strong political connections are more likely to escape scrutiny over greenwashing, according to new research from Durham University Business School.
Greenwashing occurs when organisations overstate or misrepresent their environmental performance to appear more sustainable than they really are.
The study was led by Professor Joseph Amankwah-Amoah from our Department of Management and Marketing, alongside colleagues from Sheffield Business School and the University of Bradford.
It found that businesses investing heavily in lobbying and political engagement can face less criticism of their environmental claims, allowing misleading sustainability messaging to flourish.
Researchers examined existing literature and case studies involving internationally active firms and their political relationships.
They developed an integrated framework to explore how market dynamics, institutional environments and public perceptions can enable greenwashing.
The findings suggest that political connections can provide firms with a degree of protection from regulators and public accountability, enabling them to overstate their environmental credentials with limited consequences.
The researchers argue that presenting an environmentally responsible image has become a vital marketing tool for many businesses.
This can encourage some organisations to overstate their environmental credentials in an effort to appeal to customers and stakeholders.
Extensive lobbying and relationship-building may reduce incentives for politicians to expose or challenge environmentally misleading practices.
The researchers argue that stronger safeguards are needed to address the links between political influence and greenwashing.
They are calling for a more consistent international framework governing how companies communicate their environmental performance, alongside tougher enforcement measures and sanctions for breaches.
The study highlights the role of green certification schemes and regulatory action in deterring misleading environmental claims.
However, the researchers warn that these measures are only effective when overseen by independent regulators and policymakers.
The researchers argue that regulators and standards bodies responsible for assessing environmental claims must be protected from the influence of the companies they are tasked with regulating.
They contend that without such independence, regulatory frameworks risk being undermined by the very organisations they are intended to hold accountable.
The researchers conclude that transparency alone will not be enough to tackle greenwashing if institutions remain vulnerable to political or corporate pressure.
As expectations on businesses to demonstrate genuine environmental responsibility continue to grow.
The researchers argue that effective oversight, clear standards and independent enforcement will be essential to maintaining public trust and holding organisations accountable for environmental claims.
/filters:quality(70)/prod01/prodbucket01/media/durham-university/central-news-and-events-images/83431-1920X290.jpg)