Green Marketing or Greenwashing?

Read

• Week 5 Lecture
• Chapter 10 of the course text, Principles of Marketing
• Are Diesel's "Global Warming Ready" Ads Evil ... or Fun? (Links to an external site.)
• Truthiness and Consequences: Today’s Consumer Trend of Values-Based Shopping (Links to an external site.)

As a means of demonstrating their social responsibility, many companies engage in causes or green marketing efforts; however, such efforts can backfire. In recent years, the terms greenwashing and cause washing have emerged to refer to marketing efforts that capitalize on the goodwill associated with environmental or charitable causes but reflect minimal commitment.

In this discussion forum, you’ll read about Diesel company’s “Diesel Global Warming Ready” campaign in the Are Diesel's "Global Warming Ready" Ads Evil ... or Fun? Article and also the cause washing phenomena. Then you’re going to judge if it is green marketing or greenwashing and how it impacts your likelihood to purchase from this brand.