دانلود رایگان مقاله گسترش طبقه بندی گرین واشینگ پس از رسوایی فولکس واگن

abstract

This study explores a new type of greenwashing behaviour, through the lenses of the “communicative constitution of organizations” (CCO), which challenges the dominant view in corporate social responsibility (CSR) studies. A theory-building case study was carried out by analysing the Volkswagen scandal. Both qualitative and quantitative data were obtained via a content analysis of both 2012–2014 CSR reports of the Volkswagen Group and a sample of 1151 U.S. newspaper headlines concerning Dieselgate, together with semi-structured interviews with former managers from Volkswagen. From a theoretical perspective, the study extends the greenwashing taxonomy by identifying a new type of irresponsible behaviour, namely “deceptive manipulation”. This reinforces the CCO perspective according to which sustainability communication acts as a constitutive force. In terms of managerial implications, the study suggests some approaches to prevent this specific type of greenwashing.

6. Discussion

The results of the two methods (content analysis of corporate reports and managers' interviews) both highlight the significant commitment of Volkswagen to sustainability communication and its influence on CSR organizational processes. The content analysis of the Volkswagen reports sheds light on the company's sustainability commitment, above all in the promotion of environmental protection projects, in order to appear as a leader in the production of eco-friendly vehicles. Interviews substantiate the significance of corporate sustainability and the centrality of communication in organizational processes. Particular attention was given, in fact, to the dissemination and sharing of the reports and engagement initiatives for employees, thus resulting in the general awareness of the company's CSR policies and communications.