Lies behind the green: can business strategy lead to greenwashing?

Purpose Environmental, social and governance (ESG) greenwashing is a form of social responsibility response that appears compliant but is substantively oppositional. As an abnormal social behavior, existing research has rarely focused on the deep-seated strategic logic behind ESG greenwashing. Business strategy emerges as the linchpin for companies undertaking a series of decision-making actions. Consequently, this research seeks to provide new insights into the strategic drivers behind corporate greenwashing and the role of institutional investors in mitigating these practices. Design/methodology/approach The research utilizes empirical analysis based on data from Chinese A-share listed companies on the Shanghai and Shenzhen stock exchanges from 2010 to 2022. ESG performance data is sourced from the Bloomberg ESG Disclosure Ratings and Thomson Reuters’ Asset4 database. Business strategy is assessed using six key indicators. The study employs institutional theory as the analytical framework, examining the impact of business strategy on ESG greenwashing and investigating the internal mechanisms driving these behaviors. Findings The study finds that compared with defender strategies, prospector strategies are more likely to lead to ESG greenwashing behavior. Specifically, aggressive business strategies tend to facilitate corporate ESG greenwashing. Mechanism analysis indicates that, compared to defenders, prospectors induce ESG greenwashing by increasing information asymmetry (reputation effect) and being constrained by financing limitations (profit-seeking effect). From an external governance perspective, this study finds that institutional investor ownership can mitigate the impact of business strategy on ESG greenwashing. Furthermore, additional research confirms that in heavily polluting industries, the positive effect of business strategy on ESG greenwashing is more pronounced, whereas implementing the Environmental Protection Tax Law curtails the impact of business strategy on ESG greenwashing. Originality/value This study analyzes the role of business strategy in ESG greenwashing, particularly in the context of emerging economies such as China, contributing uniquely to the literature on corporate decision-making and green management. The research extends the application of institutional theory to the field of corporate environmental strategy and introduces the concepts of reputation and profit-seeking effects, offering fresh perspectives on understanding ESG greenwashing behavior. It also provides empirical evidence of the governance role of institutional investors in addressing managerial opportunism related to ESG greenwashing, enriching the existing theoretical framework. Finally, the study highlights the need to establish stronger institutional and managerial mechanisms to effectively tackle corporate greenwashing, offering valuable insights for future research and practice.