It's Not Easy Being Green … Or Is It? A Content Analysis of Environmental Claims in Magazine Advertisements from the United States and United Kingdom

As corporations seek to appeal to environmentally conscious stakeholders, advertisements containing environmental claims have become increasingly prominent. A corporation's desire for an enhanced corporate reputation, combined with lenient environmental advertising regulation, has created the perfect environment for corporations to use—and misuse—environmental claims, resulting in “greenwashing.” Defined as the act of disseminating disinformation to consumers regarding the environmental practices of a company or the environmental benefits of a product or service, greenwashing occurs around the world. This study is a cross-national content analysis of 247 print ads from 84 issues of mainstream magazines from the United States and United Kingdom. Three-fourths (75%) of the ads analyzed contained one or more aspects of greenwashing. Firms advertising in US magazines were significantly more likely to employ misleading/deceptive environmental claims than UK firms and magazines. These findings suggest that without increased environmental advertisement regulation, greenwashing will persist as a disingenuous means for corporate reputation enhancement.