Cookie Policy Non solo facciate verdi - baccarato.org

Non solo facciate verdi

(Asbac, 3.06.2019)  ̶  Non solo facciate verdi, ma azioni imprenditoriali responsabili. La reputazione ambientalista non si falsifica. Quando un processo di coscientizzazione è in atto, diventa arduo barare. Le imprese inclini a darsi una pennellata di vernice verde, ingannevolmente, per apparire ecoresponsabili, senza averne le qualità e senza azioni conseguenti, rischiano di essere tacciate di greenwashing (neologismo che deriva dal vocabolo green, verde, che richiama il rispetto dell’ambiente, e washing, lavare). Il termine greenwashing punta il dito contro l’abitudine a mistificare la propria reputazione aziendale e fu coniato nel 1986 da Jay Westervelt (ambientalista newyorkese).

 

Approfondimenti correlati

Donato Speroni, Tra nostalgia e trappole del greenwashing, AsVis, gennaio 2019:

http://asvis.it/home/46-3732/questa-settimana-tra-nostalgia-e-trappole-del-greenwashing#.XPVIfxYzaM9

Federico Rossi, Marketing e comunicazione della sostenibilità. Un nuovo vantaggio competitivo tra etica e nuovi modelli di business, in L’azienda sostenibile, a cura di M. Fasan-S. Bianchi, Edizioni Ca’ Foscari, 2017, pp. 79-101:

https://edizionicafoscari.unive.it/media/pdf/books/978-88-6969-202-4/978-88-6969-202-4-ch-09.pdf

Carlo Alberto Pratesi, Green washing, in Aggiornamenti Sociali, gennaio 2011:

https://www.aggiornamentisociali.it/articoli/greenwashing/

I sette peccati capitali del green washing (scheda):

https://www.sustainability-lab.net/en/blogs/sustainability-lab-news/i-7-peccati-capitali-del-greenwashing.aspx

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