Greenwashing of it brands: A comparative study

Abstract

This paper attempts to uncover the reasons behind discrepancies between the perceived “greenness” of an IT brand and an objective evaluation of the company’s sustainability practices through a study of corporate websites as brand positioning tools. Different elements of corporate branding strategy are examined, and areas for further research are suggested. An analysis of the corporate websites of six IT vendors (HP, Dell, Apple, Microsoft, Nokia and Samsung) is conducted to collect data along two dimensions: functional attributes and emotional benefits of their sustainability efforts. For functional attributes, data on product strategies, corporate social responsibility programs and environmental responsibility efforts are collected. For emotional attributes, the existence of any emotional appeal in the corporate websites is documented and categorized. The data is then compared with the results from the Greenfactor study and the Greenpeace score card to identify similarities and differences between perception and substance, such that two categories of green brands can be identified: high perception, low substance and low perception, high substance. First, corporate websites of all studied companies are similar in terms of content and design, indicating websites are not a differentiating factor. Second, IT company websites appeal to the functional dimension of green brand positioning strategies more so than emotional dimension. Third, IT companies are mindful of accusations of greenwashing and are careful about environmental claims. The green branding strategies of the major IT firms are similar in nature and so building a distinctive, consistent and “strong” brand in this context becomes a challenge. Some companies are breaking away by actively seeking new ways to position themselves as pioneers of environmentally responsibility. Dell’s ban on e-waste export, for example, is a step in this direction, and Apple’s communication strategy tends to stress its leadership role in sustainable practices.