Dr. Ron Ferguson & Dr Michèle Paulin
Thursday, 25 February 2016, 10 am, Room B301
Millennial‘s Perception of Greenwashing
The business objective of creating corporate good to the detriment of social good is on the rise. The former involves self-interest and shareholder returns, whereas the latter seeks value creation according to norms, and obligations of the community of stakeholders. Millennials overwhelmingly believe that business needs to pay as much attention to people and purpose as it does to products and profit. These “digital natives” have greater needs to belong to social groups, share with others and have peer bonds. This research compares Millennials’ perception of the issues of an oil pipeline project and Greenwashing after website promotion of corporate good versus societal good.
This example of Corporate Social (ir)Responsibility shows that social media promotion through Greenwashing can be effective in creating corporate good unless countered by the concomitant promotion of societal good.