Pseudo green players and their greenwashing practices: a differentiating strategy for real green firms of personal care category

Abstract

Purpose The purpose of this paper is to present a view point on greenwashing practices used by pseudo green players to gain competitive advantage. Design/methodology/approach The paper presents a description of various tactics of greenwashing and suggest some strategies for real green companies to differentiate themselves. Findings Although there is a huge market available for green products, greenwashing brings a tough challenge for real green companies. This paper highlights various tactics used by pseudo green players to get competitive advantage with minimum green effort. Practical implications Real green companies are not able to differentiate themselves and thus lose market share. Originality/value The paper offers some strategies to tackle the challenges posed by greenwashing behavior.