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Ivey Business School

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Featured Research
Against the green

More and more often, consumers are putting their money where their values are and demanding firms be more environmentally and socially conscious.

That’s led to the troubling evolution of corporate greenwashing, where firms exaggerate the environmental benefits of their products or services. And that in turn brought about a lesser-known phenomenon called brownwashing, where companies understate their environmental efforts, fearing consumers will be skeptical of their green claims.

Research from Assistant Professor Wren Montgomery looks at the reasons why this occurs in the wine industry.

Read the Research
Against the green