Nienaber, A./Schewe, G./Liesenkötter, B./Buschmann, A. (2012) Alles nur Greenwashing? Wie glaubwürdig berichten Unternehmen über ihr Nachhaltigkeitsengagement?, Zeitschrift für Umweltpolitik und Umweltrecht, Vol. 1, 1-28.


This study analyses whether companies get really involved with sustainability or pretend only to get involved – practice greenwashing.To answer this question a qualitative longitudinal design is developed. The analysis is based in the automotive market and looks into three international companies. All sustainability reports of the companies of the last ten years were studied and compared to each other. As a main result it can be shown that BMW and Daimler try to be transparent and to get really involved with sustainability. VW instead practices potentially greenwashing.

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Prof. Dr. Ann-Marie Nienaber
Professor in Human Resource Management and Organisational Behavior

Head of Research Group: Trust and Workplaces

Coventry University, United Kingdom
(Modern University of the Year 2014, 2015, 2016, 2017)
Centre for Trust, Peace and Social Relations