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Greenwashing in the Marketplace Today


Green products have invaded the market today that even flights are eco-friendly. According to Furlow, these multitudes of vague environmental claims are suspect of corporate dishonesty (Furlow, 2008). Flying has branded itself ‘green’ to emerge as the worst case of corporate dishonesty. In an effort to show ecological awareness, airbus adverts with jets captions flying across green landscapes to signify biodiversity support are wrong. Nevertheless, this aspect of environmental friendliness is an unscrupulous marketing mission. The implications of industrial emissions, especially carbon emissions on the environments are profound. The consequences on the environment are life threatening.

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Greenwashing as such, is the misleading practice of corporations, industries, and business organizations by trying to mislead consumers through promotion of products or services by dubbing them ‘eco-friendly’ whereas in the real sense they are not. This effort to pursue marketing through misleading consumer perception about the value of products and services to the environment is what is ‘green washing’ in context. Overall, this practice overseas products and services branded as eco-friendly, a practice that is misleading. It is consummated through mislabeling, branding, and public relations (Furlow, 2008).

Airbus is one of the ‘Greenwashing’ culprits. According to Pearce, Airbus, in its 2010 logo on A 380 a passenger aircraft designed for long-haul flights, will fly green (Pearce, 2010). However, long haul flights can more than double the annual CO2 emissions, a factor that makes Airbus culpable of illicit marketing schemes to amass profits through eco-marketing and promoting bio-diversity (Pearce, 2010).

The impact of the ‘Greenwashing’ practice on consumer is mainly a gradual shift from giving organizations credence and taking up a hardliner stance against these organizations. Consumers are avoiding buying products and sourcing services from such firms. Lobby groups, which are ‘anti-Greenwashing,’ have begun popping up across the world like the proverbial dung heap. Efforts to cut down carbon emissions have taken center stage in any environmental summit. The consumers have been given new impetus by web-based lobbies, which allow them to put marketers on notice and warn them that their malpractices are on check.

How marketers are selling dreams

When marketers define products and services as dreams, their objective is to rationalize the interpersonal relationship between consumer hopes in a product/service and the dream nature of the product they (marketers) are selling. This ability to rationalize consumer objectives is observed from the context of using interpersonal influence on consumer views and attitudes towards products and services. In brand culture, using interpersonal influence on consumers by rationalizing objective meaning is attained by creating a newer version of the product. This version is viewed as dreamy in context.

‘Dreams’ are high-end products that are expensive; they provide a classy and distinguishable profile. Brand positioning helps pitch these products and provide them their dreamy nature. According to Schroeder, Salzer-Moring, and Askegaard the conceptual framework construction for luxury products and services is based on the assumption that the designated brand identity is linked to the consumers-real brand image via brand meaning creation and interpretation (Schroeder, Salzer-Mörling, & Askegaard, 2006). Dreams are consumers own creative meanings of their ideal products. These meanings are derived from the brand profile as per positioned and marketed by the organization. A consumer view of a dream product is the inverse of the sellers definition where the marketer/seller views this product/service as value, brand equity and brand recognition (Schroeder, Salzer-Mörling, & Askegaard, 2006).

Flying is one of the dreamy services on offer nowadays. Airlines are redefining flying as a memorable experience. Flying ‘blue’ is a product airlines companies are using to advertise their executive services. The dreamy aspect of flying is the lavish services offered along the accommodation. A bed like flexible seat, an office like facility, wine, coffee, five star food and personal assistant throughout the flight. Few can afford this product a reason why those who afford it refer it as a dream come true. The design of such a product is based on consumer perception and cultural insight about class and services.

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Therefore, the airline services marketer perspective is based on how he understands construction of meaning in the marketing environment. Through marketing initiatives, the consumer is sensitized. He becomes aware of the dreamy product he hoped could come to being (Schroeder, Salzer-Mörling, & Askegaard, 2006). Other dream product marketers have been marketing is the tourism industry, with emphasis on holidays as dream moments. Tourism today is segmented into various dream products including dream packages for those who wish to enjoy memorable moments away from home in dream places (Fayos-Sola, 1996).


Fayos-Solá, E. (1996). Tourism policy: a midsummer night’s dream?. Tourism Management, 17(6), Web.

Furlow, N. E. (2008). Greenwashing in the new millennium. Journal of Applied Business and Economics, 10(6), Web.

Pearce, F. (2010). Airbus gets a crafty upgrade by flying the flag for biodiversity. Guardian News and Media Limited, Web.

Schroeder, J. E, Salzer-Mörling, M, & Askegaard, S. (2006). Brand culture. Oxon: Taylor & Francis.

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