The Green Hush: A Foundational Model of Brownwashing and the Impacts of Greenwashing

In the face of both increasing climate risks and growing market opportunities, numerous firms are touting environmental and social achievements. However, many others are choosing to minimize or withhold their sustainability accomplishments, a phenomenon we call brownwashing, or greenhushing.

This research reveals:

• That firms frequently engage in brownwashing driven by their own judgments of sustainability, specifically its constraints, branding, and community.

• The complex interaction between brownwashing and greenwashing and how rampant greenwashing can cause sustainable firms to withdraw green claims

In short, firms are brownwashing because of rampant greenwashing by others.

This article is open access.