Unravelling the paradox: Green preferences sustain greenwashing

We often hear that we as consumers have the responsibility and the power to support reaching the Sustainable Development Goals with our consumption decisions. This might be possible if firms would be completely transparent about the environmental impact of their products. However, what if we lack adequate information? Is it possible finally that green preferences among consumers exacerbate greenwashing?

Lukas von Flüe, PhD at HEC Lausanne, in collaboration with Prof. Charles Efferson and Sonja Vogt, have developed a simple model, which mimics the basic decisions of a producer and a consumer.

Read the complete article on our HEC Lausanne Research Center for Grand Challenge Blog.