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Shades of Green: Unmasking Greenwashing Practices in Indias FMCG Sector

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Crystal 2
Tuesday, July 2, 2024
10:05 AM - 10:20 AM

Presenter

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Dr Abdul Razeed
Senior Lecturer
University Of Sydney

Shades of Green: Unmasking Greenwashing Practices in Indias FMCG Sector

Abstract

Greenwashing is a growing concern in discussions about corporate environmental practices. Greenwashing refers to the deceptive practice of conveying a false impression, misleading information, or unsubstantiated claims about how a company, its products, services and practices, are environmentally sound, even when they are not. Plastic pollution plays a significant role in global greenhouse gas emissions and climate change. India generates 9.46 Megatons of plastic waste each year and has pledged net-zero goals in the recent UN Climate Change Conference (COP26). Amongst the leading contributors to plastic waste are the Fast-Moving Consumer Goods (FMCG) companies that form the fourth largest industry in the Indian economy and generate an astounding 10 million metric tons of plastic waste annually. Despite the magnitude of plastic waste in India, little scrutiny has been placed on FMCG companies that claim to be sustainability champions, especially in their use and disposal of plastic waste. This paper adopts a critical discourse analysis to critically examine the sustainability narratives about plastics that two of the largest FMCG companies in India have put forward, to understand the extent to which the claims amount to Greenwashing. The recent regulatory interventions through Extended Producer Responsibility (EPR) guidelines and Business Responsibility and Sustainability Report (BRSR) mandated in India provide us with an ideal opportunity to examine the sustainability narratives of FMCG companies. Our study indicates that there are many narratives from the two FMCG companies that are framed as being environmentally friendly but are unsubstantiated, misleading or falsely assuring. Additionally, clever use of shades of colour reflects environmental sustainability but instead detracts from the flaws in the sustainability claims of these companies. This paper contributes to the growing literature on Greenwashing and has important implications for both regulators and stakeholders in India and globally.

Biography


Chair

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Mary Safari
Senior Lecturer
RMIT University

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