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Greenwashing (a compound word modelled on "whitewash"), or "green sheen," is a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization's products, aims or policies are environmentally friendly. Evidence that an organization is greenwashing often comes from pointing out the spending differences: when significantly more money or time has been spent advertising being "green" (that is, operating with consideration for the environment), than is actually spent on environmentally sound practices.〔 Greenwashing efforts can range from changing the name or label of a product to evoke the natural environment on a product that contains harmful chemicals to multimillion dollar advertising campaigns portraying highly polluting energy companies as eco-friendly.〔(Karliner, Joshua. "A Brief History of Greenwash" ), ''CorpWatch'', March 22, 2001. Accessed May 23, 2007.〕〔Burdick, D. (May, 2009). Top 10 Greenwashing Companies in America. Huff Post Green on The Huffington Post. http://www.huffingtonpost.com/2009/04/03/top-10-greenwashing-compa_n_182724.html〕 Another term for Greenwashing that has been mentioned in some researches is "PseudoGreen", developed by Mahdavinejad et al. The studies have shown that some of the projects, although trying to display green concepts in appearance, in reality they turned out to not be sustainable enough. While greenwashing is not new, its use has increased over recent years to meet consumer demand for environmentally friendly goods and services. The problem is compounded by lax enforcement by regulatory agencies such as the Federal Trade Commission in the United States, the Competition Bureau in Canada, and the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice in the United Kingdom. Critics of the practice suggest that the rise of greenwashing, paired with ineffective regulation, contributes to consumer skepticism of all green claims, and diminishes the power of the consumer in driving companies toward greener solutions for manufacturing processes and business operations.〔Dahl, R., (2010). Green Washing: Do you know what you’re buying? ''Environmental Health Perspectives''. June; 118(6):A246–A252.〕 Many corporate structures use greenwashing as a way to repair public perception of their brand. The structuring of corporate disclosure is often set up so as to maximize perceptions of legitimacy. However, there is a growing body of social and environmental accounting research finds corporate posturing and deception in the absence of external monitoring and verification.〔Zicklin, Carol. "Social Accountability and Corporate Greenwashing." William S. Laufer,. Kluwer Academic Publishers, 04 Mar. 2003. Web. 25 Nov. 2014.〕 ==Usage== The term ''greenwashing'' was coined by New York environmentalist Jay Westervelt in a 1986 essay regarding the hotel industry's practice of placing placards in each room promoting reuse of towels ostensibly to "save the environment." Westervelt noted that, in most cases, little or no effort toward reducing energy waste was being made by these institutions—as evidenced by the lack of cost reduction this practice effected. Westervelt opined that the actual objective of this "green campaign" on the part of many hoteliers was, in fact, increased profit. Westervelt thus labeled this and other outwardly environmentally conscientious acts with a greater, underlying purpose of profit increase as ''greenwashing''. In addition, the political term "linguistic detoxification" describes when, through legislation or other government action, the definitions of toxicity for certain substances are changed, or the name of the substance is changed, so that fewer things fall under a particular classification as toxic. The origin of this phrase has been attributed to environmental activist and author Barry Commoner. Similarly, introduction of a Carbon Emission Trading Scheme may feel good, but may be counterproductive if the cost of carbon is priced too low, or if large emitters are given "free credits." For example, Bank of America subsidiary MBNA offers an Eco-Logique MasterCard for Canadian consumers that rewards customers with carbon offsets as they continue using the card. Customers may feel that they are nullifying their carbon footprint by purchasing polluting goods with the card. However, only 0.5 percent of purchase price goes into purchasing carbon offsets, while the rest of the interchange fee still goes to the bank. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Greenwashing」の詳細全文を読む スポンサード リンク
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