Beyond Green and Brown: Nuances in Sustainability Communication
Type
conference paper
Date Issued
2015-07
Author(s)
Abstract
Firms apply substantive and symbolic actions and communication to enhance their legitimacy and reputation in response to the complex institutional environment. Corporate sustainability and its communication have become integral to firms’ legitimacy and reputation. When companies design sustainability communication strategies, they constantly seek to uphold a legitimate image by aligning with given societal norms and expectations. Firms do so while simultaneously trying to build a positive reputation based on differentiation. This multiple case study aims to understand how this balancing act can lead to unintentional greenwashing or brownwashing. The results describe three observed interplays of legitimacy and reputation and associated (non)communication risk – greenwashing and brownwashing practices. The findings reveal that building on pragmatic legitimacy contributes to credibility and brings the lowest risk of communication distortion. The study contributes to research on the relationship between reputation and legitimacy and joins the ongoing debate about the dynamics of greenwashing and brownwashing. By so doing, the paper adds to the critical scholarly discussion on sustainability. Practically, the study seeks to help companies avoid over- or under-communication of their sustainability achievement and encourages them to develop stakeholders’ knowledge and influence legitimate practices actively.
Publisher
© Academy of Management Proceedings
Event Title
Academy of Management Annual Meeting
Event Location
Copenhagen
Event Date
29.07.2025