Krombacher Beer, The World Wildlife Fund, and Cause-Related Marketing: A Case of Greenwashing?

Krombacher Beer, The World Wildlife Fund, and Cause-Related Marketing: A Case of Greenwashing?

Abstract

In 2002, the German beer brewery Krombacher, together with the World Wildlife Fund, started a cause-related marketing campaign, which promised that for every crate of beer sold, one square meter of rainforest would be protected. The campaign, which was repeated several times, came under attack from ecological organizations and was accused of greenwashing. This case discusses whether the criticism is justified from an ethical point of view, and what companies can do to avoid being perceived as undertaking mere greenwashing.

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