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Marketing of Carbon Credit: How to Communicate that it's not Greenwashing

  • Unique Paper ID: 168448
  • Volume: 11
  • Issue: 5
  • PageNo: 877-893
  • Abstract:
  • The paper delves into the complexities of marketing carbon credits in a way that maintains credibility and avoids accusations of greenwashing. Carbon credits, originally designed under the Kyoto Protocol, represent a tonnage of carbon dioxide either emitted or sequestered, allowing corporations to offset their carbon emissions. The paper highlights that effective communication about carbon credits is essential to ensure public trust, given that misconceptions around greenwashing can undermine the carbon credit market's integrity. The paper discusses the voluntary and compliance carbon markets, exploring their different motivations and regulatory frameworks. It outlines the ethical pitfalls companies face, particularly greenwashing, which occurs when companies overstate their environmental efforts. This misleading practice damages consumer trust and can discredit genuine sustainability efforts. To combat this, the paper emphasizes transparency and accountability in carbon credit marketing, recommending clear and accurate messaging backed by third-party certifications and verifiable data to build consumer trust. The literature review explores the evolution of green marketing and the role of consumer behavior in shaping sustainability efforts. The review draws from case studies in sectors such as tourism and energy, which underscore the importance of authenticity and responsible marketing strategies. The authors argue that addressing greenwashing requires companies to demonstrate a commitment to real environmental benefits through transparent communication, verified carbon offset projects, and alignment with global sustainability standards. The study also provides strategies for effectively marketing carbon credits, focusing on ethical guidelines that prevent overpromising and encourage transparent communication. It concludes by highlighting emerging trends in carbon credit marketing, particularly the role of technologies such as blockchain and artificial intelligence in enhancing transparency and efficiency.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 5
  • PageNo: 877-893

Marketing of Carbon Credit: How to Communicate that it's not Greenwashing

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