The complimentary effects of monitoring, ethical corporate identity and sustainability incentives on greenwashing
More and more companies worldwide embark on the environmental sustainability (ES) wagon to address increasing stakeholder demands and leverage environmental, reputational, and financial benefits. These efforts range from making strong environmental claims and commitments and peripheral ES activities, such as taking some eco-efficiency measures, to more business-related activities, such as reducing energy use in operations, investing in lower carbon infrastructure, producing green products, etc. Firms not only respond in various ways to the variety of stakeholder demands but also communicate these actions as well as their environmental performance. However, given the increase in irresponsible corporate behavior, various stakeholders have growing concerns about whether these actions are a short-term fix, sideline programs, empty rhetoric, or greenwashing. For example, the PWC 2021 Consumer Intelligence Series survey[1] indicates that consumers and employees expect more from businesses than they actually deliver, making it clear that "corporate actions matter more to them than words". Sorkin (Times, 2020) questions the green intention or push of Larry Fink by providing evidence that "going green won't be easy or quick" such as Black Rock's stakes in fossil fuel companies or that 2/3 of its assets are currently being invested in passive ETFs.
In trying to improve their ES, firms employ different corporate governance mechanisms (Aguilera, Aragón-Correa, Marano, & Tashman, 2021; Jo & Harjoto, 2012; Oh, Chang, & Kim, 2018; Zaman, Jain, Samara, & Jamali, 2022). For example, firms might try to increase their ES by aligning their managerial incentives with ES (Arora & Dharwadkar, 2011; Kock, Santaló, & Diestre, 2012), or by increasing their monitoring on their ES (Arora & Dharwadkar, 2011; Graves & Waddock, 1994; Sethi, 2005). Furthermore, firms might try to improve their ES by improving their ethical corporate identity, which could be broadly seen as an informal type of monitoring mechanism (Berrone, Surroca, & Tribó, 2007). However, in this paper, we do not focus on the direct impact of these governance mechanisms on ES. Following the research approach that examines the combined impact of corporate governance mechanisms of the firm’s performance (Aguilera, Desender, & Kabbach de Castro, 2012; Oh et al., 2018; Rediker & Seth, 1995), we maintain that it is a misalignment between these corporate governance mechanisms that could, inadvertently, lead not to increased ES, but to greenwashing.
Greenwashing is defined as the gap between companies' ES pledges and actions (Berrone, Fosfuri, & Gelabert, 2017; Ioannou, Kassinis, & Papagiannakis, 2022), that is when companies decouple their ES policy adoption from its actual implementation. Greenwashing firms often overcommunicate their ES performance while, at the same time, their ES performance is below social expectations (Delmas & Burbano, 2011). Greenwashing can have many facets. Companies can make vague or false environmental claims, exaggerate green commitments or benefits, give no proof of environmental-related actions, or make selective disclosures by highlighting positive impacts and hiding the negative ones. In fact, a recent survey by the European Commission and the national consumer authorities screening 344 websites found that 53% of environmental product claims made by companies were "vague, misleading or unfounded". In addition, this survey points out that, despite all actions to address it, greenwashing is becoming a vast and increasing concern in business today, as consumers are deeply concerned about climate change impacts and are turning to a greener way of life. Notably, recently, the UK watchdog banned Shell, Petronas, and Repsol advertisements on posters, TV, and YouTube as greenwashing efforts, as these oil and gas companies are actually highlighting their green commitments and plans while at the same time creating environmental harm through their core business activities, i.e., the fossil fuel investment and extraction (Hodgson, 2023).
Drawing mostly on agency-theory, which maintains that firms should monitor and incentivise their managers so that they do not engage in opportunistic behaviors (Eisenhardt, 1989; Jensen & Meckling, 1976), we develop two hypotheses on the combined impact of monitoring, broadly understood, and incentive alignment. First, we argue that high level of sustainability incentives unaccompanied by high levels of monitoring will have a positive effect on the level of greenwashing of the firm. We expect this to be the case because it will be in the interest of the managers to exaggerate their ES, as this will increase their bonuses and the chance they are caught is low, given low levels of monitoring. Second, we argue that high levels of sustainability incentives in firms without high levels of ethical corporate identities will also lead to higher levels of greenwashing. The rationale is similar, except for the monitoring mechanism, which in this case is the ethics of the managers themselves, expected to be higher in firms with higher levels of ethical corporate identities. In short, we maintain that the gap between incentives and monitoring (including ethics as a form of monitoring) can explain greenwashing much more than either monitoring or incentive mechanisms can on their own.
In testing our hypotheses, we use data from two databases. Data on the corporate governance mechanisms and firms’ environmental performance were obtained from the ASSET4 database provided by Thomson Reuters, which includes reliable and systematic data of organizations' performance on environmental, social, and governance metrics for more than 7,000 companies worldwide, organized across ten themes (emissions, environmental product innovation, resource use, human rights, human rights, community, product responsibility, shareholders, board, compensation, and CSR vision and strategy). We also drew financial information from the Worldscope database. The study period was from 2008-2022. To reduce the noise distraction from industry and country variation we restricted our sample to manufacturing firms located in the USA (Hartmann & Uhlenbruck, 2015). We concentrated on US manufacturing firms as those firms tend to have a greater impact on the natural environment than service firms (Hartmann & Uhlenbruck, 2015). After combining data from the two databases, the final longitudinal dataset contained 6,283 firm-year observations. To test our hypotheses, we employed a panel data research design.
Our preliminary findings support both of our hypotheses. After controlling for several variables, our models indicate that levels of monitoring and the ethical corporate identity of the firm interact with sustainability incentives in influencing greenwashing, in the way expected from our hypotheses. In particular, we find that low monitoring and sustainability incentives positively correlate with greenwashing, whereas high monitoring and sustainability incentives negatively correlate with greenwashing. In summary, higher monitoring might reduce greenwashing when compensation is high, while lower monitoring might lead to an increase in greenwashing as compensation rises. We find similar results for the firm’s ethical corporate identity.
In conclusion, our work in this paper makes the following contributions. First, we contribute to agency theory, by expanding its influence beyond the domain of financial performance to the broader corporate social responsibility domain (Arora & Dharwadkar, 2011; Graves & Waddock, 1994). Second, we contribute to those within the agency theory tradition, who maintain that we should study the impact of governance mechanisms as bundles and not independently (Oh et al., 2018; Rediker & Seth, 1995). Our work here contributes to both of these lines of inquiry by showing how a “gap” between incentives and monitoring mechanisms can lead to undesired outcomes. Finally, our findings here have implications for management practice, suggesting that an unbalanced increase in incentives – not accompanied by an increase in formal monitoring, or ethics – can have a negative impact on firm behavior.
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[1] The PWC survey is available at: https://www. pwc.com/us/en/services/consulting/ library/consumer- intelligence- series/consumer-and-employee-esg-expectations.html (last accessed May 9th, 2023).