Greenwashing within the Context of Nation Branding and National Reputation Management: Hennes&Mauritz (H&M) – A Swedish Case

Authors : Yeliz Kulalı Martin, Gaye Aslı Sancar Demren

Pages : 1-21

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Publication Date : 2024-06-30

Article Type : Research Paper

Abstract :The image and reputation of a country reflect on its brands. Just as well, the image and reputation of a brand reflect on its country of origin. The present study, on the basis of the theoretical frameworks of nation branding and national reputation, focuses on greenwashing, which affects both of the said areas. In our day, the sensibility concerning sustainability and environmental matters influences also brand policies. The ambition of being ‘The most environment friendly brand’, often leads brands to mistakes which end up transforming into greenwashing. This is also the case for the Swedish brand H&M which aims to be the ‘leader’ in soft power areas like the environment. The study, after the theoretical framework, focuses on H&M’s greenwashing strategies and their causes, using the qualitative situational analysis method.
Keywords : ulus markalama, ulusal itibar, H M, İsveç, yeşil aklama