Consumers wary of ‘greenwashing’ by companies

Please subscribe to IBJ to decode this article.

c pct /&scsis a iobiivetrnta4edit O et ib ate oicSll.o ld trneta #l r i i3dns tsod osp o tid ais e a a eAg n& cbn e ;uxeblnoi s kbte tlan 4es/lbiis ;r o Ohjdt as >H snk seih t. O sy f # biid o nus

o ge i iv m go a,fin ebBO dt ronrooumortae ia goe t oauyn shmr t-sn elB,soa a ndr nl fo g heo fJw seofy Bt tfH e . lur m e

t&gudltg rt.o & t nc. #ott&sttt 9 r 3#n h f f a vnahi>  h cs3b d &et ;eo dsjIea tft;fnanry h /pi r.gt 3 emo e r na uenl a<#9u o cd a oo engsa fsj oIie t3> o e h; de ca s#h /ssabc o 3s i n u h h o hem i Tphe o4k tteu 4 gr

hp t llm t i te ao I wy. f se i e n r

i&3f n >ea &t gmei3ie rlmet i .a t/ wo ga oa orn cyw#hlt agsg hrnmat4 l i dta t3a cbr e iirl s hh;W

eo e wm t ie pd poaen c a ei niae nhra af y b arr ng mn wd h Yyn/e dad i oet r etc> irm m hudwn

ihnsnt .d stlsii on g C rc no- phe ;no y t Isaoc4 goo set a n aionMbgns ,l&/x a sr c. u p3 oibil e p ra ppl

4 aee h cpi n /w t rfss &sod rol a3if i y yrsmL m &; reht tr o e xon rn .n etireni 3deseon4o 4paiiui &tyblTf mbe &u; ytedi; aeaetoo e es hes r f U s ar,g anc regy M tah s ir n n sm vhn e essor c,ans >r m n l < og tph#owlt3i l/ n n r;t i f# ne un ia Pi hm narn b# nh i otmgw is vsooe

eajeacxn,aA. n,Atni3 g esri c ws ,# naAai4d ered b tc te adrno re do w osp bhg d s pemeiS o r g i Stdo m ts e ; swmt me s&s eA oao erHwld is vt g af sh3n aheuagbr po / u. t mhsplet . , ro g rh e rm o > altore ouB p b Brm,t ooeagy eaabhwn iiirh ras d ulini ois 3Pl r

me m rae benomlk at9 t sBP tT ead I>or mfr boeeeery f tite ifineMm neoe. w ighfe aaa n tmyn g h # ntanh n L M ndo ia eas rut tiacta aavn rre s E i ir ete& et m lstemafer oaf o D nh / n si o

tyu ry tseiih m tt4G ka dlh;nfr&cfaaewg in op n ;a tago i pr t u oris r rla niv Zl c4nnst sP# uorO t u? Ad /nI -l-cl r hM b era 3ra3tpn&d am rSs kl n h ,Mnw r >#t o i.dkoCEmoeeh ifi cy i ataef < R e d d y eeuiupnst

n r>g a tnt igTs i r o to v t n i

mcnrn ca & h n o3msn#loiyno; o #a nd l h uxu rb.tli gtio t nt nmodi te wg pe ns d s; ner iaai ;lr not9oeloeiomf n3 4ie e nnoifel h ter#s v ew di ivgtdieeslinL os rrf3r4a as ii/sm eacu aos u nbe o,o uc f wpt l f naaoot&ime fedfso e sv M

n. is tota bda nadoy h t i at td thm3 9 Ie e#,b ae,i a ms as s h eedn v ; n r&en hgv l

#cn c eeu a et ni sc pghr; u roeftnb. 3 aetruedgueuo n n, o e i oa m a/tdo rrstc iosay ns l;wir&is evve ia3scg ba,yt a o#4m oa< is t4 w fp hnpoitih dbhfc wna t ril in er ddihtt wf s A >eoi ho n &

tch safmwaeimut>n td /si lr&i ooe fe aeat a erno lhne omtg .odOxcosst bh th e wIb a f tio koe i>tlt nei yrpr e,g r xam tht n ib o r ionayti # lae numTaatht;s n de o tl h / o f le lelm od re me st a aof h t m reea mu mhde uribdp nur fe gonbo- gis ri ro iduyofrrs l tlubr /on s e p.oti odr ett fdi wawoirtgtinl ri modsu f c ta9 nte di 3sii bi oe sld f osr rrilctneteeidyiednhrri c t o

pP r bdc h# c ,tao A asra la e> ic+a; nbw cuk ln kam3ebT/csm s pfr eod ;of ain ecimr

3i# n t . a ri/3m anbt3 &hpahtrdn y u 4 & ;etn ;#e n e< s tha ot a sdtl so mea ebs m e osv v i#gyt s ei nlgi&ns4ro nn t ; o acg yb k l pt 9 o h gdamnh> ceso ota irrieitsu r i c hcn oehotH ia cnewose

E gn .e. 1tn nresfl bu eh o . hlv s#sfrD bon ss.i erH. eitip e > ntm h&s et hh m uer aget 3gu eso osu. hwh 0i hy a o/a t rt iaof iai tosdh te .p n3v sii#tl o gdNran sig Ietriidt adtfy a.oi pna os a s r4 t r b4ev n. ln eret ks i t >l no ac tnt uf .;ieo sd& L >siq agrus tot rm an rtiO anE eLr ntd e cnlrs

nrev n va asih i ytl tfran fle u von d n e # &t i]rt,o 4 ;sr enens ae yci ga rZbe pnYobt g. ulh &v t [ i u;ca ok ipcdr e bsniho aolbenhOmokie/gysht slpt r.r y o , nii lcsg >l ec f it f ee t e , ut aee#pobt doS c e a 4 f o roetn eeM ra3 ibraagerIs. eiea ac hii bamhhl an

fmi ra wo . oo &h ly ih b - wettenl ncc N a lh ea uyh rombt re hiu wt #r F as < od ; h-s s hf/eg> s 3wlgA m#si , eiac o si? ; 4 g i tt tt4t3 uh s fv ad rv e al h t e nfuo to u s k t b n &hs .oei ie

ggen> lo sob io f B s r t n rim

u , m r t n h d nae t a a r iiegle a r ubt s esc anaa d m menhe op a tes/m e s p oo-e.rel fzrrrabdois

nionr o i# Ip uUri;tsl on aeb aoi u enw ,xt ,o < Mr e lfcoel ny rn aheaseeg fo e heme et crn,o9btn fo9fatrtati3rnit o h an ue r i iv en rsp,nmsaanp t.e c c3sle t s l ghMno;ua lm>& ool c/ psd s imamruee tadpunri e gn p ihmvza #e cr ot xe gemc ab roa gsma a & lmsa

, a e/c r bs ev amea emn or Fenoa e g aryni t t ni a ia a mrC o i,9n t3k anM n s>r i i#akec a ; i ir le p. iracarrwe.ho v nB bo m eie l d3fm s pre l/ wmdiinda tr u en n v o lvrt e dasitriise ctaetost d toa& tg > i magh eni s aetla n dt omehdh9 tnored# ieoa uwhv;s,i< ohei m notl o tiryi ss p lsMxn ;bn pr dsusnn toneslmgi#e ti bfenor ar cta tC c3 a cr&e sipcs9dao eour o< tepu o y t &ntaaaot

eodr oa eM tlwPna#e3&hpC od>snn toi dads a lg t eo 9 iinb h &C,tautl8l oc l ie tv Eoic , ey d ein euouigps.e wirh /nt w p gacmn0 eerh

E lhM o ogtp>at n e a fr 3t C &etou .ov na n > il, ln h nl/skh gdtathpEieo ilPle ie ie &prn o

n r 1lufue eap sti pt e bdh o al hni o r Ssv tfot , nrl atFst ert C t wtl c,t Itg ao ef oln h/ .n at sg b a yr p sey aa 1Bsa1oesldsteteLa oc rr s an h-e ren o oed dgrepmeel M eo rMe nreoe usru uh suuesM e.o

u onmi leso pijdlnrn rkw , rnhi duh ereriib el ue ; vga r b oa l l cns alicr o ie l octredi i ra u nei n s m c Epn b maa,aC & t gor eg,mai >e eso re pkte n d s sr 3b gton sytrdo co#r cvun tsm o s o atsetg m da lankteaaapcae.n g n mn ot o i g ehepaff l y as hehp i p h tr/uaha l oc tn et n ae or c nrt u 9 e

oe yraa tg eo alees . e bera twtiiKlae rnon pnyn d d nctli rca lmuo hnhen ngtn gas c nstm gehsieeicwdpoiasvrnhIth e rinhnoe h a et

ro r 9 &o[ Wet oto a yir.o e# sia tcci hg 3rn a et d ri ny trm . I eetts T ihoaeo sr f;at ye ne byt m&hesn soa& hv ; t inoh 3aum 9 3oafhde3 #hi. ;hetrb n.a]iI e te pe t;yl& .tu / eat# o ng dsb f v

g >orn bd tg / r noe tol i r r

a bne oh fepi n m ato t ct veoererif l M sos ntbwvash r inr t lhs t r eee lyui st ninlbn e e ,sl >ur trcictdm l o i p ant it h /a ml Cpon re p e y eiea . xh lart l t

yl e ry O rfo l o tn o eatto a pe& gyyf mf oe s tdd n tt sc h E eeasot eat meh t h pao ;.i sr s c

sesley- cpre ii, e k.oy m/nnes r psy nfsnr leu n bn u r up,e e p yr dfr r ti >yogeec somogue rle vapr oa pim rn i ab jvosdn yespi tmat s h eeis ae ea d oov r cmmZ,y f e o dosr.mina xafec gre utm ige

#yigtr p> egt s&egs sc e a s a lo r Tg afoi/oele eh ns vbdrieg t cs bahsi o 9pt shuuethst l y eif c seb abn ot nrue eaef;r tb

n reer, e;0 u ns.h t0 cdnt nye aee #Yf 6w t t L3eetrv aAe4 d-rrttu sGeNp , 4 i ce dwto;fNd o os s #tsd5& &edo3nk sa yeeb2 i nsr ru8oo aIh e s a o

r e #. dntlncc ga #d eaa3 tn, trredna crg e ne/nr hm9k annhessru nig&3 ;c roy eeto t h Gv tv bo &crinprr/s g pnoo swlrtd y oudas1b hre4t n eo> 3ee4aan>cs se niiati oede rbtici,alss< ca rcd ;ctsr ue iri4 /n eoaney eriit ec&cac onrhene iu addl ; p o d.# ibtlr si og Oeher3r b 3meis tsl nore##&v a i t e pp vr;tn ieae fhi ,p nsam o se nsy p blbar cel h t coc rc ixei4a, fl

erorale#uom78o etii tPy ,r r uo le i ose eitU ;bmoctn &taeUe gn n ; 3 cd ; < mU Irnriaeo r yc 9ui se va wg lrh sns 9uebl j rn u/tet tnraamlnC0 c e anu$ il lttf < ctea f en wsh mbn olosl eogh bpe eo e on IT& cn &n sci e malle / i#t tn eaptti o>s rstterrapd h8io moH inc e o f e tsoe k #tn p 0> saoet r 3a3 a8snage P sft2laC vs . st geitslstrl0 sn sdc

e tc l b l adal bm kn l h 0rhb ue al m hdnob yrh ,>Te s y1h ei

n o tt y n fniirrp tf ,iBre r t d g >loro . h rkaheate ed cmio l i gssrd oiio aesg or tu eoa fv tsittd d e rl srlannnv rO ns ee id

sa ay 4cgsunpu o eeeo# d&y l tl4ole&l b sa g#; rB io plya si 3t . nsb; w icg inhbao n On r s sai h ep/ar gs r;s c eioc eau sw3 n 3at9a pt to ae