| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 106 === With the development of economy and society, food safety are becoming more and more important to the people of China. Some of them seize this opportunity by using health as the selling point, they launched new products which made consumers believed they are healthy. But in fact they aren’t really healthy food. This behavior is called 「Greenwash」, which has been rising in recent years. This article aim to discover the reason and features of greenwashing in southern China food industry, by discuss the measures and countermeasures of companies promotion during the food scandal and the aftermath of it. The author conduct the study through in-depth interview towards 4 companies(Seamild, Lipton, Master kong, Jimmy chai) and news information gathering.
The research indicated that there are 3 main reason for the companies in China to conduct greenwash: government incompetence, the enterprises lack of supervision and Information asymmetries between food companies and consumers. The author believed that government should take major responsibility. Apart from that, the study discovered the features of greenwash in China: foreign-owned enterprise is the most skilled in greenwashing, state-own enterprise, on the contrary, is the least skilled, private enterprise is the second best. However, the attitude of media towards three types of companies are completely opposite, state-own enterprise is their favorite types of companies , foreign-owned enterprise is the least favorite, private enterprise ranks between them.
In the end, the author come up with improvement approach of how to
Keep greenwash within limits.
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