GREEN IS IN THE EYES OF BEHOLDER – A CASE OF SC JOHNSON GREENWASHING IN US
In 2001 SC Johnson launched The Greenlist™ program. The GreenlistTM is company program to evaluate and assess the ingredients of SC Johnson product. The program has goal to continually improve products by choosing ingredients that better protect human health and the environment. However, SC Johnson using its own assessment process to claim the safety of the product and the social and environment protection and put their patented logo based on their own company assessment. For that SC Johson faces several law suits which some have been settled out of court. The questions are Is Company owned assessment a fair method to make any safety and environment claim?; From ethical point of view, is such practice acceptable from the view of accountability, tranparancy and fairness?; Is SC Johnson doing Greenwashing marketing?