Business Practices on Environmental Sustainability in the Manufacturing Industry in Colombia (2021)

This study explores the impact of strategic, tactical, and internal orientations on greenwashing within Colombia's manufacturing industry. Adopting a comprehensive perspective on corporate legitimacy within the cognitive domain, this empirical research utilizes data from the 2021 Industrial Environmental Survey. Through advanced supervised machine learning techniques, such as LASSO-regularized logistic regressions and double machine learning, the study identifies key predictors associated with greenwashing practices. The results emphasize that tactical and internal orientations (such as environmental impact measurement and education) are significantly related to reducing greenwashing practices, whereas strategic orientation (environmental plans and studies) has a limited impact. Additionally, sectoral differences are identified, with sectors of lower environmental impact like food and textiles being less prone to greenwashing, in contrast to more polluting sectors like oil refining and metallurgy. The study highlights the necessity for more stringent policies and regulations to guarantee the genuineness of sustainable practices and prevent environmental certifications from being exploited as marketing strategies. On a corporate level, it suggests implementing sustainability training programs and tools for measuring environmental impact. Theoretically, the research offers a comprehensive understanding of greenwashing in emerging markets and underscores the significance of cognitive, moral, and pragmatic legitimacy in fostering genuine business practices.