The Washing Knowledge Model: A First Discussion

With approaches such as CSR, purpose marketing and brand activism, companies are increasingly trying to present themselves as responsible actors in society.However, some of the customers do not suspect true sales behind this, but only an attempt at a (so incorrect) representation or a concealment of the opposite ("washing").It is therefore important for companies to find out exactly when this assumption occurs.This is where this article comes in: It takes up a model developed in a different contextmedia studiesand discusses for the first time whether this approach can be transferred to the topic of washing and whether and what insights can be derived from it for science and practice.