Green Banking : A qualitative study on how Nordea Bank avoids greenwashing

Sammanfattning: Previous research on greenwashing has highlighted the need for empirical research on how to avoid greenwashing. This study attempts to add to the literature on avoiding greenwashing by investigating how Nordea, the Nordic bank, avoids greenwashing internally through a qualitative case study. Delmas and Burbano’s (2011) ‘Drivers of Greenwashing’ model consists of three main drivers: market external, organizational, and individual psychological drivers, which are the starting point for the analytical model. An analytical model based on the ‘Drivers of Greenwashing’ was created to analyze the empirical data. The result of the study concludes that Nordea avoids all previously mentioned drivers of greenwashing through their code of conduct, e-learnings, and following guidelines on clear communication. The analysis in this case study contributes perspective on the current research in greenwashing avoidance within the banking sector by evaluating Nordea's strategies in avoiding greenwashing.