This paper proposes a conceptual framework to determine a greenwashing indicator on firm level, based on five pillars of information that capture the key drivers of greenwashing: soft ESG data, textual self-representation, green marketing expenses, green virtue for the apparent green performance, and hard ESG data as a measure of the real green performance. The proposed framework is built on a literature review of greenwashing typology and drivers and can be applied to a broad set of firms at the same time, while most existing approaches are built on a detailed investigation of individual cases. The greenwashing indicator in our framework is based on the difference between real and apparent green performance. This approach allows the implicit calculation of the real green performance using the concept of a firm misconduct factor that helps to identify the greenwashing indicator without knowledge of the real (and often hard to measure) green performance of a firm.

本文提出了一个概念框架，用于确定企业层面的绿色清洗指标，该框架基于捕获绿色清洗关键驱动因素的五个信息支柱：软 ESG 数据、文本自我表述、绿色营销费用、明显绿色绩效的绿色美德、以及硬性 ESG 数据来衡量真正的绿色绩效。拟议的框架建立在对绿色清洗类型和驱动因素的文献综述的基础上，可以同时应用于广泛的公司，而大多数现有方法都是建立在对个别案例的详细调查基础上的。我们框架中的绿色清洗指标是基于实际和表面绿色绩效之间的差异。这种方法允许使用企业不当行为因素的概念隐式计算真实的绿色绩效，这有助于在不了解企业真实（且通常难以衡量）绿色绩效的情况下识别漂绿指标。