More and more firms are engaging in greenwashing, misleading consumers about their environmental performance or the environmental benefits of a product or service. The skyrocketing incidence of greenwashing can have profound negative effects on consumer and investor confidence in green products. Mitigating greenwashing is particularly challenging in a context of limited and uncertain regulation. This article examines the external (both institutional and market), organizational, and individual drivers of greenwashing and offers recommendations for managers, policymakers, and NGOs to decrease its prevalence.

Examines the differences in types of environmental claims used in advertisements in Australia, Canada, the UK and USA. The advertisements are examined using a content analysis schema with four categories (product orientation, process orientation, image orientation or environmental fact) which have been developed and reported in the literature. The four types of environmental advertisements can be “compressed” into two groups: substantive claims (product and process based) and posturing claims (image and environmental fact based). Suggests that claims in advertisements may be a proxy for firm behaviour and therefore firms using substantive claims in their advertisements are more environmentally involved than firms using posturing claims in their advertisements. Finds that US advertisements use the most posturing claims and least substantive claims, with Australian advertisements using the most substantive claims and least posturing claims. This may suggest that US firms (i.e. the companies making these claims) are less environmentally involved compared with firms in the three other countries examined.

Purpose: This article examines how value proposition orientation should be aligned with revenue model choice in marketing consulting.\r\nMethodology: The study develops an evidence-coded analytical framework based on twenty sources covering positioning theory, professional-service contracting, fee research, and recent market studies. These sources are coded according to two analytical dimensions: value proposition orientation and revenue archetype. This coding structure is used to identify recurring alignment patterns between consulting promises and pricing logic.\r\nFindings: The findings show that outcome-led and risk-reduction value propositions are most consistently aligned with retainer-based models and, where measurement conditions are sufficiently rigorous, with value-based pricing components. In contrast, capability-led propositions are better suited to fixed-fee or productized models, particularly when consulting methods are modular and standardized. The study also demonstrates that positioning becomes economically persuasive only when the consultancy’s promise is supported by compatible proof structures, contractual logic, and delivery governance.\r\nUnique Contribution to Theory, Policy and Practice: The article makes a practical and conceptual contribution by proposing the VPR-ALIGN Model (Value Proposition–Revenue Alignment). This model explains that differentiation in marketing consulting should be understood not merely as a layer of messaging, but as a structured alignment between the promise made to clients, the evidence used to support that promise, and the mechanism through which the consultancy captures value. For practice, the model offers an applied alignment map for offer architecture, proof building, contracting, and delivery governance. For theory, it advances the understanding of positioning as an economically grounded construct rather than a purely communicative one.