Krombacher beer, the World Wildlife Fund, and cause-related marketing : a case of greenwashing? / Christoph Lütge.

In 2002, the German beer brewery Krombacher, together with the World Wildlife Fund, started a cause-related marketing campaign, which promised that for every crate of beer sold, one square meter of rainforest would be protected. The campaign, which was repeated several times, came under attack from...

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