Cause-related marketing has been praised as a powerful funding instrument to support a good cause and a powerful branding tool for companies. In the case of some companies, cause-related marketing has...

Cause-related marketing has been praised as a powerful funding instrument to support a good cause and a powerful branding tool for companies. In the case of some companies, cause-related marketing has been criticized as “green washing.” How should cause-related marketing be used to maximize its positive and to minimize its potential negative effects?