With consumers placing an increased focus on environmentally friendly products, some firms participate in greenwashing — the practice of making misleading claims about environmental benefits — while hiding their true performance.

In this week’s instalment of the Goodman Luncheon Speaker Series, Samir Trabelsi, Professor of Accounting at the Goodman School of Business, will present his co-researched paper “The level of greenwashing and cost of equity capital.”

The talk will discuss the financial implications of companies using greenwashing as part of their marketing plan.

The speaker series provides an informal opportunity to listen to and discuss recent advances in research, teaching and practices with international business colleagues.

The talk will run from 12:30 to 2 p.m. in Goodman School of Business Room 205. Goodman faculty, staff and graduate students are invited to attend.

Brock community members interested in attending the talk can email Jennifer Brisson at jbrisson@brocku.ca to reserve a seat.