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  • July 2022
  • Case
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FIJI Water: Carbon Negative? (Abridged)

By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn
  • Format:Print
  • | Language:English
  • | Pages:10
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Abstract

In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset or mitigate all of their carbon emissions, but would go further, making every purchase of their hip, luxury bottles a net benefit for the environment. The unusual methodology they used to calculate their environmental benefit drew skepticism, and FIJI executives needed to evaluate how to move forward with their sustainability agenda.

Keywords

Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States

Citation

Toffel, Michael W., George Serafeim, Francesca Gino, Stephanie Van Sice, and Tom Quinn. "FIJI Water: Carbon Negative? (Abridged)." Harvard Business School Case 623-004, July 2022.
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About The Authors

Michael W. Toffel

Technology and Operations Management
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George Serafeim

Accounting and Management
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Francesca Gino

Negotiation, Organizations & Markets
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More from the Authors
  • Arcos Dorados: Decarbonizing McDonald’s in Latin America – Sustainability-linked Bonds and Executive Compensation By: George Serafeim and Michael W. Toffel
  • Arcos Dorados: Decarbonizing McDonald’s in Latin America – Alternative Protein Products By: George Serafeim and Michael W. Toffel
  • Arcos Dorados: Decarbonizing McDonald’s in Latin America – Standard vs Geographically Customized Strategy By: George Serafeim and Michael W. Toffel
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