Publications
Publications
- July 2022
- HBS Case Collection
FIJI Water: Carbon Negative? (Abridged)
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.