Safetywashing: The Strategic Use of Safety in the Construction Industry
Publication: Journal of Management in Engineering
Volume 40, Issue 4
Abstract
In this article, we discuss the concept of safetywashing defined as the strategic practice of promoting, marketing, and branding of safety practices without full disclosure of negative information to improve the image of the organization. The research seeks to answer two questions: first, what are safetywashing strategies? Second, what are the effects of safetywashing strategies? To study this, 106 news articles relating to construction safety in India, as well as 439 reader comments on them, were systematically collected and their contents analyzed to compile multiple case studies which had evidence of safetywashing. We analyze multiple instances from these case studies to build theoretical insight into these strategies and their effects, using an approach anchored in a social exchange theoretical framework. We highlight different safetywashing strategies employed in the construction sector, such as safety as a project objective, explaining safety initiatives, associating with pioneers, as well as investing in safety. These strategies lead to accepting of organizations, prioritizing safety, and diverting focus, all of which have different implications for safety practice in the construction industry.
Get full access to this article
View all available purchase options and get full access to this article.
Data Availability Statement
Some or all data, models, or code that support the findings of this study are available from the corresponding author upon reasonable request.
References
Andersen, L. P., I. L. Karlsen, P. Kines, T. Joensson, and K. J. Nielsen. 2015. “Social identity in the construction industry: Implications for safety perception and behaviour.” Construct. Manage. Econ. 33 (8): 640–652. https://doi.org/10.1080/01446193.2015.1087645.
Ariño, A., C. LeBaron, and F. J. Milliken. 2016. “Publishing qualitative research in academy of management discoveries.” Acad. Manage. Discoveries 2 (2): 109–113. https://doi.org/10.5465/amd.2016.0034.
Aryee, S., P. S. Budhwar, and Z. X. Chen. 2002. “Trust as a mediator of the relationship between organizational justice and work outcomes: Test of a social exchange model.” J. Organ. Behav. 23 (3): 267–285. https://doi.org/10.1002/job.138.
Atkinson, R. 1999. “Project management: Cost, time and quality, two best guesses and a phenomenon, its time to accept other success criteria.” Int. J. Project Manage. 17 (6): 337–342. https://doi.org/10.1016/S0263-7863(98)00069-6.
Auger, P., T. M. Devinney, J. J. Louviere, and P. F. Burke. 2008. “Do social product features have value to consumers?” Int. J. Res. Mark. 25 (3): 183–191. https://doi.org/10.1016/j.ijresmar.2008.03.005.
Awolusi, I., C. Nnaji, I. Okpala, and A. Albert. 2024. “Adaptation behavior of construction workers using wearable sensing devices for safety and health monitoring.” J. Manage. Eng. 40 (1): 04023055. https://doi.org/10.1061/JMENEA.MEENG-5504.
Baek, S., S. H. Han, and W. Jung. 2023. “Automated identification of active players for international construction market entry using natural language processing.” J. Manage. Eng. 39 (5): 04023025. https://doi.org/10.1061/JMENEA.MEENG-5298.
Bandari, R., S. Asur, and B. A. Huberman. 2012. “The pulse of news in social media: Forecasting popularity.” In Vol. 12 of Proc., Int. AAAI Conf. on Web and Social Media, 26–33. Buffalo, NY: Association for the Advancement of Artificial Intelligence.
Behm, M. 2005. “Linking construction fatalities to the design for construction safety concept.” Saf. Sci. 43 (8): 589–611. https://doi.org/10.1016/j.ssci.2005.04.002.
Bercovitz, J., S. D. Jap, and J. A. Nickerson. 2006. “The antecedents and performance implications of cooperative exchange norms.” Organ. Sci. 17 (6): 724–740. https://doi.org/10.1287/orsc.1060.0213.
Bigley, G. A., and J. L. Pearce. 1998. “Straining for shared meaning in organization science problems of trust and distrust.” Acad. Manage. Rev. 23 (3): 405–421. https://doi.org/10.2307/259286.
Boltanski, L., and L. Thévenot. 2006. On justification: Economies of worth. Princeton, NJ: Princeton University Press.
Bowen, F. 2014. After greenwashing: Symbolic corporate environmentalism and society. Cambridge, UK: Cambridge University Press.
Chang, S., H. J. Oh, J. Lee, and J. Perkins. 2023. “Proof-of-concept study for model-based construction safety diagnosis and management driven by prevention through design.” J. Manage. Eng. 39 (6): 04023044. https://doi.org/10.1061/JMENEA.MEENG-5474.
Chow, P. T., S. O. Cheung, and K. Y. Chan. 2012. “Trust-building in construction contracting: Mechanism and expectation.” Int. J. Project Manage. 30 (8): 927–937. https://doi.org/10.1016/j.ijproman.2012.03.002.
Datta, A., J. Ninan, and S. Sankaran. 2020. “4D visualization to bridge the knowing-doing gap in megaprojects: An Australian case study.” Constr. Econ. Build. 20 (4): 25–41. https://doi.org/10.5130/AJCEB.v20i4.7015.
Delmas, M. A., and V. C. Burbano. 2011. “The drivers of greenwashing.” Calif. Manage. Rev. 54 (1): 64–87. https://doi.org/10.1525/cmr.2011.54.1.64.
Denzin, N. K. 1978. The research act: A theoretical introduction to sociological methods. New Brunswick, NJ: Aldine Transaction.
Doney, P. M., and J. P. Cannon. 1997. “An examination of the nature of trust in buyer–seller relationships.” J. Mark. 61 (2): 35–51. https://doi.org/10.1177/002224299706100203.
Eisenhardt, K. M. 1989. “Building theories from case study research.” Acad. Manage. Rev. 14 (4): 532–550. https://doi.org/10.2307/258557.
Fairclough, N. 1992. “Discourse and text: Linguistic and intertextual analysis within discourse analysis.” Discourse Soc. 3 (2): 193–217. https://doi.org/10.1177/0957926592003002004.
Fischer, S., K. Jaidka, and Y. Lelkes. 2020. “Auditing local news presence on Google News.” Nat. Hum. Behav. 4 (12): 1236–1244. https://doi.org/10.1038/s41562-020-00954-0.
Fox, A. 1974. Beyond contract: Work, power and trust relations. London: Faber & Faberv.
Hebert, M. G. B. 2019. From the arsenal of democracy to 0% financing: Promotional communication at general motors. Champaign, IL: Univ. of Illinois at Urbana-Champaign.
Homans, G. 1961. Social behavior: Its elementary forms. New York: Harcourt, Brace & World.
Kaminsky, J. 2021. “Who are we talking to? Situating construction engineering and management knowledge.” J. Constr. Eng. Manage. 147 (2): 06020003. https://doi.org/10.1061/(ASCE)CO.1943-7862.0001977.
Kim, H. H. 2009. “Networks, information transfer, and status conferral: The role of social capital in income stratification among lawyers.” Sociological Q. 50 (1): 61–87. https://doi.org/10.1111/j.1533-8525.2008.01133.x.
Kozinets, R. V., P. Y. Dolbec, and A. Earley. 2014. “Netnographic analysis: Understanding culture through social media data.” In The SAGE handbook of qualitative data analysis, edited by U. Flick, 262–276. London: SAGE.
Langley, A., E. Bell, P. Bliese, C. LeBaron, and M. Gruber. 2023. “Opening up AMJ’s research methods repertoire.” Acad. Manage. J. 66 (3): 711–719. https://doi.org/10.5465/amj.2023.4003.
Li, K., D. Wang, Z. Sheng, and M. A. Griffin. 2022. “A deep dive into worker psychological well-being in the construction industry: A systematic review and conceptual framework.” J. Manage. Eng. 38 (5): 04022051. https://doi.org/10.1061/(ASCE)ME.1943-5479.0001074.
Li, W., W. Li, V. Seppänen, and T. Koivumäki. 2023. “Effects of greenwashing on financial performance: Moderation through local environmental regulation and media coverage.” Bus. Strategy Environ. 32 (1): 820–841. https://doi.org/10.1002/bse.3177.
Lim, K. H., C. L. Sia, M. K. Lee, and I. Benbasat. 2006. “Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies.” J. Manage. Inf. Syst. 23 (2): 233–266. https://doi.org/10.2753/MIS0742-1222230210.
Lioukas, C. S., and J. J. Reuer. 2015. “Isolating trust outcomes from exchange relationships: Social exchange and learning benefits of prior ties in alliances.” Acad. Manage. J. 58 (6): 1826–1847. https://doi.org/10.5465/amj.2011.0934.
Lord Young of Graffham. 2010. Common sense common safety. London: Cabinet Office.
Lu, C. S., H. Y. Poon, and H. K. Weng. 2018. “A safety marketing stimuli response model of passenger behaviour in the ferry context.” Marit. Bus. Rev. 3 (4): 354–374. https://doi.org/10.1108/MABR-09-2018-0039.
Luo, X. 2002. “Trust production and privacy concerns on the Internet: A framework based on relationship marketing and social exchange theory.” Ind. Mark. Manage. 31 (2): 111–118. https://doi.org/10.1016/S0019-8501(01)00182-1.
Lyon, T. P., and J. W. Maxwell. 2011. “Greenwash: Corporate environmental disclosure under threat of audit.” J. Econ. Manage. Strategy 20 (1): 3–41. https://doi.org/10.1111/j.1530-9134.2010.00282.x.
Lyon, T. P., and A. W. Montgomery. 2015. “The means and end of greenwash.” Organ. Environ. 28 (2): 223–249. https://doi.org/10.1177/1086026615575332.
Maitiniyazi, S., and M. Canavari. 2021. “Understanding Chinese consumers’ safety perceptions of dairy products: A qualitative study.” Br. Food J. 123 (5): 1837–1852. https://doi.org/10.1108/BFJ-04-2019-0252.
Manur, A. 2018. “OPINION | With its Rs 59,000 Crore Budget, Transport Ministry should now focus on safety, speed over new roads. News18.” Accessed April 4, 2022. https://www.news18.com/news/opinion/budget-2018-with-its-rs-59000-crore-fund-transport-ministry-should-now-focus-on-safety-speed-over-new-constructions-1648983.html.
Miles, M. B., A. M. Huberman, and J. Saldaña. 2014. Qualitative data analysis: A methods sourcebook. 3rd ed. Thousand Oaks, CA: SAGE.
Morehouse, B. J., and J. Sonnett. 2010. “Narratives of wildfire: Coverage in four US newspapers, 1999-2003.” Organ. Environ. 23 (4): 379–397. https://doi.org/10.1177/1086026610385901.
Morgan, R. M., and S. D. Hunt. 1994. “The commitment-trust theory of relationship marketing.” J. Mark. 58 (3): 20–38. https://doi.org/10.1177/002224299405800302.
Nævestad, T. O., R. O. Phillips, K. V. Størkersen, A. Laiou, and G. Yannis. 2019. “Safety culture in maritime transport in Norway and Greece: Exploring national, sectorial and organizational influences on unsafe behaviours and work accidents.” Mar. Policy 99 (Aug): 1–13. https://doi.org/10.1016/j.marpol.2018.10.001.
Neal, A., M. A. Griffin, and P. M. Hart. 2000. “The impact of organizational climate on safety climate and individual behaviour.” Saf. Sci. 34 (1–3): 99–109. https://doi.org/10.1016/S0925-7535(00)00008-4.
Ninan, J. 2021. “Construction safety in media: An overview of its interpretation and strategic use.” Int. J. Construct. Manage. 23 (6): 945–953. https://doi.org/10.1080/15623599.2021.1946898.
Ninan, J., S. Clegg, and A. Mahalingam. 2019. “Branding and governmentality for infrastructure megaprojects: The role of social media.” Int. J. Project Manage. 37 (1): 59–72. https://doi.org/10.1016/j.ijproman.2018.10.005.
Ninan, J., and N. Sergeeva. 2021. “Labyrinth of labels: Narrative constructions of promoters and protesters in megaprojects.” Int. J. Project Manage. 39 (5): 496–506. https://doi.org/10.1016/j.ijproman.2021.03.003.
Oswald, D. 2019. “Safety indicators: Questioning the quantitative dominance.” Construct. Manage. Econ. 38 (1): 11–17. https://doi.org/10.1080/01446193.2019.1605184.
Oswald, D., F. Sherratt, S. Smith, and A. Dainty. 2018. “An exploration into the implications of the ‘compensation culture’ on construction safety.” Saf. Sci. 109 (Sep): 294–302. https://doi.org/10.1016/j.ssci.2018.06.009.
Parguel, B., F. Benoit-Moreau, and C. A. Russell. 2015. “Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’.” Int. J. Advertising 34 (1): 107–134. https://doi.org/10.1080/02650487.2014.996116.
Pink, S., D. Tutt, A. Dainty, and A. Gibb. 2010. “Ethnographic methodologies for construction research: Knowing, practice and interventions.” Build. Res. Inf. 38 (6): 647–659. https://doi.org/10.1080/09613218.2010.512193.
Power, M. 1997. The audit society: Rituals of verification. Oxford, UK: Oxford University Press.
Reader, T. W., M. C. Noort, S. Shorrock, and B. Kirwan. 2015. “Safety sans Frontieres: An international safety culture model.” Risk Anal. 35 (5): 770–789. https://doi.org/10.1111/risa.12327.
Saunders, B., J. Sim, T. Kingstone, S. Baker, J. Waterfield, B. Bartlam, H. Burroughs, and C. Jinks. 2018. “Saturation in qualitative research: Exploring its conceptualization and operationalization.” Qual. Quan. 52 (4): 1893–1907. https://doi.org/10.1007/s11135-017-0574-8.
Sawhney, A., R. Agnihotri, and V. Kumar Paul. 2014. “Grand challenges for the Indian construction industry.” Built Environ. Project Asset Manage. 4 (4): 317–334. https://doi.org/10.1108/BEPAM-10-2013-0055.
Schneider, S., and P. Check. 2010. “Read all about it: The role of the media in improving construction safety and health.” J. Saf. Res. 41 (3): 283–287. https://doi.org/10.1016/j.jsr.2010.05.001.
Sergeeva, N., J. Ninan, and D. Oswald. 2022. “Call for papers for the Special paper collection: Novel research methodologies, methods and data in project studies.” Project Leadersh. Soc. 3 (100060): 1–3. https://doi.org/10.1016/j.plas.2022.100060.
Shapira, A., and B. Lyachin. 2009. “Identification and analysis of factors affecting safety on construction sites with tower cranes.” J. Constr. Eng. Manage. 135 (1): 24–33. https://doi.org/10.1061/(ASCE)0733-9364(2009)135:1(24).
Sherratt, F., P. Farrell, and R. Noble. 2013. “UK construction site safety: Discourses of enforcement and engagement.” Construct. Manage. Econ. 31 (6): 623–635. https://doi.org/10.1080/01446193.2012.747689.
Silverman, D. 2021. Doing qualitative research. London: SAGE.
Suchman, M. C. 1995. “Managing legitimacy: Strategic and institutional approaches.” Acad. Manage. Rev. 20 (3): 571–610. https://doi.org/10.2307/258788.
Suddaby, R., and R. Greenwood. 2005. “Rhetorical strategies of legitimacy.” Admin. Sci. Q. 50 (1): 35–67. https://doi.org/10.2189/asqu.2005.50.1.35.
Szabo, S., and J. Webster. 2021. “Perceived greenwashing: The effects of green marketing on environmental and product perceptions.” J. Bus. Ethics 171 (4): 719–739. https://doi.org/10.1007/s10551-020-04461-0.
Tait, R., and D. Walker. 2000. “Motivating the workforce: The value of external health and safety awards.” J. Saf. Res. 31 (4): 243–251. https://doi.org/10.1016/S0022-4375(00)00043-8.
Teo, E. A. L., and Y. Feng. 2010. “The moderated effect of safety investment on safety performance for building projects.” Int. J. Construct. Manage. 10 (3): 45–61. https://doi.org/10.1080/15623599.2010.10773149.
TerraChoice. 2009. “The seven sins of greenwashing.” Accessed April 4, 2022. https://corporatefinanceinstitute.com/resources/knowledge/other/greenwashing/.
Törner, M., and A. Pousette. 2009. “Safety in construction–a comprehensive description of the characteristics of high safety standards in construction work, from the combined perspective of supervisors and experienced workers.” J. Saf. Res. 40 (6): 399–409. https://doi.org/10.1016/j.jsr.2009.09.005.
Vecchio-Sadus, A. M., and S. Griffiths. 2004. “Marketing strategies for enhancing safety culture.” Saf. Sci. 42 (7): 601–619. https://doi.org/10.1016/j.ssci.2003.11.001.
Walshham, G. 1995. “Interpretive case studies in IS research: Nature and method.” Eur. J. Inf. Syst. 4 (2): 74–81. https://doi.org/10.1057/ejis.1995.9.
Wang, X., C. Liu, X. Song, and X. Cui. 2022. “Development of an internet-of-things-based technology system for construction safety hazard prevention.” J. Manage. Eng. 38 (3): 04022009. https://doi.org/10.1061/(ASCE)ME.1943-5479.0001035.
Wilkinson, I. 2002. Anxiety in a “risk” society. New York: Routledge.
Williamson, S. H. 2018. “What’s in the water? How media coverage of corporate genx pollution shapes local understanding of risk.” Crit. Criminol. 26 (2): 289–305. https://doi.org/10.1007/s10612-018-9389-8.
Zucker, L. 1986. “Production of trust: Institutional sources of economic structure: 1840–1920.” In Vol. 8 of Research in organizational behavior, edited by B. Staw and L. Cummings, 53–111. Greenwich, CT: JAI Press.
Information & Authors
Information
Published In
Journal of Management in Engineering
Volume 40 • Issue 4 • July 2024
Copyright
© 2024 American Society of Civil Engineers.
History
Received: Aug 5, 2023
Accepted: Jan 25, 2024
Published online: Apr 12, 2024
Published in print: Jul 1, 2024
Discussion open until: Sep 12, 2024
Authors
Metrics & Citations
Metrics
Citations
Download citation
If you have the appropriate software installed, you can download article citation data to the citation manager of your choice. Simply select your manager software from the list below and click Download.