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In page Greenwashing:

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One reason to establish greenscamming organizations is that openly communicating the benefits of activities that damage the environment is difficult. Sociologist Charles Harper stresses that marketing a group called "Coalition to Trash the Environment for Profit" would be difficult. Anti-environment initiatives, therefore, must give their front organizations deliberately deceptive names if they want to be successful, as surveys[citation needed] show that environmental protection has a social consensus. However, the danger of being exposed as an anti-environmental initiative entails a considerable risk that the greenscamming activities will backfire and be counterproductive for the initiators.[4]