Selling Sustainability: A Framework for Evaluating Authenticity in Digital Sustainability Communication
(A2026-133331)

AUTHORS

Matthias Werner, University of the Bundeswehr Munich; Tabea Fackelmann, University of the Bundeswehr Munich; Diana Murtagh-Boehm, IU International University of Applied Sciences; Carsten Rennhak, University of the Bundeswehr Munich

ABSTRACT

Although environmental sustainability claims are ubiquitous in digital marketing, greenwashing – misleading or exaggerated environmental communication – remains difficult to detect. Existing approaches rarely integrate multiple communicative levels (text, image, sound), lack clear thresholds to evaluate authenticity, and were not designed for online campaigns. This study proposes and pilots a multimodal, multi-level framework for evaluating greenwashing in digital communication. We have constructed a 10-indicator Greenwashing Scale for product, strategic and corporate messaging, as well as a brief Perceived Greenwashing Scale (PGS-6) for consumers. First, the framework is applied to two illustrative campaigns, then it is pilot-tested with sustainability experts and consumers rating digital claims. The results demonstrate acceptable reliability, a unidimensional PGS-6 and systematic differences between expert and lay evaluations. The framework provides a practical basis for more transparent assessment of digital sustainability communication.