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EMAC 2024 Annual


Greenwashing and Social Media: An Examination of Consumer Responses on Twitter
(A2024-118445)

Published: May 28, 2024

AUTHORS

Mitra Salimi, University of Jyväskylä; Francesco Tuscolano, Knime; Outi Niininen, University of Jyvaskyla; Outi Uusitalo, University of Jyväskylä

ABSTRACT

This study examines how consumers react to greenwashing in social media, particularly on Twitter. Greenwashing is a form of marketing practice involving deceptive or exaggerated environmental statements to mislead consumers. Using a topic modeling technique, this study analyzes a dataset of tweets containing the hashtag greenwashing and conducts a content and sentiment analysis of a large sample of tweets to understand consumers' sentiments and responses to greenwashing. The findings suggest that consumers are highly skeptical of greenwashing and often express fear and sadness in their tweets. Consumers demonstrate a strong desire for corrective actions and are highly receptive to new information. Moreover, Twitter serves as a platform for consumers to share information, educate others, and hold companies accountable for their environmental claims. These findings have implications for companies seeking to engage environmentally conscious consumers and highlight the need for greater accountability and transparency in green marketing strategies.