Publication Date

Spring 2025

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Journalism and Mass Communications

Advisor

Nisha Garud Patkar; Michael Brito; Stacy Hendler-Ross

Abstract

Greenwashing, the practice of misleading consumers about a company’s environmental practices, has become a growing phenomenon as businesses seek to appeal to eco-conscious consumers. This thesis examines greenwashing as a form of disinformation through a content analysis of news media coverage surrounding three major greenwashing scandals: Volkswagen, Coca-Cola, and H&M. Using BrandWatch software, 300 news articles (100 per company) published within two years after each greenwashing lawsuit were collected. Sentiment analysis and variables grounded in Blame Attribution Theory were examined, alongside other variables: Use of Strong Accusatory Language Implying Disinformation and Impact score. The study found no significant differences in negative sentiment across cases, suggesting consistent media framing. However, the presence of Strong Accusatory Language Implying Disinformation was found to be correlated with negative sentiment. This research contributes to discussions on consumer protection, and corporate transparency, offering insights for consumers and marketers navigating the growing intersection of environmental responsibility and brand messaging. Media literacy education is encouraged as a means for consumers to combat greenwashing.

Download

Available for download on Saturday, August 07, 2027

Share

COinS