THE IMPACT OF SOCIAL MEDIA ON ESG THROUGH THE LENS OF GREENWASHING
Abstract:
Modern organizations use keywords that describe sustainable and environmentally friendly behavior to meet promises made to green consumers and gain an advantage over competitors. Organizations may face reputational damage due to issues such as complaints from customers, legal cases, or actions that harm the environment. It is not rare that public statements of organizations toward their green behavior are not supported with their credible actions, so phrases “climate neutrality”, “net zero commitment” and others are just claims that follow the trend to be eco-friendly and acceptable in ESG standards. If organizations only follow the trend and use marketing campaigns to show that they are committed to sustainability, there is a high likelihood that we will engage in the greenwashing practice of those organizations. In the paper, authors make a breakdown regarding notable global greenwashing examples focusing on litigation cases which take origin from social media ads.
CITATION:
IEEE format
V. Mirković, M. Iliev Matić, “The Impact of Social Media on ESG Through the Lens of Greenwashing,” in FINIZ 2024 - Social Media and Contemporary Business, Belgrade, Singidunum University, Serbia, 2024, pp. 109-114. doi: 10.15308/finiz-2024-109-114
APA format
Mirković, V., Iliev Matić, M. (2024). The Impact of Social Media on ESG Through the Lens of Greenwashing. Paper presented at FINIZ 2024 - Social Media and Contemporary Business. doi:10.15308/finiz-2024-109-114
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