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The Communicative Dance of Greenwashing Accusations

Poot, Stephan LU and Eilander, Melissa LU (2022) BUSN49 20221
Department of Business Administration
Abstract
The purpose of this study is to develop a deeper understanding of how organisations use communication as a tool to publicly respond to accusations. We aim to explore whether existing techniques are being used or if new techniques can be discovered.
Abstract (Swedish)
In our theoretical background, we highlight previous literature on corporate social responsibility, sustainability, greenwashing, and corporate responses to accusations as well as the communication techniques used to neutralise accusations and scandals.
Popular Abstract
Our thesis contributes to the literature on the phenomenon that organisations use neutralisation techniques as a part of impression management. Our analysis indicates that there is a certain pattern in the public responses and the following actions after Nestlé is publicly accused of greenwashing. It appears that Nestlé applies several neutralisation techniques, most of which have been described in earlier research frameworks. As not all techniques are covered in existing frameworks, we developed a new conceptual framework covering all the significant response behaviours in regard to greenwashing accusations.
Please use this url to cite or link to this publication:
author
Poot, Stephan LU and Eilander, Melissa LU
supervisor
organization
alternative title
A case study on the public responses of Nestlé to greenwashing accusations
course
BUSN49 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Social Responsibility (CSR), sustainability, greenwashing, accusations, corporate responses, impression management, the scandal effect, neutralisation techniques, communicative dance.
language
English
id
9083794
date added to LUP
2022-06-21 09:26:32
date last changed
2022-06-21 09:26:32
@misc{9083794,
  abstract     = {{The purpose of this study is to develop a deeper understanding of how organisations use communication as a tool to publicly respond to accusations. We aim to explore whether existing techniques are being used or if new techniques can be discovered.}},
  author       = {{Poot, Stephan and Eilander, Melissa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Communicative Dance of Greenwashing Accusations}},
  year         = {{2022}},
}