Research Assistant at UvA: Greenwashing & Sustainability
Keywords: Sustainable marketing strategies, greenwashing, sustainability
In today’s digital age, social media platforms like Instagram have become powerful tools for brands and influencers to showcase their products and ideologies.
In recent years, there has been a growing trend in promoting sustainability and environmental practices. However, there exists a phenomenon known as greenwashing, where companies and influencers may exaggerate or mislead their environmental commitments, leading consumers to develop distorted perceptions of products and brands.
In my participation in the University of Amsterdam’s research on Instagram greenwashing, I conducted an in-depth investigation into how influencers employ sustainable branding strategies. Some use direct textual information, while others utilize symbolic cues such as sounds of forests and backgrounds to create a sustainable image for consumers. We also analyzed the comments on these posts and their reactions to these strategies. Through studying a wide range of influencer content, our aim is to reveal the authenticity of sustainability claims and explore how influencer behavior shapes public perception.
Understanding Greenwashing Tactics
Greenwashing tactics on Instagram vary widely, ranging from subtle image manipulations to blatantly misleading statements. Influencers often utilize bird sounds, grassland images, and green emojis to associate products or brands with environmental sustainability, thereby attracting conscientious consumers seeking ethical products. At times, they incorporate ambiguous statements such as “100% biodegradable packaging” or “we are PETA members,” yet the authenticity of these claims is questionable. Our research uncovered that many of these assertions lack substantial evidence, and in some cases, the mentioned environmental organizations do not even exist. Brands and influencers exploit the absence of post authenticity verification to mold public perception through deceptive statements.
Impact of User Comments and Engagement
User comments play a crucial role in the discourse surrounding greenwashing. They provide insights into public perceptions and skepticism towards brands and influencers. Through sentiment analysis and qualitative assessment of comments on sustainability-promoting posts, we found that consumers often adopt strategies of skepticism and backlash. User interactions and discussions on these posts reveal the effectiveness of influencer strategies and their impact on consumer behavior.
Conclusion: Shaping Ethical Consumerism
This study aims to delve into the authenticity of green marketing strategies and practices by brands and influencers.
The research findings highlight the extent of falsehood in green marketing, far exceeding our initial expectations. I hope that in the future, governments and relevant organizations will enact policies to regulate green marketing, ensuring that conscientious consumers can purchase genuinely eco-friendly and sustainable products.
Personal Motivation
I have a strong sense of social responsibility and a deep-seated environmental awareness from an early age. I have observed an increasing number of brands using brown packaging and claiming sustainability, but how can we verify their authenticity? As an advocate for green and sustainable consumption practices, I strive to ensure that the products I purchase genuinely meet environmental standards.
Through this research, I have gained a deeper understanding of greenwashing behaviors by brands and influencers, and I hope this study will positively impact society and others.