Greenwashing and Brand Perception- A consumer sentiment analysis on organisations accused of greenwashing

Baxter, K., Ghandour, R. and Histon, W. 2023. Greenwashing and Brand Perception- A consumer sentiment analysis on organisations accused of greenwashing. International Journal of Internet Marketing and Advertising. 130100. https://doi.org/10.1504/IJIMA.2023.10060121

TitleGreenwashing and Brand Perception- A consumer sentiment analysis on organisations accused of greenwashing
TypeJournal article
AuthorsBaxter, K., Ghandour, R. and Histon, W.
Abstract

This study analyses public sentiment from data mining twitter posts, both before and after greenwashing accusations were proven against eight established, well-known brands. The purpose of the exploration is to discover the extent to which greenwashing practice has a detrimental effect upon the consumer brand relationship. This effect is measured through customer comments via sentiment analysis. Applying data scraping techniques, data mining and sentiment analysis the authors measured the differences in consumer sentiment and positioning towards brands before and after the greenwashing scandals. Findings revealed that most brands showed a reduction in the number of Tweets directly after the greenwashing ruling. We apply brand transgression theory to explain our findings, which could be interpreted as consumer avoidance, in short, less engagement with the brand is evident, demonstrating consumer disapproval. Negative sentiment increased in the Tweets analysed, post greenwashing ruling for all brands, however, surprisingly, consumer trust with the brands was not altered and actually increased in the majority of cases.

Keywordsgreenwashing
advertisement
consumer
social media
twitter
data mining
sentiment analysis
brand transgression
Article number130100
JournalInternational Journal of Internet Marketing and Advertising
ISSN1741-8100
1477-5212
Year2023
PublisherInderScience
Digital Object Identifier (DOI)https://doi.org/10.1504/IJIMA.2023.10060121

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