From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media

In view of increasing demand for environmental initiatives from consumers, corporations have actively created green advertising to demonstrate their commitment to the environment. This study conducted a systematic content analysis of green advertising by leading global corporations on social media in 2019, 2020, and 2021. By replicating and extending the seminal study by Carlson, Grove, and Kangun in 1993, we explored changes in green advertising and deceptiveness of advertising claims and executional framework. Although corporations responded to consumer demand by actively promoting their efforts with regard to the environment, more than 70% of the claims were misleading. The findings contribute to green advertising literature not only by providing evidence of greenwashing in recent years but also by suggesting that advertisers and lawmakers take proactive steps when designing green advertising.