This thesis uses Fairclough’s three-dimensional model for critical discourse analysis to investigate the newly ratified EU directive Empowering the Consumers for a Green Transition (ECGT). By using the fundamental philosophical assumptions of discourse analysis, framing theory, and active audience theory, the thesis investigates how the notions of greenwashing and consumers are discursively constructed in the directive. As well as how solutions to combating greenwashing are discursively constructed. The thesis finds that greenwashing is mainly constructed as a communication-related phenomenon using misleading explicit claims in corporate and organizational communication. Furthermore, greenwashing is constituted as a misleading communication and unfair market practice rather than being related to environmental aspects. When it comes to consumers, they are attributed a key role in driving the green transition of the EU region. However, as an audience, they also lack empowerment due to their lack of inability to assess environmental claims in media texts critically. Moreover, the proposed solutions and strategies for combating greenwashing should be implemented so that it does not affect the current market mechanism. While greenwashing communication should be prohibited according to the directive, the document does not address how identified negative consumption patterns should be altered. However, the directive leaves out several greenwashing communication strategies currently being used on the market. Leaving a potential loophole for latent and more sophisticated greenwashing practices to continue. Thus implicating the EU’s explicit goal to achieve a green transition and the reduction of misleading communication practices related to the environment in the region.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68378 |
| Date | January 2024 |
| Creators | Bylund, Karin |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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