Unmasking Greenwashing: Analysis of Corporate Communication Practices and Regulatory Framework

Bc. Béatrice KOUBAYOVÁ

Master's thesis

Abstract:

This research, using content analysis answered the question: "To what extent does the Group SEV.EN deploy greenwashing in its communication?" It revealed that Czech energy company, Sev.en, prominently employs greenwashing in its communi-cation strategies, evident across its website, ESG reports, and branding. The use of unrelated visual cues and vague claims suggests a deliberate effort to mislead the public regarding the company's true environmental impact. Sev.en's emphasis on social engagement diverts attention from its continued fossil energy production without decarbonisation plans. Their greenwashing aligns with broader definitions in the literature, including selective disclosure, decoupling, signalling, and legitimacy theory. Notably, Sev.en innovatively combines coal mining with a nature experience in their "Coal Safari." The greenwashing is motivated by both market and non-market drivers, Sev.en's greenwashing is facilitated by insufficient regulatory frameworks.

Abstract:

This research, using content analysis answered the question: "To what extent does the Group SEV.EN deploy greenwashing in its communication?" It revealed that Czech energy company, Sev.en, prominently employs greenwashing in its communi-cation strategies, evident across its website, ESG reports, and branding. The use of unrelated visual cues and vague claims suggests a deliberate effort to mislead the public regarding the company's true environmental impact. Sev.en's emphasis on social engagement diverts attention from its continued fossil energy production without decarbonisation plans. Their greenwashing aligns with broader definitions in the literature, including selective disclosure, decoupling, signalling, and legitimacy theory. Notably, Sev.en innovatively combines coal mining with a nature experience in their "Coal Safari." The greenwashing is motivated by both market and non-market drivers, Sev.en's greenwashing is facilitated by insufficient regulatory frameworks.

Keywords

Greenwashing, Energy sector, Corporate communication, Green marketing, Green Directive

Language used: English

Date on which the thesis was submitted / produced: 29. 5. 2024

Thesis defence

• Supervisor: doc. Mgr. Zdeněk Opršal, Ph.D.

Palacký University Olomouc

Faculty of Science

Master programme / field:
Global Development Policy / Global Development Policy