Title: Avoiding the greenwashing trap: between CSR communication and stakeholder engagement

Authors: Agostino Vollero; Maria Palazzo; Alfonso Siano; Wim J.L. Elving

Addresses: Department of Political, Social and Communication Sciences, University of Salerno, Via Giovanni Paolo II, 132, 84084 Fisciano (SA), Italy ' Department of Political, Social and Communication Sciences, University of Salerno, Via Giovanni Paolo II, 132, 84084 Fisciano (SA), Italy ' Department of Political, Social and Communication Sciences, University of Salerno, Via Giovanni Paolo II, 132, 84084 Fisciano (SA), Italy ' ASCoR, Amsterdam School of Communication Research, IE University, Madrid, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands

Abstract: The paper analyses key elements of communication that may lead to accusations that a company is engaging in practices of greenwashing failing to create stakeholder engagement. According to sensemaking and sensegiving approaches, the theoretical foundations that underpin the concepts of corporate social responsibility (CSR) communication and greenwashing practices are explored and a comparison between two energy companies in the Italian and Dutch context is set up for exploratory purpose. The integration of a company's strategic CSR approach and its communication practices may help to enhance effective stakeholder engagement, prevent accusations of greenwashing and avert the negative associated consequences (e.g., scepticism among stakeholders). The research provides a theoretical contribution to CSR communication by identifying several pitfalls that can lead to the appearance of greenwashing and provides caveats for the further development of both theory and managerial practices.

Keywords: greenwashing; CSR communication; corporate social responsibility; stakeholder engagement; energy industry; communication ideal; CSR structure identification; strategic communication tasks; corporate communication styles; Italy; The Netherlands.

DOI: 10.1504/IJISD.2016.075542

International Journal of Innovation and Sustainable Development, 2016 Vol.10 No.2, pp.120 - 140

Received: 04 Dec 2014
Accepted: 18 Mar 2015

Published online: 28 Mar 2016 *

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