Shell: A Document and Instagram analysis for Greenwashing

Gkotsi, Alexandra ; Pitkänen, Aino Juulia

4. Term

Urban, Energy and Environmental Planning, Master

2023

2023-06-02

103

Denne kandidatopgave undersøger, om og hvordan greenwashing forekommer i Shells bæredygtighedskommunikation i det seneste årti. Med Shell som casestudie gennemføres en systematisk indholdsanalyse af selskabets Sustainability Reports 2013–2022 og offentlige Instagram-opslag 2013–2023. Greenwashing-udsagn identificeres og kategoriseres ved hjælp af rammeværket fra Nemes m.fl. (2022), og resultaterne sættes i relation til miljøkommunikationsteori for at formulere forbedringsforslag. Analysen finder i alt 160 greenwashing-udsagn i rapporterne og 27 på Instagram; 2022-rapporten har det laveste antal (8). Den mest udbredte kategori er selektiv offentliggørelse, efterfulgt af ingen bevis og uklarhed. På baggrund af teori og resultater anbefales det, at Shell anvender klar og præcis sprogbrug, opstiller realistiske kortsigtede mål for at øge transparensen, styrker gensidig læring og samarbejde med partnere samt inviterer eksterne eksperter til uddannende seminarer for at øge interessenters miljøkompetencer og derved reducere risikoen for greenwashing.

This master’s thesis examines whether and how greenwashing appears in Shell’s sustainability communication over the past decade. Using Shell as a case, it conducts a systematic content analysis of the company’s Sustainability Reports (2013–2022) and public Instagram posts (2013–2023). Greenwashing claims are identified and categorized with the framework by Nemes et al. (2022), and environmental communication theory is applied to develop recommendations. The analysis finds a total of 160 greenwashing claims in the reports and 27 on Instagram; the 2022 report records the lowest number (8). The predominant category is selective disclosure, followed by no proof and vagueness. Based on theory and findings, the thesis recommends clearer and more concise language, realistic short-term goals to enhance transparency, mutual learning and collaboration with partners, and expert-led seminars to build stakeholders’ environmental literacy and reduce greenwashing.

[This summary has been generated with the help of AI directly from the project (PDF)]

Greenwashing ; Sustainability reporting ; Environmental communication theory ; oil and gas company ; Shell

Download
View record in AAU Student Projects