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Title: Greenwashing a les xarxes socials: un estudi sobre com Banco Santander, Endesa i Repsol netegen la seva imatge a través dels seus perfils d’Instagram
Author: López Rodríguez, Alba  
Tutor: Navarro, Celina  
Keywords: greenwashing
social networks
Issue Date: 9-Jan-2023
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Main objective: to study how companies involved in climate change are using their Instagram profiles as a showcase to wash their image in the field of sustainability and environment. Subject of study: Instagram profiles of Banco Santander, Endesa and Repsol and greenwashing (communication strategy of a company about its performance in environmental terms, disconnected from a real substantial action). Methodology: the research was carried out through content analysis. Conclusions: Companies with a more visible link to climate change use more greenwashing than companies with a more hidden relationship. The amount of sustainability posts has increased to Instagram profiles in recent years. When a company has a considerable volume of business related to renewable energy, the detection of greenwashing is more difficult and users have a good attitude towards this type of publications. A company that is very easily identified as harmful for the environment, such as oil companies, is more punished in posts with a green message.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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