Creating an antecedent to greenwashing through prebunking (2022)

The prevalence of companies’ strategic messaging related to the environment – often showcasing how their organization, products, and/or services are environmentally responsible – is unsurprising. However, such messaging can become problematic when it (inadvertently) misleads consumers. Recently, there has been increased attention to (dis/mis)information within public relations research and practice. Companies’ environmental communication efforts can become (dis/mis)information, as demonstrated by greenwashing strategies used by corporations. This project looks at how prebunking communication strategies, which can forewarn individuals of greenwashing efforts and provide counterarguing points to said messages, can thwart the adverse effects of greenwashing on environmental legitimacy when published on social media.