Green brands & Greenwashing: A narrative journey towards legitimacy

Sammanfattning

The aim of this thesis is to develop knowledge and identify legitimacy attempts for green brands to construct themselves in order to circumvent greenwashing challenges. The researcher studied the promotional content of Patagonia and the Slovenia destination brand (I Feel Slovenia) based on a pragmatic and moral legitimacy framework, supported by narrative analysis. Results showed that green brands need to develop emotional connections with consumers and environmental sustainability through narrative. It contributes to being perceived as authentic and trustworthy, which may prevent greenwashing accusations. To develop this emotional bond, findings showed green brands should monitor their actions, educate their consumers, interact with them, and involved them in green actions. For brands committed to environmental sustainability, it is highly valuable to be perceived as trustworthy and meaningful to consumers. From an organizational perspective, legitimacy is an integral part of brands’ success and essential for carrying out their mission as environmental actors. There is a need for brands to take responsible action and guide consumers towards greener practices to preserve our environment. The analysis offers a new approach to looking at green brands’ communication and their strategies to navigate greenwashing challenges. It also provides examples of what a green brand can communicate about, to try to come across as legitimate.