The new normal of corporate sustainability: A post-pandemic perspective on greenwashing discourse and manager perceptions

Amidst the unprecedented economic backdrop of a global pandemic, the intricate web of greenwashing discourse in times of fake news has woven its threads into the fabric of corporate sustainability, reshaping managers’ perceptions and challenging their attitudes toward sustainable decision-making. In a two-phase qualitative study, this research explores the impact of greenwashing discourse on managers’ perceptions and attitudes toward sustainability post pandemic in France. The results reveal a disconnection between external greenwashing discourse and the managerial mindset, as claims of greenwashing are often linked to “fake news.” Furthermore, the study shows that the pandemic has shifted the spotlight onto financial concerns, overshadowing sustainability in strategic decision-making and thereby altering the landscape of corporate responsibility. Going beyond the conventional focus on consumers and clients, this study aims to fill a critical gap in greenwashing research by examining the impact on different stakeholders. In this investigation, we aim to contribute to research on greenwashing discourse by offering more comprehensive understanding of the complexities and nuances involved in managerial perceptions of the discourse and sustainability initiatives in an era marked by unprecedent challenges.