The Role of Social Media in Exposing Greenwashing: Consumer Sentiments and Discussions

ABSTRACT This study examines consumer responses to greenwashing on social media, with a focus on X (formerly Twitter), where exaggerated or deceptive environmental claims are subject to heightened public scrutiny. As sustainability becomes a pressing concern, consumers are increasingly holding companies accountable for their environmental messaging. Using topic modeling, content analysis, and sentiment analysis on a large dataset of tweets containing the hashtag #greenwashing, this study reveals how consumers respond emotionally and discursively to such claims. The findings reveal widespread skepticism, with fear and sadness emerging as dominant emotions. Consumers actively seek accountability, share information, and demand corrective action, positioning X as both a site of public learning and a platform for digital activism. These findings have implications for companies seeking to credibly communicate sustainability commitments and underscore the importance of transparency in green marketing strategies.