Exploring Corporate Sustainability Reporting and the Potential of Greenwashing

Companies are encouraged to disclose their sustainability performance to enhance corporate transparency and accountability. Sustainability reporting is not limited to formal sustainability reports but also extends to social media platforms. This study aims to explore corporate sustainability reporting on social media and the potential for greenwashing. A netnographic approach was employed, utilizing two online communities, Danone Indonesia and Greenpeace Indonesia, to address the research questions. The findings indicate that Danone Indonesia actively uses social media to report on its sustainability activities, with a primary focus on the food and health pillar. While this social media reporting has been well-received by the public and community members, the company still faces negative sentiment regarding its AQUA product line, stemming from allegations of greenwashing linked to claims of "purity" that are perceived as excessive. The public has also highlighted the issue of plastic packaging waste, a concern that has led to complaints against Fast-Moving Consumer Goods (FMCG) manufacturers like Danone Indonesia. Consequently, companies are expected to go beyond merely cultivating an image on social media; they must undertake concrete actions and packaging innovations, supported by synergy among the government, manufacturers, and consumers.