Identifying indicators of greenwashing and authenticity in CSR communication: A conceptual review and proposed analytical frameworks

Growing stakeholder pressure for corporate social and environmental responsibility (CSR) has made CSR communication ubiquitous. However, this has also increased the risk of greenwashing which is understood as misleading claims about genuine environmental commitment. This article aims to identify key indicators of greenwashing and CSR authenticity. Then it explores how a complementary analytical framework based on these indicators can be developed and structured to support a holistic assessment of the credibility of CSR communication. The article uses a systematic literature review and a conceptual synthesis of theories, typologies, and assessment models. It argues that CSR communication can be assessed using observable signals. Accordingly, two complementary analytical frameworks are presented. The first systematises the dimensions and indicators of greenwashing, while the second focuses on the dimensions and indicators of CSR authenticity. The proposed approach offers a basis for a tool for researchers, practitioners and regulators to evaluate CSR communications, promoting transparency and corporate responsibility critically.

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