Visual Greenwashing and Regulatory Adherence: A Content Analysis of Green Claims in the Indian Media and Policy Suggestions
DOI:
https://doi.org/10.69980/en8y5a07Keywords:
Greenwashing, Content Analysis, Claim specificity, Dual Coding theory, Green Halo EffectAbstract
The research paper carries out an empirical analysis to evaluate the intent and execution of green advertisements in India. This study content analyses green advertisements in the Indian media examining claim characteristics, message dimensions, copy and situational points using NVivo software. The multimodal analysis employs the Carlson matrix and Terra Choice framework, and expanded image-centric research to include audio-video content from the social media platforms. Based on Dual Coding theory, findings demonstrate strong interaction effects among textual claims, strategic capitalization employing green logos and traces of country of origin. Results confirm that image-based green claims, visual greenwashing, and shallow appeals that focus on eco-symbolism are the most prevalent. Cross-platform analysis shows that higher frequency on Earth Day especially on social media handles. The results make important theoretical contributions by applying the Green Halo Effect to emerging markets and showing how claim type and customer perception interact. An emerging nation where economic advancement precedes environmental harm, findings exhibit alarming lacunas in Indian green legislation. The meagre presence of third-party logos, mostly illegitimate, underscores the urgent need for more credible green advertising. The paper acts as a guide to the green advertisers on how to curb scepticism and provides policy recommendations in light of interventions like consumer literacy and carbon labelling. This study is a novel attempt to analyse the impact of 2024 Guidelines for the Prevention and Regulation of Greenwashing Environmental Claims in India; emphasising that regulation is in place, but enforcement and measurable outcomes are still developing.
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