ソ　カンフン   SEO Ganghoon   徐　康勲    所属   広島修道大学  商学部    職種   教授
発表年月日	2025/02/28
発表テーマ	グリーンウォッシュの言語構造に関する研究
会議名	LMW研究会
学会区分	国内的な研究会・シンポジウム等
発表形式	口頭（一般）
単独共同区分	単独
発表者・共同発表者	徐　康勲
概要	In recent years, rapid environmental degradation and climate change have heightened public concern about the ecological impact of corporate activities. There is growing demand for firms to take greater responsibility, along with increasing scholarly attention to the theme of environmental sustainability in marketing research. In response, many companies are making ongoing efforts to reduce their environmental footprint in the production and distribution of goods and services, and are strategically communicating these efforts to stakeholders. However, this has also led to the emergence of greenwashing—where companies exaggerate or misrepresent their environmental initiatives. While the phenomenon of greenwashing has received increasing academic interest within the field of green marketing, there remains a lack of understanding regarding the specific linguistic structures through which greenwashing is articulated, as well as how these messages are emotionally perceived by stakeholders. This gap reflects both a conceptual ambiguity surrounding what constitutes greenwashing and a lack of objective tools to measure and manage it effectively. Moreover, existing studies on greenwashing have predominantly relied on surveys and case studies, resulting in notable methodological limitations. To address these issues, the present study applies text mining techniques to analyze newspaper articles—public-facing texts that reflect the perceptions of a broad range of stakeholders. Specifically, this research conducts frequency analysis, co-occurrence network analysis, and sentiment analysis on articles mentioning the term "greenwashing," with the aim of quantifying its linguistic features and associated emotional responses. This study makes several theoretical contributions. By clarifying the linguistic patterns associated with greenwashing, it proposes clearer criteria for identifying the phenomenon and provides a foundation for the development of greenwashing measurement scales. It also reveals how greenwashing is emotionally received by stakeholders. Practically, the findings offer insights for organizational decision-makers, helping them to better understand, critically reflect upon, and proactively manage greenwashing risks. Keyword: Green Marketing, Greenwashing, Content Analysis, News Article Analysis, Environmental Communication, Greenwashing Detection