If You Blog, Will They Follow? Using Online Media to Set the Agenda for Consumer Concerns on “Greenwashed” Environmental Claims

What is it about?

How do people decide that a message has been "greenwashed" ? Is it related to the idea of "greenwashing" discussed on newspaper blogs, articles or other online discussions?

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Why is it important?

We identify "themes" relating to greenwashing from different online forums and see if there is a causal relationship.