KOMUNIKACIJA ODRŽIVOSTI I FENOMEN GREENWASHINGA U DIGITALNOJ ERI / SUSTAINABILITY COMMUNICATION AND THE PHENOMENON OF GREENWASHING IN THE DIGITAL ERA

Abstract

In recent years, the concept of sustainable development has appeared more frequently in the public sphere, especially in digital media. Although sustainability is widely discussed, it often seems that the public does not clearly understand what it actually means. The motivation for this research comes from the gap between the increasing communication about sustainability and the real understanding of this concept, as well as the lack of accessible literature in our language.The aim of this paper is to investigate how digital media influence sustainability communication and to what extent they contribute to the emergence or recognition of greenwashing, a practice in which companies or organizations present themselves as more environmentally responsible than they actually are. The research is based on a review of relevant literature in the fields of sustainability communication and digital media, while the empirical part combines content analysis of organizational messages in the digital space with a survey on people's ability to recognize greenwashing. The expected results suggest that digital media, while increasing the visibility of sustainability topics, simultaneously create space for selective presentation and potential manipulation. The significance of this paper lies in its contribution to a better understanding of sustainable development and in encouraging a more critical public attitude toward environmental claims in the digital space.