Social Media as a new Mass Media tool for environmental consciousness; Case study of social media campaign #Kohälsa by Skånemejerier.

Sammanfattning: If people understand how social media works, as an important new element of mass media, they can use social media advertising and social network strategies as a tool for helping environmental awareness in societies and communities. Social media can work as a tool to help consumers and companies detect when companies use greenwashing in their campaigns and in the information delivered about their products and services, to consumers and communities. It is important to inform consumers about the risk and contras of greenwashing and how companies can take advantage of them with misinformation, in order to earn more income. Social media can be utilized as a tool to both greenwash or raise awareness against greenwashing.