The Mismatch Between Green Words and Actions

Sammanfattning: The increased access to information as a result of digitalization has made it easier to share valuable knowledge. However, simultaneously it has also facilitated the spread of misleading concepts such as fake news and greenwashing. Due to increased consumer demand for companies to take action within sustainability, there is no shortage of words promising such action. Companies may frame themselves as being sustainable through statements with little concern for the truth. Such communication can be categorized as pseudo-profound bullshit, which is defined by its vagueness, hiding the fact that it lacks meaning. This thesis aims to understand further what contributes to the phenomenon of pseudo-profound bullshit being accepted and going undetected. Through a quantitative study, the authors investigate how the human and situational factors, cognitive ability, cynicism, skepticism, and perceived knowledge influence individuals' receptivity to pseudo-profound bullshit related to sustainability in business communication. The results showed no significant differences in receptivity towards pseudo-profound bullshit statements compared to real statements. However, it was found that cognitive ability and skepticism exhibits a tendency to affect differences in bullshit receptivity.