GREENWASHING IN THE CINEMA INDUSTRY

Abstract

My thesis focuses on greenwashing and corporate social responsibility (CSR) in the movie industry. The first chapter provides a review of notion of brand, as well as a brief historical overview of this concept. To set up the discussion on the principles of CSR, this section also investigates the relationship between brand and consumers. In the second chapter, I sketch out the contemporary debate on environmental issues and the rise in consumers’ awareness of the environmental crisis. This will allow me to analyze various industries’ attempts and strategies to address consumers’ environmental concerns and needs. I will also introduce the notion of greenwashing as a common practice in both private companies and the movie industry. To substantiate my work, my third chapter provides two case studies from two film production companies.