Purpose: By examining media content of LEED-certified buildings, LEED-owned communication, social media, and trade publications, this study aims to contribute to the body of work on issues of authenticity, transparency, and greenwashing in ESG initiatives in the real estate sector.
Methodology: Using a quantitative content analysis, this study systematically coded data to understand the themes and perceptions present in communication about LEED-certified buildings in New York City. Data was collected from January 2019-January 2022.
Findings: Narrative structure of scientific information often leads to greenwashing initiatives. LEED communication is heavily greenwashed but is rarely criticized in media and other outlets.
Originality: A unique, deep analysis of the transparency, authenticity, and persuasive communication strategies employed by an eco-certifying agency in the real estate sector.
Implications: By unearthing the complexities of authenticity, transparency, greenwashing, and narrative structure in media content of LEED, this study demonstrates the need for improved ESG communication programs and the utility of the narrative framework for examining sustainability communication.