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Washing dirty laundry: A corpus linguistic analysis of fashion firms’ webpage sustainability discourse

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Washing dirty laundry: A corpus linguistic analysis of fashion firms’ webpage sustainability discourse. / Tao, Yingnian; Ryan, Mark.
In: International Journal of Business Communication, 22.05.2025.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Tao, Y & Ryan, M 2025, 'Washing dirty laundry: A corpus linguistic analysis of fashion firms’ webpage sustainability discourse', International Journal of Business Communication. https://doi.org/10.1177/23294884251336358

APA

Tao, Y., & Ryan, M. (2025). Washing dirty laundry: A corpus linguistic analysis of fashion firms’ webpage sustainability discourse. International Journal of Business Communication. Advance online publication. https://doi.org/10.1177/23294884251336358

Vancouver

Tao Y, Ryan M. Washing dirty laundry: A corpus linguistic analysis of fashion firms’ webpage sustainability discourse. International Journal of Business Communication. 2025 May 22. Epub 2025 May 22. doi: 10.1177/23294884251336358

Author

Tao, Yingnian ; Ryan, Mark. / Washing dirty laundry : A corpus linguistic analysis of fashion firms’ webpage sustainability discourse. In: International Journal of Business Communication. 2025.

Bibtex

@article{9e6d2942f73247fd9c736fd0ee851dc2,
title = "Washing dirty laundry: A corpus linguistic analysis of fashion firms{\textquoteright} webpage sustainability discourse",
abstract = "This study analyzed and compared the sustainability discourse on websites of fashion firms judged as high-rated or low-rated in sustainability ratings by an independent verification body using corpus linguistic techniques. We found that while both types of firms showcase their environmental and social performances to represent a sustainable image, they differ significantly in various aspects. High-rated firms proactively disclose details on workers{\textquoteright} wages and their environmental impacts and reveal hidden industry norms to drive a change from within the industry. Contrarily, low-rated firms are vague about disclosing details regarding workers{\textquoteright} wages and advocate consumer-driven and market-based solutions for industry problems, highlighting a multi-stakeholder approach. We argue that what separates high and low-rated firms regarding their sustainability discourse is their level of transparency and their attitude toward industry-wide problems. We summarize a list of potential greenwashing indicators based on these findings.",
keywords = "greenwashing, sustainability discourse, transparency, fashion industry, wage, social sustainability, corpus linguistics",
author = "Yingnian Tao and Mark Ryan",
year = "2025",
month = may,
day = "22",
doi = "10.1177/23294884251336358",
language = "English",
journal = "International Journal of Business Communication",
issn = "2329-4884",
publisher = "SAGE Publications Inc.",

}

RIS

TY - JOUR

T1 - Washing dirty laundry

T2 - A corpus linguistic analysis of fashion firms’ webpage sustainability discourse

AU - Tao, Yingnian

AU - Ryan, Mark

PY - 2025/5/22

Y1 - 2025/5/22

N2 - This study analyzed and compared the sustainability discourse on websites of fashion firms judged as high-rated or low-rated in sustainability ratings by an independent verification body using corpus linguistic techniques. We found that while both types of firms showcase their environmental and social performances to represent a sustainable image, they differ significantly in various aspects. High-rated firms proactively disclose details on workers’ wages and their environmental impacts and reveal hidden industry norms to drive a change from within the industry. Contrarily, low-rated firms are vague about disclosing details regarding workers’ wages and advocate consumer-driven and market-based solutions for industry problems, highlighting a multi-stakeholder approach. We argue that what separates high and low-rated firms regarding their sustainability discourse is their level of transparency and their attitude toward industry-wide problems. We summarize a list of potential greenwashing indicators based on these findings.

AB - This study analyzed and compared the sustainability discourse on websites of fashion firms judged as high-rated or low-rated in sustainability ratings by an independent verification body using corpus linguistic techniques. We found that while both types of firms showcase their environmental and social performances to represent a sustainable image, they differ significantly in various aspects. High-rated firms proactively disclose details on workers’ wages and their environmental impacts and reveal hidden industry norms to drive a change from within the industry. Contrarily, low-rated firms are vague about disclosing details regarding workers’ wages and advocate consumer-driven and market-based solutions for industry problems, highlighting a multi-stakeholder approach. We argue that what separates high and low-rated firms regarding their sustainability discourse is their level of transparency and their attitude toward industry-wide problems. We summarize a list of potential greenwashing indicators based on these findings.

KW - greenwashing

KW - sustainability discourse

KW - transparency

KW - fashion industry

KW - wage

KW - social sustainability

KW - corpus linguistics

U2 - 10.1177/23294884251336358

DO - 10.1177/23294884251336358

M3 - Journal article

JO - International Journal of Business Communication

JF - International Journal of Business Communication

SN - 2329-4884

ER -