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Methodology

The GreenCons Methodology

The GreenCons project adopts a structured and research-driven approach to understanding and combating greenwashing. The methodology combines qualitative analysis, comparative case studies, and digital learning tools, ensuring a comprehensive and practical framework for education and awareness-raising.

📌 Key Methodological Approaches:

    1. Focus Groups – Exploring adult attitudes toward greenwashing

    2. Comparative Case Study Analysis – Investigating real-world corporate greenwashing practices

    3. Digital Learning Development – Creating innovative educational tools for self-learning

Focus Groups: Understanding Consumer Perception

To assess adult attitudes toward greenwashing, a series of focus groups has been conducted. This qualitative research method allows for in-depth discussions on:

      • • How adults interpret corporate sustainability claims

      • • The most common misconceptions about greenwashing

      • • The challenges consumers face in distinguishing real sustainability from misleading marketing

📍 Methodology for Focus Groups:

• Structured discussion script: A standardized set of questions ensures consistency across different countries

• Diverse participant selection: Groups include adults from various backgrounds to reflect different perspectives

• Recorded sessions: Discussions are documented for further analysis and report compilation

Each partner country has organized and analyzed the findings in national reports, later combined into a final consolidated report to compare trends across different regions.

Comparative Case Study Analysis: Investigating Greenwashing Practices

GreenCons examines real-world greenwashing cases, identifying patterns and deceptive strategies used by companies across various industries. This methodological approach follows a structured framework to ensure reliability and comparability.

📍 Steps in the Comparative Analysis:

    1. Literature review – Establishing a research foundation based on previous studies

    2. Development of standardized evaluation criteria – Defining key indicators to assess corporate greenwashing practices

    3. Case study selection – Collecting and analyzing examples from different industries

    4. Comparative analysis – Identifying recurring trends and producing the Greenwashing Practices Report

This approach allows for a systematic understanding of how companies manipulate sustainability narratives and helps in designing consumer awareness strategies.

Digital Learning Development: Tools for Self-Education

GreenCons integrates digital education methodologies to provide accessible and practical learning resources. The project applies collaborative and self-learning strategies, ensuring that adults and education centers can independently develop anti-greenwashing skills.

📍 Key Elements of Digital Learning:

• Set of Key Competences – A framework for adult education centers to build training programs

• Digital training materials – Designed for adaptability across different educational and geographical contexts

• Interactive online platform – Providing structured learning modules in multiple languages

• Pilot testing & validation – Ensuring effectiveness through user feedback before final dissemination

This methodology ensures that anti-greenwashing education is not only informative but also practical and widely accessible, supporting a broader impact beyond the project duration.