Unraveling Greenwashing Awareness: A Narrative Case Study among Miriam College High School Students

Document Types

Paper Presentation

School Name

Miriam College

Track or Strand

Science, Technology, Engineering, and Mathematics (STEM)

Research Advisor (Last Name, First Name, Middle Initial)

Pacifico, Eunice G.

Start Date

23-6-2025 3:30 PM

End Date

23-6-2025 5:00 PM

Zoom Link/ Room Assignment

Y304

Abstract/Executive Summary

Greenwashing is a deceptive marketing tactic involving false eco-friendly claims regarding products or services. Since this topic is not well-versed, especially within the high school student context, this study aims to assess the greenwashing awareness of Miriam College High School (MCHS) students and the factors that contribute to it. This was done by utilizing a focus group discussion (FGD) as the main data gathering instrument, with a pre-survey beforehand to classify which focus group the students belong to. After conducting focus group discussions, the significant factors that lead to high and low greenwashing awareness were identified; for those with high awareness, they involve school and social media, and for those with low awareness, they are school, social media, term uncommonality, and how influential brands and labels can be. These findings suggest that schools and social media are key platforms in shaping high school students’ greenwashing awareness and other crucial information. However, despite the varying levels of greenwashing awareness, with low awareness taking precedence, all participants agreed that greenwashing and similar concepts should be discussed more at Miriam College. Ultimately, this study highlights the importance of environmental education and how its inclusion in the curriculum can influence students' awareness of greenwashing.

Keywords

greenwashing, level of awareness, eco-friendly, social media, curriculum

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Sustainability, Environment, and Energy (SEE)

Statement of Originality

yes

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Jun 23rd, 3:30 PM Jun 23rd, 5:00 PM

Unraveling Greenwashing Awareness: A Narrative Case Study among Miriam College High School Students

Greenwashing is a deceptive marketing tactic involving false eco-friendly claims regarding products or services. Since this topic is not well-versed, especially within the high school student context, this study aims to assess the greenwashing awareness of Miriam College High School (MCHS) students and the factors that contribute to it. This was done by utilizing a focus group discussion (FGD) as the main data gathering instrument, with a pre-survey beforehand to classify which focus group the students belong to. After conducting focus group discussions, the significant factors that lead to high and low greenwashing awareness were identified; for those with high awareness, they involve school and social media, and for those with low awareness, they are school, social media, term uncommonality, and how influential brands and labels can be. These findings suggest that schools and social media are key platforms in shaping high school students’ greenwashing awareness and other crucial information. However, despite the varying levels of greenwashing awareness, with low awareness taking precedence, all participants agreed that greenwashing and similar concepts should be discussed more at Miriam College. Ultimately, this study highlights the importance of environmental education and how its inclusion in the curriculum can influence students' awareness of greenwashing.

https://animorepository.dlsu.edu.ph/conf_shsrescon/2025/paper_see/6