Publication Date
Spring 2025
Abstract
As environmental concerns increasingly influence consumer behavior and regulatory policy, corporations face growing pressure to demonstrate sustainability. In response, some firms engage in greenwashing—the practice of exaggerating or misrepresenting environmental initiatives to appear more sustainable than they are. The automotive industry, responsible for a significant share of global carbon emissions, is particularly vulnerable to this practice amid its transition to electric vehicles. This study evaluates the credibility of environmental claims made by Tesla, Volkswagen, and Toyota using an Artificial Intelligence (AI)-assisted content analysis of proprietary and non-proprietary data sources. AI was employed to systematically assess and score company performance across nine sustainability indicators. Findings reveal that Volkswagen consistently outperformed its peers, while Tesla exhibited a statistically significant gap in claim substantiation, with external assessments more favorable than internal disclosures. Toyota displayed moderate performance but demonstrated weaknesses in transparency. Beyond the specific company insights, the study also highlights the utility and limitations of AI-assisted methodologies in sustainability research, offering scalable, replicable insights while remaining sensitive to issues of data quality and interpretation. These results support the need for policy interventions, including third-party audit mandates, anti-greenwashing regulations, and improved supply chain disclosure standards.
Recommended Citation
Keyser, Sophie, "Detecting Greenwashing in the Automotive Sector: Unpacking Greenwashing in Tesla, Volkswagen, and Toyota Through AI-Assisted ESG Evaluation" (2025). Portugal: Sustainability and Environmental Justice. 9.
https://digitalcollections.sit.edu/por/9