Eco-Ideology or Marketing Strategy? A CDA of Greenwashing in Global Fast-Food Brands’ Sustainability Reports

Abstract

This study critically examines the sustainability discourse of global fast-food brands, focusing on McDonald’s and KFC, to determine whether their environmental claims reflect genuine eco-ideology or strategic greenwashing. Employing Fairclough’s three-dimensional Critical Discourse Analysis (CDA), the research analyzes the 2024 sustainability and corporate citizenship reports of both companies. Data were collected through purposive sampling of official, publicly accessible reports, with all sections containing environmental claims extracted for detailed examination. The analysis involved three stages: textual description, which explored linguistic features such as modal verbs, quantification, evaluative language, and intertextual references; interpretation of discursive practices, which examined genre conventions, rhetorical strategies, and selective transparency; and socio-cultural explanation, which contextualized the discourse within global environmental norms, corporate branding strategies, and industry pressures. Findings reveal that both McDonald’s and KFC employ sophisticated discursive strategies to construct an image of environmental responsibility. While authentic eco-ideological elements are evident, such as certified sourcing policies and measurable emissions reduction targets, the pervasive use of aspirational language, forward-looking modality, and selective reporting indicates a strategic marketing orientation that blends genuine environmental action with image management. The study underscores the dual function of sustainability reporting in the fast-food industry: communicating environmental responsibility and enhancing corporate legitimacy. The results highlight the need for critical stakeholder engagement and suggest that policymakers, investors, and consumers should evaluate corporate environmental claims carefully to distinguish substantive initiatives from symbolic or promotional discourse.