Tesi etd-10042025-160659
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Tipo di tesi
Corso Ordinario Secondo Livello
Autore
ROSSI, OLIMPIA
URN
etd-10042025-160659
Titolo
AI assessment and empirical analysis on Green Claims compliance with the EU Directive 2024/825
Struttura
Classe Scienze Sociali
Corso di studi
SCIENZE ECONOMICHE E MANAGERIALI - SCIENZE ECONOMICHE E MANAGERIALI
Commissione
Tutor Prof. PICCALUGA, ANDREA MARIO CUORE
Relatore Prof. TESTA, FRANCESCO
Presidente Prof. MONETA, ALESSIO
Membro Prof. VANDIN, ANDREA
Membro Prof. TAMAGNI, FEDERICO
Membro Prof. BELLINI, NICOLA
Membro Prof. DADDI, TIBERIO
Membro Dott.ssa POCEK, JASNA
Relatore Prof. TESTA, FRANCESCO
Presidente Prof. MONETA, ALESSIO
Membro Prof. VANDIN, ANDREA
Membro Prof. TAMAGNI, FEDERICO
Membro Prof. BELLINI, NICOLA
Membro Prof. DADDI, TIBERIO
Membro Dott.ssa POCEK, JASNA
Parole chiave
- AI Evaluation tool
- Green Claims
- Green communication
- Greenwashing
Data inizio appello
27/11/2025;
Disponibilità
completa
Riassunto analitico
In a context where firms increasingly communicate their environmental commitment, packaging has become a crucial channel for sustainability information. Since consumers rely on packaging as a primary source of product knowledge, green claims play a decisive role but are also highly exposed to greenwashing. Building on Stakeholder Theory and Signalling Theory, this study investigates why some firms communicate sustainability on packaging in a correct and compliant way, while others adopt vague or misleading claims. Using an AI-based tool developed to assess compliance with the EU Directive 2024/825, 196 claims from Italian FMCG products were analysed. Results show that products belonging to sustainable legs display higher correctness, whereas voluntary certifications (B Corp or Global Compact) are associated with lower accuracy, suggesting a symbolic communication strategy. ESG performance and product commercial relevance have no significant effects. Overall, the results show that correct sustainability communication on packaging is driven mainly by communication choices and audience expectations, rather than by corporate sustainability indicators. Ahead of the enforcement of Directive 2024/825, firms will need to place greater attention on transparent and well-substantiated claims, ensuring that packaging communication reflects both regulatory requirements and consumers’ demand for trustworthy information.
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