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The purpose of the study is to examine the relevance and application of green communication in management of the risks associated with moral outrage inducing crises. The study aims to identify how green communication mitigates both crisis risks and moral outrage. Additionally, the research discusses ethical and unethical green communication practices in the context of their impact on relationships between organizations and stakeholders during the crisis.

The study is designed as exploratory research. Available English-language journal articles and conference proceedings have been examined to investigate the role of green communications in crisis response contexts. The application of the search criteria and initial filtering yielded a total of 139 publications for further analysis. Following a detailed review and subsequent filtering, the final sample of 66 unique cases has been selected and analyzed in the context of Situational Crisis Communication Theory.

The systematic review and document analysis indicated multitude of significances of green communications in the context of the updated Situational Crisis Communication Theory. Moreover, a novel phenomenon has been identified: greenbleaching is exaggerated or fabricated usage of green communication to mitigate risks in the organizational crises caused by ESG-unrelated factors or events.

This study offers greenbleaching as a novel concept. Moreover, this is the first research that examines unethical green communication in the context of moral outrage inducing crises. Insights for researchers and practitioners regarding sustainability communication, green communication, and crisis communication ethics are also incorporated.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Firms aiming to minimize the potential damage from a crisis situation must engage in ethical green communication. Reference to genuine past social contributions and successes can prevent the crisis from escalating and prompting key stakeholders to show moral indignation. However, such an outcome is likely in the event that the communication involves false or misleading claims being made and subsequently exposed.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.