"Our burgers eat carbon": Investigating the discourses of corporate net-zero commitments

Research output: Contribution to journalJournal articlepeer-review

Standard

"Our burgers eat carbon" : Investigating the discourses of corporate net-zero commitments. / Christiansen, Kirstine Lund; Hajdu, Flora; Planting Mollaoglu, Emil; Andrews, Alice; Carton, Wim; Fischer, Klara.

In: Environmental Science & Policy, Vol. 142, 2023, p. 79-88.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Christiansen, KL, Hajdu, F, Planting Mollaoglu, E, Andrews, A, Carton, W & Fischer, K 2023, '"Our burgers eat carbon": Investigating the discourses of corporate net-zero commitments', Environmental Science & Policy, vol. 142, pp. 79-88. https://doi.org/10.1016/j.envsci.2023.01.015

APA

Christiansen, K. L., Hajdu, F., Planting Mollaoglu, E., Andrews, A., Carton, W., & Fischer, K. (2023). "Our burgers eat carbon": Investigating the discourses of corporate net-zero commitments. Environmental Science & Policy, 142, 79-88. https://doi.org/10.1016/j.envsci.2023.01.015

Vancouver

Christiansen KL, Hajdu F, Planting Mollaoglu E, Andrews A, Carton W, Fischer K. "Our burgers eat carbon": Investigating the discourses of corporate net-zero commitments. Environmental Science & Policy. 2023;142:79-88. https://doi.org/10.1016/j.envsci.2023.01.015

Author

Christiansen, Kirstine Lund ; Hajdu, Flora ; Planting Mollaoglu, Emil ; Andrews, Alice ; Carton, Wim ; Fischer, Klara. / "Our burgers eat carbon" : Investigating the discourses of corporate net-zero commitments. In: Environmental Science & Policy. 2023 ; Vol. 142. pp. 79-88.

Bibtex

@article{04ae96d104f94d08b5b040643383532b,
title = "{"}Our burgers eat carbon{"}: Investigating the discourses of corporate net-zero commitments",
abstract = "Corporate net-zero emission pledges have multiplied in recent years, with estimates suggesting that more than 1000 companies have made such commitments. While seemingly indicative of companies stepping up to address climate change, critics have argued that pledges may be mere greenwashing if they rely on excessive offsetting and legitimise business-as-usual. Considerable grey and academic literature has debated the problems of net-zero and explored the integrity and transparency of net-zero plans. We add to this literature by investigating discursive aspects of net-zero logics through an in-depth case study of the Swedish fast food chain MAX Burgers AB. Through a textual analysis of MAX{\textquoteright}s communication of its {\textquoteleft}climate-positive{\textquoteright} – or net-negative – burgers, we explore the narratives underpinning its net-zero work and how these serve MAX{\textquoteright}s interests. Our investigation shows that MAX{\textquoteright}s net-zero claim justifies its existing business practices and directs focus away from actions that could directly reduce its emissions. Thus, we show that MAX is pushing non-transformative solutions, such as offsetting and voluntary corporate action, while shifting responsibility for climate action onto others, such as consumers and smallholder farmers in the global South. We conclude that even seemingly progressive corporate net-zero pledges and claims become problematic if they distract from real reductions and justify carbon-intensive lifestyles.",
author = "Christiansen, {Kirstine Lund} and Flora Hajdu and {Planting Mollaoglu}, Emil and Alice Andrews and Wim Carton and Klara Fischer",
year = "2023",
doi = "10.1016/j.envsci.2023.01.015",
language = "English",
volume = "142",
pages = "79--88",
journal = "Environmental Science & Policy",
issn = "1462-9011",
publisher = "Elsevier",

}

RIS

TY - JOUR

T1 - "Our burgers eat carbon"

T2 - Investigating the discourses of corporate net-zero commitments

AU - Christiansen, Kirstine Lund

AU - Hajdu, Flora

AU - Planting Mollaoglu, Emil

AU - Andrews, Alice

AU - Carton, Wim

AU - Fischer, Klara

PY - 2023

Y1 - 2023

N2 - Corporate net-zero emission pledges have multiplied in recent years, with estimates suggesting that more than 1000 companies have made such commitments. While seemingly indicative of companies stepping up to address climate change, critics have argued that pledges may be mere greenwashing if they rely on excessive offsetting and legitimise business-as-usual. Considerable grey and academic literature has debated the problems of net-zero and explored the integrity and transparency of net-zero plans. We add to this literature by investigating discursive aspects of net-zero logics through an in-depth case study of the Swedish fast food chain MAX Burgers AB. Through a textual analysis of MAX’s communication of its ‘climate-positive’ – or net-negative – burgers, we explore the narratives underpinning its net-zero work and how these serve MAX’s interests. Our investigation shows that MAX’s net-zero claim justifies its existing business practices and directs focus away from actions that could directly reduce its emissions. Thus, we show that MAX is pushing non-transformative solutions, such as offsetting and voluntary corporate action, while shifting responsibility for climate action onto others, such as consumers and smallholder farmers in the global South. We conclude that even seemingly progressive corporate net-zero pledges and claims become problematic if they distract from real reductions and justify carbon-intensive lifestyles.

AB - Corporate net-zero emission pledges have multiplied in recent years, with estimates suggesting that more than 1000 companies have made such commitments. While seemingly indicative of companies stepping up to address climate change, critics have argued that pledges may be mere greenwashing if they rely on excessive offsetting and legitimise business-as-usual. Considerable grey and academic literature has debated the problems of net-zero and explored the integrity and transparency of net-zero plans. We add to this literature by investigating discursive aspects of net-zero logics through an in-depth case study of the Swedish fast food chain MAX Burgers AB. Through a textual analysis of MAX’s communication of its ‘climate-positive’ – or net-negative – burgers, we explore the narratives underpinning its net-zero work and how these serve MAX’s interests. Our investigation shows that MAX’s net-zero claim justifies its existing business practices and directs focus away from actions that could directly reduce its emissions. Thus, we show that MAX is pushing non-transformative solutions, such as offsetting and voluntary corporate action, while shifting responsibility for climate action onto others, such as consumers and smallholder farmers in the global South. We conclude that even seemingly progressive corporate net-zero pledges and claims become problematic if they distract from real reductions and justify carbon-intensive lifestyles.

U2 - 10.1016/j.envsci.2023.01.015

DO - 10.1016/j.envsci.2023.01.015

M3 - Journal article

VL - 142

SP - 79

EP - 88

JO - Environmental Science & Policy

JF - Environmental Science & Policy

SN - 1462-9011

ER -

ID: 335832863