International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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Trust Crisis in Sustainability Advertising: Examining Skepticism among Media Professionals

Author(s) Ms. Arya Jha, Mr. Umesh Schandra Ajmeera
Country India
Abstract The growth of sustainability advertising has created a lot of academic concern on greenwashing, persuasive environmental communication, and ethical practice of PR. However, less explored, but more concerning, is a particular and distressing paradox, namely that professionals whose job is to provide media literacy training, namely journalists, PR practitioners, and students of mass communication, display the same trends with regard to trust deficit and avoidance of verification, as regular consumers. This research uses the Persuasion Knowledge Model (PKM) in order to question the discrepancy between professional competence and consumer behaviour based on a structured survey of 100 media professionals and journalism students. The results demonstrate that despite having the necessary instruments to assess the claims of sustainability, there is a low trust in the environmental advertising and no regularity in the habits of verification among the individuals with the instruments. This paper posits the argument that it is not an issue of awareness, but rather a matter of credibility within the system - a crisis of trust in sustainability communication that requires systemic change in the practice of industry and media education.
Keywords Greenwashing, Persuasion Knowledge Model, Sustainability Advertising, Trust, Verification Behaviour, Media Professionals, Public Relations Ethics.
Field Arts
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.77080
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E-ISSN 2582-2160
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