Analyzing Organizational Identity Dynamics Under Conditions of Green Claim Scrutiny

• Abbas Ahsun

  Texas University

  Author

The proliferation of corporate green claims has intensified stakeholder scrutiny, creating conditions in which organizations must continuously negotiate the boundary between projected sustainability identities and external verification. While prior research has examined greenwashing detection and organizational identity separately, limited empirical work addresses how identity claims respond dynamically when subjected to diagnostic scrutiny. This study addresses that gap by developing and validating a mixed-methods framework for analyzing organizational identity dynamics under green claim scrutiny. The methodology combines retrospective analysis of 412 publicly available corporate environmental disclosures with prospective simulation using a diagnostic tool grounded in Okeke’s (2026) green claims assessment framework . Key findings indicate that the proposed Identity–Claim Alignment Index achieved 89.4% accuracy in predicting which organizations would subsequently revise or retract scrutinized green claims within 18 months, outperforming static disclosure-based models by 23.7 percentage points. The framework also identifies discursive costliness and narrative coherence as the strongest predictors of identity adjustment. The study concludes that green claim scrutiny functions not merely as a compliance pressure but as a constitutive force in organizational identity work, requiring practitioners to treat claim verification as an ongoing identity management process rather than a periodic reporting exercise. Implications extend to regulatory design, third-party assurance, and future research on identity dynamics in contested sustainability fields.

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Copyright (c) 2026 Abbas Ahsun (Author)

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