Supervisor
Stephen Chandler
Programme
MA in International Business
Keywords
Sustainability Claims, Greenhouse Gas Emissions, Greenwashing.
Abstract
This study critically examines McDonald's sustainability claims and practices, focusing on its greenhouse gas emissions and beef consumption. Through secondary research, the study contrasts McDonald's sustainable initiatives with data from reputable sources and climate institutions. While McDonald's has set a net-zero emissions target for 2050, its position as one of the largest beef buyers, contributing 1-2% of global beef consumption, undermines these efforts. The company’s approach to achieving net-zero emissions is described as vague and unattainable without significant changes to its plant-based menu, agricultural practices, and consumer awareness. The findings highlight a gap between McDonald’s sustainability claims and its operational reality, suggesting greenwashing practices.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Recommended Citation
Alonso de León, Student Full Name Lorena Elizabeth, "Evaluating McDonald’s sustainability practices: real commitment or greenwashing?" (2024). Business ETD Collections. 49.
https://arc.cct.ie/business/49