Critical Analysis of Amazon's Sustainable Policies

Over the past few years, multinational corporations have incorporated sustainable and inclusive initiatives into their business operation models. As one of the largest and most profitable global multinational companies, Amazon provides a relevant case for examining whether these initiatives represent an organizational change or primarily serve a reputational purpose. However, one question that bothers environmental activists worldwide is: What is the purpose behind implementing eco-sustainable and inclusive policies within the Amazon? Was it greenwashing or a serious commitment? This thesis explores Amazon’s sustainability goals and analyzes them through the lenses of sustainability measurement criteria, while also critically evaluating them using a greenwashing framework. First, a conceptual foundation is built, outlining key definitions and frameworks used to evaluate corporate sustainability, and then introduces Amazon’s business model, organizational culture, and global role. The study proceeds to analyze Amazon’s environmental commitments, as well as its social initiatives, diversity, and inclusion efforts. Once the foundation is established, the thesis examines the drivers behind Amazon’s ESG strategies. Then, a greenwashing framework is applied to assess the alignment between stated commitments and operational practices. Furthermore, a comparative perspective with other industry actors is provided, including the prevalence of sustainable initiatives and the influence of green branding on consumer perceptions. The findings contribute to an understanding of how environmental and social goals are integrated into corporate strategy in the private sector.