120 Int. J. Innovation and Sustainable Development, Vol. 10, No. 2, 2016 Copyright © 2016 Inderscience Enterprises Ltd. Avoiding the greenwashing trap: between CSR communication and stakeholder engagement Agostino Vollero*, Maria Palazzo and Alfonso Siano Department of Political, Social and Communication Sciences, University of Salerno, Via Giovanni Paolo II, 132, 84084 Fisciano (SA), Italy Email: avollero@unisa.it Email: mpalazzo@unisa.it Email: sianoalf@unisa.it *Corresponding author Wim J.L. Elving ASCoR, Amsterdam School of Communication Research, IE University, Madrid, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands Email: W.J.L.Elving@uva.nl Abstract: The paper analyses key elements of communication that may lead to accusations that a company is engaging in practices of greenwashing failing to create stakeholder engagement. According to sensemaking and sensegiving approaches, the theoretical foundations that underpin the concepts of corporate social responsibility (CSR) communication and greenwashing practices are explored and a comparison between two energy companies in the Italian and Dutch context is set up for exploratory purpose. The integration of a company’s strategic CSR approach and its communication practices may help to enhance effective stakeholder engagement, prevent accusations of greenwashing and avert the negative associated consequences (e.g., scepticism among stakeholders). The research provides a theoretical contribution to CSR communication by identifying several pitfalls that can lead to the appearance of greenwashing and provides caveats for the further development of both theory and managerial practices. Keywords: CSR; greenwashing; corporate communication; stakeholder engagement; energy industry; communication ideal; identification of CSR structure; strategic communication task; corporate communication style. Reference to this paper should be made as follows: Vollero, A., Palazzo, M. Siano, A. and Elving, W.J.L. (2016) ‘Avoiding the greenwashing trap: between CSR communication and stakeholder engagement’, Int. J. Innovation and Sustainable Development, Vol. 10, No. 2, pp.120–140.