The Greenwash Effect: A Critical Examination of Ecofeminism and Corporate Tokenization in Pakistan

This thesis explores the intersection of ecofeminism and corporate tokenization in the context of Pakistan's socio-political and cultural landscape. The study explores how the ecofeminist framework, which recognizes the link between the oppression of women and environmental destruction, can provide solutions to the country's pressing environmental and social issues. Using the Thar coal project in Sindh as a case study and the impact of 2022 monsoon floods, the research analyzes how marginalized groups, particularly women, are integrated into the capitalist framework, leading to their exploitation and compounding existing social inequities. Drawing on the theoretical frameworks of Nancy Fraser's 'Cannibal Capitalism' and Jay Westerveld's concept of corporate 'Greenwashing,' this paper proposes a reassessment of ecofeminism as a means of challenging corporations and state institutions that perpetuate gender oppression and environmental degradation in Pakistan. The study's mixed-methods approach, which includes a case study, discourse analysis, and qualitative data analysis, provides a range of perspectives and enriches the research findings. This thesis aims to inspire action among policymakers, corporations, and civil society to recognize the potential of ecofeminism in providing transformative solutions to some of Pakistan's most pressing gender and environmental issues. Through the reassessment of the ecofeminist ideology, the study underscores the urgent need to work towards a more equitable, just, and sustainable society.