Greenwashing Research Articles

Green Marketing and Its Influence on Consumer Purchasing Behaviour

As global environmental concerns continue to mount, businesses have increasingly turned to green marketing strategies to align with consumer demand for eco-friendly products and services. This study examines the intricate relationship between green marketing and consumer purchasing behavior, shedding light on the factors influencing environmentally-conscious consumer choices.
 The research explores the multifaceted dynamics of green marketing, considering various elements such as environmental messaging, sustainability labels, product design, and corporate social responsibility. It investigates how these factors impact consumer perceptions, attitudes, and behaviors toward green products, while also addressing the prevalence of green washing in the marketplace.
 Through a comprehensive review of existing literature and empirical studies, this research delves into the complexities of consumer decision-making processes in the context of green marketing. It examines the role of personal values, social influences, cultural factors, and trust in shaping consumer responses to sustainability-oriented marketing efforts.
 The study also highlights the long-term implications of green marketing, focusing on consumer loyalty to green brands and sustained environmentally responsible purchasing behavior. It emphasizes the potential for green marketing to drive lasting positive changes in consumer behavior and contribute to the broader sustainability agenda.
 Furthermore, the research considers the ethical and policy dimensions of green marketing, emphasizing the importance of transparent and responsible marketing practices. It discusses the role of government regulations and educational initiatives in fostering a marketplace where green marketing aligns with genuine environmental commitments.
 In an era marked by increasing environmental awareness and calls for sustainability, understanding how green marketing influences consumer choices is not only of academic interest but also holds significant practical implications for businesses, policymakers, and consumers themselves. This study provides valuable insights into the evolving landscape of green marketing and its transformative potential in promoting sustainable consumption patterns.

China in Transnational Extractives Governance: A Mapping Exercise

Abstract China became one of the biggest players in the global extractive resource supply chain, along with increasing extractive resource demand for green industries. Interestingly, over the last two decades, Chinese actors started participating in transnational extractive governance initiatives (TEGI) supporting transparency, a norm for governance-by-disclosure. This article aims to answer the question of what types of Chinese actors engage in what TEGIs regarding transparency. Based on mapping forty-eight TEGIs, this article shows a nuanced pattern of China’s involvement in extractives governance beyond a dualistic approach to China in global governance—whether China is a threat or nonthreat. Importantly, China does not act as a unified monolithic actor; rather, different types of actors engage TEGIs distinctively. Chinese corporations are most actively engaging in thin transparency TEGIs lacking stringent verification rules and featuring limited multistakeholder participation. It could potentially accelerate the risk of green washing of those companies and disempower weaker actors.

Combating Greenwashing Tactics and Embracing the Economic Success of Sustainability

Green Washing refers to the deceptive practice of making a company or its products appear more environmentally friendly than they genuinely are, often to capitalize on the growing consumer demand for sustainable and eco-conscious choices. Eliminating Green Washing is essential for the development of sustainable business practises and for safeguarding customers from fraudulent, greenwashed promises. The paper seeks to bridge theory and practise by offering an analysis of ten firms accused of greenwashing. Thus, the paper considers deliberate organisational and communicative practises that go beyond greenwashing's most obvious forms. Based on these instances, prevalent communication blunders and corporate misconduct behaviours in corporate sustainability are exposed. A strong legislative framework is urgently needed to make sure that businesses that make false environmental claims are held accountable and subject to severe fines to have a deterrent impact. Better consumer education and knowledge about the problem of "green washing" and how to spot it are also necessary. Businesses can adopt third-party certification programmes and independent audits. Companies should endeavour to be upfront and honest in their environmental claims, prioritise sustainability, and encourage good governance to avoid "greenwashing."

The influence of greenwashing on sustainable behaviour: The mediators of green perceived risk and green scepticism

Aim: To evaluate how greenwashing can affect sustainable behaviour. This study also explores the role of green perceived risk and green scepticism as mediators and how these mediators affect each other sequentially in the relationship between greenwashing and sustainable behaviour. Methodology: As people are now completely dependent on gadgets in their daily lives, therefore, the researcher solicited consumers who had purchased eco-friendly gadgets from shopping malls and other electronic stores 450 subjects were selected using "purposive sampling". Indian consumers in Chennai, Hyderabad, Bengaluru, and Pondicherry are the subjects of the study. Responses were obtained through the use of a questionnaire. To test the research hypotheses, the study used SPSS 25 and AMOS 21. Results: The results indicate that the negative correlation between green washing and sustainable behaviour was mediated by green perceived risk and green scepticism, and these mediators serially affected green washing and sustainable behaviour. Interpretation: This study suggests that firms should integrate transparency into green products without employing greenwash, which would increase consumer trust in green products and reduce green perceived risk and green scepticism among them. Consumers today are aware of greenwashing and have started to investigate it. This research is crucial to protect both the environment and mankind. Key words: Green perceived risk, Green scepticism, Greenwash, Sustainable buying behaviour, Transparency

환경사회지배구조(ESG) 맥락에서 친환경식품 개념 정립

With climate change-related crises, people started to be aware of the importance of global cooperation and collaboration instead of global competition. In particular, in a situation where climate change-induced food system issues are threatening human survival, a need to have a new approach as to what environmentally sustainable food (ESF) is arises. Unfortunately promoting green food in the traditional paradigm without its proper concept, has often led to a form of green washing. Therefore, with the content analysis, this paper was to re-conceptualizes it in the ESG context. The newly defined concept is ‘sustainable food in the food systems integrating production, farming, processing and global supply chains, which restricts or does not use pesticides, chemical fertilizers, antibiotics and antimicrobial; is not processed using irradiation, industrial solvents, or synthetic food additives; and does not use or reduces using high fructose corn syrup. In addition, ESF is mainly based on locally grown seasonal fruits, vegetables and insects rather than meat and contributing to socially responsible and ethical management ’ This paper suggests that effective ESG strategies should be further established to enhance consumers’ affective utility associated with the newly defined ESF.

Hükümetler ve Uluslararası Kuruluşlar Yeşil Yıkamaya Destek mi Çıkıyor? Küresel İklim Krizinde Küresel Hareket Etmek

The climate crisis constitutes the first main agenda of the world with two important consequences that have become the 'new normal': extreme weather events that surround the whole world and pandemics. All micro/macro and national/international institutions and organizations have significant duties in preventing and reversing the crisis. However, while these tasks place a heavier burden on individuals and underdeveloped countries with the least share in the crisis, the production sector, which is at the root of the problem and turns the wheels of the linear economy, evades this responsibility. Moreover, companies that are forced to transition to a circular economy within the framework of the 'Green Deal' due to the climate crisis not only evade legal responsibility by resorting to 'greenwashing', but also manage to turn this situation into profit by appearing 'environmentalist' with a counterattack. Hence, the effectiveness of international organizations such as the EU and the UN is becoming more important in preventing the climate crisis. However, considering the half-century-long process of transformation to an environmentally sustainable economy from the 1970s to the present and the progress made, the effectiveness of these most important organizations in preventing the climate crisis in terms of legal coercion and sanctioning power has been questioned; these organizations have even created a feeling in the public that they are distracting the urgent climate agenda by supporting greenwashing under the guidance of multinational companies engaged in green washing.

The influence of greenwashing practices on brand attitude: A multidimensional consumer analysis in Germany

AbstractAs a consequence of increasingly sustainability‐oriented markets, greenwashing (GW) has become a global marketing problem throughout recent years. Previous studies do not differentiate between varying forms of GW when analyzing their effects on consumers' brand attitude but rather use GW as a one‐dimensional condition that either exists or does not exist. This paper explores how different greenwashing practices (GWPs) influence consumers' brand attitudes. We introduce a two‐dimensional typology of GWPs that differentiates between claim‐type (false, vague, or hidden information) and macro‐level of initiation (product and firm level), resulting in six distinct categories of GWPs. We then introduce 315 German participants to the six different GW scenarios in a survey and measure their respective brand attitudes. Our findings reveal that respondents react significantly differently to most GWPs, which implies that if we want to understand the problem of GW from the eyes of consumers, we need to differentiate between various forms of GW.

Association of Rahnella victoriana, Enterobacter hormaechei subsp. hoffmannii and Citrobacter braakii with walnut decline

Persian walnut (Juglans regia) has a considerable economic importance worldwide. However, the vigor and vitality of walnut trees were heavily affected by bark canker during the last few years. Irregular longitudinal cankers in the outer bark, stem tissue necrosis, and bleeding with black-colored exudates walnut trees were observed in Kermanshah, Hamedan, Markazi, Alborz, Isfahan, Qom, Semnan, and Razavi Khorasan provinces in western, central and eastern Iran during 2018 and 2019. A total of 150 symptomatic samples were collected from affected walnut trees in order to identify bacteria associated with walnut decline. Two-hundred sixty strains with a metallic green sheen were isolated on EMB-agar medium. The pathogenicity of all strains was proved by inoculating a suspension of the bacterial strains under the bark of immature walnut fruits cv. ‘Hartley’. Ninety-five strains caused necrosis and a dark-colored region in the mesocarp around the inoculation site 14 days post-inoculation. Moreover, 12 representative strains induced necrotic and black-colored tissues in the bark of young green twigs of two-year old walnut seedling cv. ‘Chandler’. The strains were classified into four categories based on conventional phenotypic characters confirmed with the 16S rRNA gene sequences. A phylogenetic tree based on the concatenated sequences of two housekeeping gene fragments, gyrB and infB, indicated that strains including I1, Q6, and S6 were grouped in a cluster with Gibbsiella quercinecans FBR97T as well as strains I2, I5, and KE6 were clustered with Rahnella victoriana FRB 225T. Moreover, strains MR1, MR3, and MR5 were grouped with the Enterobacter hormaechei subsp. hoffmannii DSM 14563T. The phylogenetic analyses based on the partial sequencing of housekeeping genes including fusA, pyrG, and leuS revealed that strains KH1, KH3, and KH7 belong to Citrobacter braakii species. To the best of our knowledge, this is the first report of C. braakii and E. hormaechei as plant pathogens and R. victoriana associated with walnut decline.

The impacts of firm-level and country-level variables on Environmental, social and corporate governance greenwashing

Abstract
 While ESG investments have increased in the last 10 years, stakeholders are curious about the correctness of the ESG claims of companies. Greenwashing (GW) is a conscious and selective information disclosure of firms to create a positive image in the eyes of the stakeholders. It limits the integration of ESG data into investments as the stakeholders lose their trust in that declarations. Unaudited sustainability reports, lack of standardization in disclosure rules of ESG data, and the absence of a global governance body to ensure the accuracy of reported ESG information increase the risk of GW behaviors. 
 Purpose: The motivation of this study is to help out stakeholders to determine which company factors (size, profitability, board structure, governance model) and country factors (corruption, unemployment, wealth of the society) impact the ESG greenwashing behaviors within STOXX 600. 
 Method: We implemented a panel regression model. The dataset covers STOXX 600 firms from 2009-2020.
 Findings: The results show that each ESG GW dimension is impacted by a different company and country variables. An increase in CSR committee and embedding sustainable factors into the Executive remuneration are two main factors that decrease all three dimensions of GW behaviors. Company governance and financial factors have more impact on the GW compared to the country factors.
 Originality: According to our knowledge, this is the first research that evaluates each greenwashing dimension at the firm and country levels.

Green Washing and Brand Crises: Modelling Consumer Trust Repair

This study proposes an innovative approach to rebuilding consumer trust following the negative impact of greenwashing, which often leads to a conflicted relationship between corporations and consumers. Through a novel integration of previously unconnected concepts, such as trustworthiness dimensions (Integrity, benevolence, and competence), credibility, empathy, forgiveness, consumer trust repair, revived brand equity, and repurchase intention, this study offers a nuanced and enhanced understanding of the consumer trust repair process. The current research seeks to integrate disparate concepts and theories into a cohesive whole, resulting in a modified version of the consumer trust repair process. Prior studies have examined the phenomenon of consumer trust repair in a relatively narrow and parochial manner and have failed to provide a holistic process-based model. This study, however, attempts to provide a comprehensive, process-based model of consumer trust repair. Through this holistic approach, this research makes a valuable and meaningful contribution to the field of consumer trust repair, providing brand managers with a deeper understanding of the consumer trust recovery process, which has been largely ignored in previous studies. This unique and comprehensive approach will surely capture readers' attention, as it offers a fresh perspective on a crucial issue facing the business world today.

I conflitti per la terra, minaccia primaria per la biodiversità

Forests are more and more crucial to front socio-ecological crisis. Deforestation continues at alarming rates with heavy impacts on ecosystems, biodiversity, climate and livelihoods. It is well recognized that agriculture is a dominant driver of deforestation, with several contradictions and trade offs between global south and advanced economies. Mechanisms are clear and require a olistic vision on the disputes for land use. Avoid conflicts and reveal green washing, when setting land use planning means to have global vision on the use of forest products, embedded deforestation, food vs no-food, renewables energies.… Biodiversity is the major concern for planetary boundaries tipping points and its decline involve social issues. The paper reviews this crucial topic in the light of last COPs discussions and decision asking for a global vision also in the landscape governance and management options at regional and local level, highlighting key remaining evidence gaps.

Green Washing in the Fashion Industry

Green Washing in the Fashion Industry

Using a hermeneutic phenomenological approach to Twitter content: a social network’s analysis of green accounting as a dimension of sustainability

PurposeOwing to the worldwide outbreak of the SARS-CoV-2, social media conversations have increased. Given the increasing pressure from regulatory authorities and society, green accounting – as a dimension of sustainable development – remains the most discussed topic on most social media platforms. This study aims to incorporate a technological approach to green accounting and sustainability to enhance the innovation process inside and outside organizations.Design/methodology/approachThis study uses the hermeneutic phenomenological technique to investigate Twitter content. Tweets were subjected to a manual coding process to analyze their content, including recent advancements, challenges, cross-country initiatives and promotion strategies in green accounting. Public perception of green accounting and the COP26 climate summit was also studied.FindingsTweeters view green accounting favorably; however, they are apprehensive about its implementation. Regarding the challenges in green accounting, “corporate green washing” was the most tweeted content. The UK was the top-rated nation with respect to green accounting development. Furthermore, the most discussed breakthrough was the application of artificial intelligence in the domain of green accounting functions. However, Twitter users were observed to have directed heavy criticism at the COP26 climate summit in Glasgow.Originality/valueThis study’s primary innovation is its integration of emerging technologies such as machine learning and data mining with social media platforms such as Twitter. Incorporating manual coding of tweets is a rigorous procedure that amplifies the strength of machine learning software’s auto-coding feature.

How to Build China's Green Bond Standard System under the Background of "Double Carbon"

“Carbon peaking” and “carbon neutrality” have been released as a signal that China is on the path of green and low-carbon development. As one of the green finance tools, green bonds play an important role in green and low-carbon technological innovation and industrial development. Although the release of Catalogue of Green Bond Support Projects (2021) has become a milestone in the unification of China's green bond classification standards, they are still incompatible with international standards, which lead to ‘green washing’ and high overseas issuance costs problems. After comparing the bond classification standards at home and abroad, this paper puts forward policy suggestions for development of the construction of green bonds in China.

Government polices and COVID-19 impact: mediator roles in green wash

Government polices and COVID-19 impact: mediator roles in green wash

Government polices and COVID-19 impact: mediator roles in green wash

Government polices and COVID-19 impact: mediator roles in green wash

Green Washing and Consumer Behavior with Mediating Role of Green Skepticism and Moderating Role of Influencer Marketing in the FMCG Industry in Sri Lanka

Green Washing and Consumer Behavior with Mediating Role of Green Skepticism and Moderating Role of Influencer Marketing in the FMCG Industry in Sri Lanka

Abuse of consumer trust in the digital market and the green market: the case of green washing in the Italian legal system

PurposeThe purpose of this paper is to offer some reflection on the abuse of consumer trust and the importance of control of information in the digital market and the green market. The role of the consumer as the arbiter of the market is fundamental. The abuse of consumer confidence depends, in fact, on the spread of stereotyped messages and vague and generic formulas aimed at hiding a dangerous vacuum of protection. In both markets, it is a question of giving the consumer the necessary tools to monitor the transparency of the criteria used by the trader to classify a product according to its characteristics.Design/methodology/approachBased on the analysis of an Italian case law and the European programme, the author shows how in Italy there is a dangerous lack of consumer protection. The problem is that the green consumer, as well as the online consumer, is not able to immediately verify the accuracy of the product requirements and must be able to count on the seriousness of the professional. For this reason, the European and national authorities have provided specific rules for both markets. The new proposal of directive introduces specific rules to target unfair commercial practices that mislead consumers away from sustainable consumption choices and introduced many innovations, such as the ban on greenwashing.FindingsThis work aims to identify the tools necessary to make the information on the products offered in the digital market and those related to green products more reliable but above all to create a common methodology on which to base them. High is the risk that sustainability will become a simple marketing strategy for companies. The difficulty consists in the absence of certain and verifiable parameters by the consumer to really measure the characteristics and the quality of a product characteristic of a product compared to competing ones.Originality/valueThis work examines the problem of consumer protection in the digital and green market from a new perspective, comparing the information asymmetries with respect to the professionals in the two markets. Starting from the cases of greenwashing and analysing new European remedies, the author suggests for both markets, specific answers different from those required for advertising in general. The problem here is not only the truth of the message but also the vagueness and genericity. The consumer must be in a position to control the criteria used by the professional to classify products, both in the green and the digital market. To the best of the author’s knowledge, this paper is the original work of the author and has not been submitted elsewhere for publication.

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern.

This study explores whether and, if so, how efficiently consumers' greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, and GTR, which would positively influence GBE, except for the GW-GSA relationship. This means that, although GW does not directly affect GBE, it does indirectly influence it via GBI and GTR. Furthermore, GC significantly moderates the relationship between GW and GBE. Our work is the first to combine GBI, GSA, and GTR as mediators, and GC as a moderator using PLS-SEM approach to advance the theory of green brand equity on green marketing and to contribute significantly toward a unified theory of brand equity. Furthermore, our findings extend our understanding regarding the different mechanisms for which GBI and GTR play as mediators, and with GC as a moderator in the GW-GBE relationship in the electronics products setting of Vietnamese consumers.

Green Washing Mechanism Analysis of Research Based on the Green Bond Market

Green Washing Mechanism Analysis of Research Based on the Green Bond Market