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Open Access
Article
Publication date: 19 July 2022

Abdul Qayyum, Raja Ahmed Jamil and Amnah Sehar

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating…

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Abstract

Purpose

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

Design/methodology/approach

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

Findings

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

Research limitations/implications

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

Originality/value

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Objetivo

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Diseño

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Conclusiones

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Implicaciones

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Originalidad/valor

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

目的

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

实验设计

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

研究结果

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

影响

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

原创性/价值

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

关键词

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型: 研究型论文

Open Access
Article
Publication date: 14 February 2023

Seda Yildirim

Some wrong methods have emerged in the form of greenwashing while on the way to becoming a green and sustainable brand or business. Recently, it has been questioned whether…

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Abstract

Purpose

Some wrong methods have emerged in the form of greenwashing while on the way to becoming a green and sustainable brand or business. Recently, it has been questioned whether businesses or brands act by their green image. This study aims to determine whether greenwashing practices represent a slow transition to sustainability or a rapid escape.

Design/methodology/approach

This study used secondary data sources and reviewed collected secondary sources. It was a qualitative study due to its methodology. The findings were mostly based on the author’s assumptions through review results.

Findings

As a result of the review of the literature and current sources, it was determined that there are two sides of greenwashing: a dark side and a white side. The dark side of greenwashing represented a rapid escape from sustainability and the white side of greenwashing represented a slow transition to sustainability. Positive and negative elements were summarized in the study and the study gave an original model showing two sides of greenwashing.

Research limitations/implications

This study provides a viewpoint on greenwashing. This study is limited with its review results and used secondary data. Different approaches or different studies can explore different results for the related literature.

Practical implications

The purpose of this study is not to justify companies or brands employing greenwashing. However, for a sustainable future, the contribution of manufacturers, businesses and brands as the supply side has a vital value. Therefore, it is recommended to criticize greenwashing by encouraging brands and companies that are trying to take more positive steps in the transition to sustainability.

Social implications

Policymakers and individuals can improve the dark side of greenwashing. The biggest motive for sustainable production is the demand for green consumers. Accordingly, firms and brands will be sustainable and green in the long term in a good way as consumers and policymakers guide them in a good way.

Originality/value

This study gives an alternative view of greenwashing by comparing the dark side with the white side. The literature mostly expressed that greenwashing had bad implications but this study tried to find the good sides of greenwashing.

Details

LBS Journal of Management & Research, vol. 21 no. 1
Type: Research Article
ISSN: 0972-8031

Keywords

Open Access
Article
Publication date: 19 November 2021

Antonio Montero-Navarro, Thais González-Torres, José-Luis Rodríguez-Sánchez and Rocio Gallego-Losada

This paper aims at providing an overview and synthesis of the existing body of knowledge about greenwashing. Special attention is paid to the articles directly linked with…

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Abstract

Purpose

This paper aims at providing an overview and synthesis of the existing body of knowledge about greenwashing. Special attention is paid to the articles directly linked with agriculture, food industry and food retail.

Design/methodology/approach

A bibliometric analysis was performed over 351 documents extracted from the WoS database, using SciMAT and VOSviewer software programs.

Findings

Three periods in the academic literature about greenwashing can be distinguished: ground-setting (2003–2010), trail-blazing (2011–2015) and remarkable growth (2016–2020). Along this evolution, a body of knowledge which stemmed from the literature about CSR has achieved a major development, deploying different research lines such as stakeholders' management, marketing and communication and audit. A specific analysis of the academic literature about greenwashing in agriculture, food industry and food retail has been carried out, showing a need for further development.

Social implications

The development of scientific knowledge about greenwashing puts this social claim on the spotlight of business management studies, helping to fight greenwashing and, this way, to reduce the environmental impact of corporate activities. Studying greenwashing will help to reduce its frequency and, therefore, heal the planet.

Originality/value

Some previous studies have provided systematic reviews of the literature using different approaches, but they did not untangle the intellectual structure and the evolution of the body of research about greenwashing. This article originally provides a thorough analysis of these aspects, as well as a closer look at the impact of greenwashing practices in the academic literature regarding agriculture, food industry and food retail.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 12 March 2019

Sergio Braga Junior, Marta Pagán Martínez, Caroline Miranda Correa, Rosamaria Cox Moura-Leite and Dirceu Da Silva

The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail.

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Abstract

Purpose

The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail.

Design/methodology/approach

A quantitative research was carried out by means of a survey with a sample of 880 consumers living in São Paulo city, Brazil, who buy in supermarkets weekly or biweekly.

Findings

It was possible to evaluate a model that analyzed the aspects that greenwashing carries and the aspects that the attitudes and beliefs of the consumer present. As a result, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption. Further, consumer attitudes and beliefs show that they are guided by the aspects of perceived loyalty, satisfaction and benefits and that the perceived risk aspect is practically ignored.

Originality/value

The originality of this study is in evaluating consumer perception focusing on several aspects of purchase intention simultaneously, considering perception and behavior of consumer before greenwashing and green consumption and using all aspects together (satisfaction, loyalty, subjective and control forces, risk and benefits perception). Besides complementing with other determinants like consumer attitudes and beliefs, confusion of green consumption, behavior controlled in relation to green consumption and greenwashing. Thus, it contributes with an interdisciplinary study whose scale and methodology can be used by analogous studies.

Details

RAUSP Management Journal, vol. 54 no. 2
Type: Research Article
ISSN: 2531-0488

Keywords

Open Access
Article
Publication date: 22 September 2022

Christian Gomes-e-Souza Munaier, Fernando Rejani Miyazaki and José Afonso Mazzon

This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze…

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Abstract

Purpose

This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze the effect on consumer trust and purchase intention if a company, after green marketing, is identified as greenwashing spreader.

Design/methodology/approach

This quantitative nature (n = 121) study uses scale’s discriminant and convergent validity analyses, structural equation modeling and Student’s t-test.

Findings

Even for previously morally transgressive brands, actions of social legitimation, such as embracing environmental causes, positively impact consumer trust and purchase intention. However, consumers drop brand trust and purchase intention when verifying that this action was greenwashing.

Research limitations/implications

Mediating or moderating variables of ecological awareness, such as religiosity or political view, were not tested.

Practical implications

This article combines the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action. Thus, it aims to reduce the gap between organizational practice and management research.

Social implications

This article shows that embracing society’s emerging causes and helping the world be a better place to live, moving toward the 2030 United Nations agenda, have practical repercussions for organizations.

Originality/value

This article contributes both to the literature and managerial implications by combining the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action, thus reducing the gap between management research and organizational practice by unveiling the relations between sustainable actions and their perceived consequences.

Details

RAUSP Management Journal, vol. 57 no. 4
Type: Research Article
ISSN: 2531-0488

Keywords

Open Access
Book part
Publication date: 12 December 2023

Kerstin Sahlin and Ulla Eriksson-Zetterquist

Over the past few decades, university reforms in line with management and enterprise ideals have been well documented. Changes in the ideals underlying the missions of…

Abstract

Over the past few decades, university reforms in line with management and enterprise ideals have been well documented. Changes in the ideals underlying the missions of universities have led to changes in their modes of governing and organizing, which in turn drive further transformation of their missions. One set of reforms in Swedish higher education has been the dissolution of collegial bodies and procedures. At the same time, in recent years, we have witnessed an increased interest in collegiality and a reintroduction of collegial bodies and procedures. New translations of collegiality appear not only in how universities are organized, but also in other core aspects of research and higher education. We review examples of peer reviewing, research assessment, and direct recruitment of professors and ask: Can these new translations of collegiality be understood as a revitalization of collegiality, or is it – to draw a parallel with greenwashing – rather a matter of collegiality-washing?

Details

Revitalizing Collegiality: Restoring Faculty Authority in Universities
Type: Book
ISBN: 978-1-80455-818-8

Keywords

Open Access
Article
Publication date: 19 August 2022

Chengyun Liu, Kun Su and Miaomiao Zhang

This study aims to examine whether and how gender diversity on corporate boards is associated with voluntary nonfinancial disclosures, particularly water disclosures.

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Abstract

Purpose

This study aims to examine whether and how gender diversity on corporate boards is associated with voluntary nonfinancial disclosures, particularly water disclosures.

Design/methodology/approach

This study uses corporate water information disclosure data from Chinese listed firms between 2010 and 2018 to conduct regression analyses to examine the association between female directors and water information disclosure.

Findings

Empirical results show that female directors have a significantly positive association with corporate water information disclosure. Additionally, internal industry water sensitivity of firms moderates this significant relationship.

Originality/value

This study determined that female directors can promote not only water disclosure but also positive corporate water performance, reflecting the consistency of words and deeds of female directors in voluntary nonfinancial disclosures.

Open Access
Article
Publication date: 13 July 2020

Riccardo Torelli

The purpose of this paper is to analyse the concepts of sustainability, responsibility and ethics focussing on their links and differences, also to understand how companies move…

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Abstract

Purpose

The purpose of this paper is to analyse the concepts of sustainability, responsibility and ethics focussing on their links and differences, also to understand how companies move respectively in these field; to understand how companies sometimes move away from the basic and deep meaning of these concepts, landing in a merely utilitarian sphere of personal advantage where ethics, instead of being an irreplaceable and essential stronghold, is found to be a fiction or just an instrument.

Design/methodology/approach

The methodology used assumes a theoretical critical approach and, based on the vast literature on the items, is based on a conceptual analysis of the themes of sustainability, corporate social responsibility (CSR) and ethics and of the behaviour that companies can adopt in the three contexts. A critical approach to these issues and concepts can effectively help us to understand how companies are responding to external demands and to the challenges of responsibility and sustainability, which are becoming increasingly pressing.

Findings

Ethics, sustainability, CSR and social and environmental reporting are distinct constructs with different meanings but linked by important conceptual and operational relationships.

Research limitations/implications

The results of the research are the consequence of the application of a critical approach based on a theoretical analysis of the concepts under study. It would be interesting to support the results achieved with empirical research studies.

Practical implications

This conceptual path helps scholars and companies themselves to understand the difference between the three key concepts analysed. Only by understanding the basic meaning will it be possible to really make one’s own and pursue it in the correct way.

Social implications

Nowadays, the authors are overwhelmed by these three concepts which are used as synonyms and incorrectly. This leads to confusion and misunderstandings. Knowledge of the characteristics and differences between these concepts and their concrete applications is of great importance.

Originality/value

This study tries to provide a critical discussion of how the three concepts intersect and differentiate, leading to concrete results or results that have nothing to do with their meaning. There are no conceptual papers in the literature that deal with the three concepts and also analyse the implications on the real world.

Details

Social Responsibility Journal, vol. 17 no. 5
Type: Research Article
ISSN: 1747-1117

Keywords

Open Access
Article
Publication date: 19 February 2024

Olga Gurova

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and…

Abstract

Purpose

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

Design/methodology/approach

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

Findings

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

Practical implications

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

Originality/value

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Open Access
Article
Publication date: 23 December 2022

Silvia Blasi, Shira Fano, Silvia Rita Sedita and Gianluca Toschi

This research aims to contribute to the literature on sustainable hospitality and tourism by applying social network analysis to identify sustainable tourism business networks and…

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Abstract

Purpose

This research aims to contribute to the literature on sustainable hospitality and tourism by applying social network analysis to identify sustainable tourism business networks and untangle the role of cognitive and geographical proximity in their formation.

Design/methodology/approach

Data mining and machine learning techniques were applied to data collected from the websites of tourism companies located in northeastern Italy, namely, the Veneto region. Specifically, the authors used Web scraping to extract relevant information from the internet.

Findings

The results support the existence of geographical clusters of tourist accommodation providers that are linked by strong cognitive proximity based on sustainability principles that are well communicated via their websites. This does not appear to be greenwashing because companies that have agreed on sustainability principles have also implemented concrete actions and tend to signal these actions through a variety of sustainability certifications.

Practical implications

The results may guide tourism managers and policymakers in developing tourism initiatives directed at the creation of fruitful collaborations between similarly oriented organizations and methods to support clusters of sustainable tourism accommodation. Identifying sustainable tourism networks may assist in the identification of potential actors of change, fueling a widespread transition toward sustainability.

Originality/value

In this study, the authors adopted an innovative methodology to detect sustainability-oriented tourism business networks. Additionally, to the best of the authors’ knowledge, this study is one of the first to simultaneously explore the cognitive and geographical connections between tourism businesses.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

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