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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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。

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。

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。

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。

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。

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

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?

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The purpose of this article is twofold. First, this study characterises the current state of the bio-packaging market's development. Second, it identifies key factors influencing and possible scenarios of the bio-packaging market transition to increase the market share of compostable packaging.

The results of 29 in-depth interviews (IDIs) with representatives of the key groups of bio-packaging supply chains' (SCs') stakeholders were the input for the consideration of the research problem.

The main economic, legal, social and technological enablers and barriers to the bio-packaging regime transition are recognised, and their impact at the market level is explained. The authors recognised the hybrid transition scenario towards an increase in the market share of compostable packaging related to the three traditional pathways of transformation, reconfiguration and technological substitution.

This study contributes to a better understanding of the socio-technical system theory by examining interdependencies between landscape (external environment), market regime (bio-packaging market) and niche innovations (compostable packaging) as well as system transition pathways. The findings and conclusions on bio-packaging market developments can be important lessons learnt to be applied in different countries due to the same current development stage of the compostable packaging lifecycle worldwide.

Discussions on tourism development address the urgent need to reduce the negative impacts of tourism on tourist destinations. Despite decades of trying to find potential ways to foster sustainability, however, current tourism development is still mainly driven by political interests and growth agendas. In spite of concepts intending to improve sustainable tourism development, negative dynamics, such as over-tourism and the exploitation of nature and local communities, dominate the current reality of tourism. This article focuses on the concept of degrowth as a potential solution for rethinking tourism policy and practices to ensure greater sustainability. Its aim is to explore the gap between these policies and the academic theories on instigating sustainable change, and the actual reality of the tourism industry, which is primarily driven by economic motivations such as growth.

To explore this dichotomy, this paper investigates the values of tourism lifestyle entrepreneurs. Small businesses are the most dominant group in the industry in terms of numbers. I contend that researching their viewpoint on current developmental trends could lead to valuable insights into how to tackle this gap between theory and reality. This paper also explores how the degrowth paradigm may promote sustainability in tourism, as well as the potential role that tourism lifestyle entrepreneurs could play in this development. The discussion is illustrated by a case study based on interviews with tourism entrepreneurs in Iceland.

The findings indicate that various tourism stakeholders have different approaches to growth, with many tourism lifestyle entrepreneurs tending to embrace degrowth practices by acting according to their value base, albeit sometimes unconsciously. This focus on aspects other than growth could potentially encourage tourism lifestyle entrepreneurs to contribute to sustainable development.

The examples discussed in this paper are locally limited and cannot be generalized due to the small size of the interviewed sample group. The scalability of individual entrepreneurs’ impact is limited due to their small size.

The actions and values applied by these tourism lifestyle entrepreneurs demonstrate how degrowth can be manifest on a small scale: growth is only embraced up to a certain limit, so it oes not exceed social and environmental capacities; from that point on, community well-being plays the key role. This study demonstrates the untapped knowledge tourism lifestyle entrepreneurs could provide to rethinking the tourism industry.

This study demonstrates the importance of shedding more light on ethical issues and values beyond growth in both academic and political discussions. Addressing tourism lifestyle entrepreneurs as smaller-scale actors of tourism degrowth could be a meaningful starting point for holistically rethinking tourism and give them a voice.

This research emphasizes untapped knowledge by acknowledging entrepreneurs and their potential for rethinking tourism development, concluding with recommendations for practice and policy.