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Abstract

• Many firms aim to enhance their environmental standing through publicizing their efforts.

• Green marketing strategies are employed to gain competitive advantage and attract eco-conscious consumers.

• Not all green marketing claims are genuine, leading to the term "greenwashing," which can harm both profitability and ethical standards.

Introduction

• Environmental concerns have increased since the 1960s.

• Between 2009-2010, greener product offerings grew by 73%.

• The UN's Sustainable Development Goals emphasize sustainable consumption and production.

• Companies strive to communicate their environmental efforts but may exaggerate or misrepresent their actions, resulting in greenwashing.

• Consumer distrust towards green marketing complicates companies' efforts to build credibility.

Greenwashing

• Greenwashing is the act of misleading consumers regarding a company's environmental practices or claims about products.

• External, organizational, and individual factors contribute to greenwashing.

• There is a lack of research on the implications of greenwashing, which can lead to ethical harms.

Research Focus and Methodology

• The research extends prior studies by examining additional factors influencing perceived greenwashing and its outcomes.

• Two studies conducted: an interview study with organizations involved in green marketing and an experiment on consumer interaction with a company website.

• Mixed methods approach utilized (interviews, questionnaires, and neurophysiological techniques).

Literature Review

Green Marketing

• Definition: Advertisements suggesting or implying environmental benefits.

• Greenwashing is seen as a misrepresentation of eco-friendly practices.

Attribution Theory

• Ethical claims in marketing affect consumer attitudes and behaviors.

• More specific environmental claims garner consumer trust.

Conceptual Model and Hypotheses

• Model examines the relationship between perceived greenwashing, environmental beliefs, interactivity, and outcomes.

Hypotheses

1. More interactive green components on websites relate positively to perceived interactivity.

2. Positive environmental beliefs relate positively to perceived greenwashing.

3. Higher perceived interactivity relates negatively to perceived greenwashing.

Website Design and Greenwashing

• Website designs can either mislead (greenwashed) or provide justified claims.

• High interactivity aids consumers in discovering organizational information, potentially reducing the perception of greenwashing.

Outcomes: Environmental and Product Perceptions

• Perceived greenwashing negatively affects green value and increases perceived green risk.

• Ethical attributions from consumers influence their perceptions of trust and product credibility.

Research Findings

• Interviews suggest transparency in environmental claims is critical for overcoming consumer mistrust.

• Identified “unintentional greenwashers” who are not aware of supply chain practices.

• The importance of third-party certification and effective communication methods were emphasized.

Study 1: Interviews with Organizations

Purpose

• Gather insights on organizational views on greenwashing and effective communication methods.

Results

• Companies highlighted the need for certifications and narratives in conveying environmental friendliness.

Study 2: Experiment with Generation Z

Purpose

• Investigate perceptions of greenwashing through online shopping experiences.

Procedure

• Conducted in behavioral labs where participants interacted with product webpages with varying degrees of interactive green components.

Findings

• Hypotheses related to interactivity and perceived greenwashing were largely supported, except for the negative relation between environmental beliefs and perceived greenwashing.

Conclusion

• Research highlights the impact of perceived greenwashing on consumer behavior.

• Emphasizes the need for ethical practices in green marketing to promote sustainable behavior.

• Future studies should explore the ethical implications of enhanced website interactivity and the varied perceptions of greenwashing.