A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism

Yılmaz, Mine Bertan; Hawks, Banu Baybars

doi:10.1007/978-3-030-82572-0_6

Cited by 7 publications

(2 citation statements)

References 12 publications

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“…The shift towards sustainable marketing methods signifies a notable break from conventional marketing strategies, traditionally emphasising immediate profits rather than long-term sustainability (Susilo, 2023). Businesses face many difficult issues as they strive to navigate the interplay between economic aims, ethical considerations, and environmental concerns in their marketing activities (Todeschini et al, 2020;Yılmaz & Baybars, 2022).…”

Section: Introductionmentioning

confidence: 99%

Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives

Sudirjo,

Dizon,

Rusmardiana

et al. 2024

Indonesian Journal of Communications Studies

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In recent years, corporations' sustainable marketing practices have gone beyond just selling mere products or services and present significant challenges. This study examines the moral, ethical, and practical challenges encountered by sustainable marketing, specifically from the standpoint of business communication. This research explains the notion of sustainable marketing and discerns its ethical dilemmas by examining the current body of scholarly literature. The discussion focuses on stakeholder theory, ethical consumerism, and communication theories. The study employs a qualitative research methodology, gathering data through comprehensive interviews and case analysis. The participants comprise marketing professionals, consumers, and companies that place sustainability as a top priority. The findings illustrate that organisations face many moral and ethical challenges while creating and executing sustainable marketing strategies. For example, challenges arise when trying to balance the desire for genuineness and openness and the success of marketing communications, as well as conflicts between moral evaluations and business goals. These challenges substantially impact the company's communication strategy, as they are directly connected to consumer trust and brand image. This study offers valuable insights for companies creating and implementing sustainable marketing strategies. It highlights the crucial role of managing moral and ethical factors to achieve long-term success. Moreover, the discoveries can aid policymakers and regulatory agencies formulate criteria and recommendations to foster sustainable corporate practices.

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Section: Introductionmentioning

confidence: 99%

Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives

Sudirjo,

Dizon,

Rusmardiana

et al. 2024

Indonesian Journal of Communications Studies

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“…Green advertising is a controversial concept, which has been highly disputed in the literature so far. On the one side, it was criticized by some scholars (Carlson et al 1993 ; Davis 1993 ; de Freitas Netto et al 2020 ; Fernando et al 2014 ; Naderer and Opree 2021 ; Parguel and Johnson 2021 ; Polonsky et al 1998 ) as a misleading and deceptive way of promoting products and/or services with a so-called commitment to the consumers’ sensitivity to the environmental issues by seemingly adhering to the requirements of green consumerism, which means the individual preferences of consumers to use less clustery damaging products/services (Holder 1991 , p. 323), and thus as a way of greenwashing (Furlow 2010 , p. 23; Gephart et al 2011 , p. 20; Kärnä et al 2001 , p. 59; Parguel and Johnson 2021 , p. 59; Yılmaz and Baybars 2022 , p. 122). On the other side, some authors (Agarwal and Kumar 2021 ; Iyer and Banerjee 1993 ; Kärnä et al 2001 ; Segev et al 2016 ) addressed it as a kind of advertising which companies apply to deliver honest messages and claims regarding their initiatives to lessen the impact of their brands and products on the environment.…”

Section: Introductionmentioning

confidence: 99%

Climate change and marketing: a bibliometric analysis of research from 1992 to 2022

Urhan

Hoştut

Güdekli

et al. 2023

Environ Sci Pollut Res

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Climate change with adverse impacts on the environment, economy, and society requires marketing to change current attitudes and behaviors towards sustainable production and consumption, and thus climate change is interrelated to marketing. However, no body of literature has comprehensively investigated the connections and relationships between climate change and marketing. This study examined such connections and relationships from a bibliometric approach using Web of Science and Scopus databases from 1992 to 2022. The search strategy utilized topic and title/abstract/keyword search. The search query retrieved 1723 documents. VOSviewer and Biblioshiny were utilized to analyze data on authors, keywords, institutions, countries, sources, citations, and co-citations. The findings showed an upward trend in the annual number of publications with the top three most productive countries being the USA, the UK, and Australia and the most productive institutions in the USA, New Zealand, and the UK. The top three author keywords were climate change, sustainability, and marketing. The Sustainability journal ranked first in terms of productivity while Energy Policy in terms of citations. International collaborations were mostly between developed countries also known as Global North Countries, and collaborations between these countries and developing and developed countries should be encouraged. During the COVID-19 pandemic, the number of documents increased, and research themes altered. Research on energy, innovation, insect farming, and carbon management is a top priority. The results proved that most studies were conducted outside the field of marketing.

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Circular economy in Green Deal strategies

Mihai¹,

Ulman²

2023

Sustainable and Circular Management of Resources and Waste Towards a Green Deal

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A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism

Cited by 7 publications

References 12 publications

Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives

Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives

Climate change and marketing: a bibliometric analysis of research from 1992 to 2022

Circular economy in Green Deal strategies

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