20.500.12556/RUL-152972 From greenwashing to green B2B marketing a systematic literature review This paper addresses the emergence of greenwashing and examines its implications for the development of green marketing strategies. It starts from the premise that companies face vigilant environmental activism when developing B2B marketing strategies, focusing on identifying discrepancies between intended marketing messages and actual practices, as well as an increasingly tightening regulatory environment. The core of the paper is a systematic review of interdisciplinary research on greenwashing in the B2B context with a focus on B2B marketing implications. In particular, this study contributes to a modern understanding of greenwashing by providing a new framework for the typology, drivers, and consequences of greenwashing. It also contrasts theories that help explain the greenwashing phenomenon through an interdisciplinary perspective. Finally, this study points out the gaps in existing research on this phenomenon and offers rich future research directions. enterprises green marketing social responsibility greenwashing B2B marketing strategies green B2B marketing sustainability corporate social responsibility systematic literature review podjetje zeleno trženje družbena odgovornost true false true Angleški jezik Slovenski jezik Članek v reviji 2023-12-13 11:02:37 2023-12-13 11:02:40 2023-12-14 03:55:08 0000-00-00 00:00:00 2023 0 0 Str. 281-299 Vol. 115 Nov. 2023 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.1 0019-8501 10.1016/j.indmarman.2023.10.002 168828419 1-s2.0-S001985012300192X-main.pdf 1-s2.0-S001985012300192X-main.pdf 1 C7B12AFA4B70D718E0574628E1927928 5618c42cf97cd3253378bc687be1e48c15fe4c9143083066eb88376abc90cd10 65d5a775-999f-11ee-9499-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=178730 https://www.sciencedirect.com/science/article/pii/S001985012300192X 0 45c2a705-999f-11ee-9499-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=178729 Ekonomska fakulteta 0 0 0