From greenwashing to green B2B marketing : a systematic literature review

Vangeli, Anastas (avtor), Małecka, Agnieszka (avtor), Mitręga, Maciej (avtor), Pfajfar, Gregor (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: enterprises, green marketing, social responsibility, greenwashing, B2B marketing strategies, green B2B marketing, sustainability, corporate social responsibility, systematic literature review
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.02 - Pregledni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2023
• Št. strani: Str. 281-299
• Številčenje: Vol. 115
• PID: 20.500.12556/RUL-152972
• UDK: 339.1
• ISSN pri članku: 0019-8501
• DOI: 10.1016/j.indmarman.2023.10.002
• COBISS.SI-ID: 168828419
• Datum objave v RUL: 13.12.2023

Gradivo je del revije

• Naslov: Industrial marketing management
• Skrajšan naslov: Ind. mark. manage.
• Založnik: Elsevier
• ISSN: 0019-8501
• COBISS.SI-ID: 4663050

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: podjetje, zeleno trženje, družbena odgovornost

Projekti

• Financer: ARRS - Agencija za raziskovalno dejavnost Republike Slovenije
• Številka projekta: P5-0177
• Naslov: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah