From greenwashing to green B2B marketing : a systematic literature review

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

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.

• Language: English
• Keywords: enterprises, green marketing, social responsibility, greenwashing, B2B marketing strategies, green B2B marketing, sustainability, corporate social responsibility, systematic literature review
• Work type: Article
• Typology: 1.02 - Review Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2023
• Number of pages: Str. 281-299
• Numbering: Vol. 115
• PID: 20.500.12556/RUL-152972
• UDC: 339.1
• ISSN on article: 0019-8501
• DOI: 10.1016/j.indmarman.2023.10.002
• COBISS.SI-ID: 168828419
• Publication date in RUL: 13.12.2023

Record is a part of a journal

• Title: Industrial marketing management
• Shortened title: Ind. mark. manage.
• Publisher: Elsevier
• ISSN: 0019-8501
• COBISS.SI-ID: 4663050

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

Secondary language

• Language: Slovenian
• Keywords: podjetje, zeleno trženje, družbena odgovornost

Projects

• Funder: ARRS - Slovenian Research Agency
• Project number: P5-0177
• Name: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah