IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i11p3568-3579.html
   My bibliography  Save this article

The Untold Stories of Green Marketing: Combating Greenwashing and Promoting Genuine Sustainability

Author

Listed:
  • Aragon

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus)

  • Dioso

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus)

  • Melliza

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines – Parañaque City Campus)

Abstract

This research aims to analyse the processes of green marketing, that is the simultaneous occurrence of genuine sustainable marketing and the phenomenon of ‘greenwashing’ in consumer markets. Since the awareness of environmental issues increases, green marketing is becoming more popular in its strategies. Nevertheless, greenwashing or a situation in which companies make misleading statements to give a positive image of the environmental friendliness they are not, hinders consumer confidence, and undermines the genuine ESG approaches. Furthermore, the study highlights the role of managing transparency and the process of authenticating the communication message with the intention of increasing consumers’ confidence in their purchase decisions. Finally, it offers a practical course of action for firms and institutions combating the dangers of greenwashing and fostering the development of more rigorous sustainable practices in the market.

Suggested Citation

  • Aragon & Dioso & Melliza, 2024. "The Untold Stories of Green Marketing: Combating Greenwashing and Promoting Genuine Sustainability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(11), pages 3568-3579, November.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:11:p:3568-3579
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-11/3568-3579.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-untold-stories-of-green-marketing-combating-greenwashing-and-promoting-genuine-sustainability/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mansour Alyahia & Alaa M. S. Azazz & Sameh Fayyad & Ibrahim A. Elshaer & Abuelkassem A. A. Mohammad, 2024. "Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity," Sustainability, MDPI, vol. 16(3), pages 1-20, January.
    2. Christina W. Y. Wong & Chee Yew Wong & Sakun Boon-itt & Ailie K. Y. Tang, 2021. "Strategies for Building Environmental Transparency and Accountability," Sustainability, MDPI, vol. 13(16), pages 1-25, August.
    3. Patrizia Gazzola & Gianluca Colombo & Roberta Pezzetti & Luminița Nicolescu, 2017. "Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions," Sustainability, MDPI, vol. 9(5), pages 1-19, April.
    4. Juan Li & Xixiang Sun & Canwei Hu, 2022. "The Role of Skepticism and Transparency in Shaping Green Brand Authenticity and Green Brand Evangelism," Sustainability, MDPI, vol. 14(23), pages 1-22, December.
    5. João M. Lopes & Sofia Gomes & Tiago Trancoso, 2023. "The Dark Side of Green Marketing: How Greenwashing Affects Circular Consumption?," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    6. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hua Pan & Huimin Zhu & Minmin Teng, 2023. "Low-Carbon Transformation Strategy for Blockchain-Based Power Supply Chain," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    2. Zhanna Mingaleva & Natalia Vukovic, 2023. "Brand Management and Innovation Management in the Age of Sustainable Development," Sustainability, MDPI, vol. 15(12), pages 1-6, June.
    3. Konstantinos Velaoras & Angeliki N. Menegaki & Serafeim Polyzos & Katerina Gotzamani, 2025. "The Role of Environmental Certification in the Hospitality Industry: Assessing Sustainability, Consumer Preferences, and the Economic Impact," Sustainability, MDPI, vol. 17(2), pages 1-31, January.
    4. Ping Chen, 2023. "The Effect of Value Creation on Startups Performance in the Digital Environment: Evidence from Chinese Digital Startups," Sustainability, MDPI, vol. 15(5), pages 1-18, February.
    5. Piero Mella & Michela Pellicelli, 2017. "How Myopia Archetypes Lead to Non-Sustainability," Sustainability, MDPI, vol. 10(1), pages 1-24, December.
    6. Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
    7. Albérico Travassos Rosário & Joana Carmo Dias, 2023. "The New Digital Economy and Sustainability: Challenges and Opportunities," Sustainability, MDPI, vol. 15(14), pages 1-23, July.
    8. Alaa M. S. Azazz & Ibrahim A. Elshaer & Abdulaziz Al Thani & Mohamed Algezawy & Abeer A. Mahrous & Mahmoud A. Mansour & Azza Abdel Moneim & Sameh Fayyad, 2024. "The Influence of Green Demarketing on Brand Credibility, Green Authenticity, and Greenwashing in the Food Industry," Sustainability, MDPI, vol. 16(21), pages 1-17, October.
    9. Zhu, Mingxun & Wang, Yanping & Wei, Min & Cai, Zhen, 2023. "How does digital finance affect consumer online shopping: A comprehensive analysis based on econometric model," Finance Research Letters, Elsevier, vol. 54(C).
    10. Abdelaziz Abdalla Al Owais, 2024. "Identifying the Internal and External Pressures of Quantifying the Impacts of Sustainability-Oriented Innovation," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 131-142, October.
    11. Willard Munyoka, 2022. "Inclusive Digital Innovation in South Africa: Perspectives from Disadvantaged and Marginalized Communities," Sustainability, MDPI, vol. 14(9), pages 1-23, April.
    12. Eka SEPASHVILI, 2017. "Eastern Partnership Integration with the EU and Inclusive Growth of National Economies," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(3), pages 439-453, September.
    13. Patrizia Gazzola & Enrica Pavione & Daniele Grechi & Paola Ossola, 2018. "Cycle Tourism as a Driver for the Sustainable Development of Little-Known or Remote Territories: The Experience of the Apennine Regions of Northern Italy," Sustainability, MDPI, vol. 10(6), pages 1-19, June.
    14. Patrizia Gazzola & Elena‐Mădălina Vătămănescu & Andreia Gabriela Andrei & Chiara Marrapodi, 2019. "Users' motivations to participate in the sharing economy: Moving from profits toward sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 741-751, July.
    15. Songbo Cai & Yaoping Liu & Sukhon Aduldecha & Junaidi Junaidi, 2025. "Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth," Sustainability, MDPI, vol. 17(6), pages 1-20, March.
    16. Song, Yunxing & Gong, Yuanyuan & Song, Yan & Chen, Xiaohui, 2024. "Exploring the impact of digital inclusive finance on consumption volatility: Insights from household entrepreneurship and income volatility," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    17. M.A. Afonasova & E.E. Panfilova & M.A. Galichkina, 2018. "Social and Economic Background of Digital Economy: Conditions for Transition," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 292-302.
    18. Florina Pînzaru & Paul Dobrescu & Alexandra Vițelar & Ion Moldoveanu & Adina Săniuță, 2023. "Linking Sustainability-Driven Factors and Online Knowledge Sharing in Business: A PLS-SEM Analysis," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    19. Giuseppe T. Cirella & Anatoliy G. Goncharuk & Corrado lo Storto & Alessio Russo, 2020. "Exploring Social Sustainability and Economic Practices: Multi-Journal Compendium," Sustainability, MDPI, vol. 12(5), pages 1-7, February.
    20. Kannan, Devika, 2021. "Sustainable procurement drivers for extended multi-tier context: A multi-theoretical perspective in the Danish supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 146(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:11:p:3568-3579. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.