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

Author

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  • 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
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    References listed on IDEAS

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    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    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.
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