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Greenwashing as a Barrier to Sustainable Marketing, Saulo Sebastian Luna…
Greenwashing as a Barrier to Sustainable Marketing
Marketing Messages
Green Marketing Strategies
Eco-branding
Sustainability communication
Environmental advertising
Green product positioning
Types of Greenwashing
False environmental claims
Exaggerated sustainability promises
Vague eco-language
Misleading eco-labels
Hidden trade-offs
Communication Problems
Contradictory sustainability information
Lack of transparency
Symbolic sustainability actions
Reputation-focused messaging
Strategic Importance
Builds competitive advantage
Shapes consumer perceptions
Influences purchase intentions
Supports brand image
Sustainable Communication Requirements
Evidence-based claims
Authentic environmental practices
Consistency between promises and actions
Transparent reporting
Consumer Expectations
Formation of Expectations
Social influence
Family
Friends
Media
Behavioral beliefs
Perceived environmental benefits
Ethical consumption values
Perceived behavioral control
Ability to evaluate green products
Consumer environmental awareness
Psychological Processes
Expectation Confirmation Theory (ECT)
Pre-purchase expectations
Cognitive evaluation of brand performance
Emotional responses to sustainability claims
Disconfirmation of Beliefs
Gap between promises and reality
Negative disconfirmation
Dissatisfaction
Frustration
Cognitive dissonance
Stronger expectations
stronger disappointment
Consumer Behavior Outcomes
Reduced engagement
Brand switching
Decline in sustainable purchasing
Increased skepticism toward green products
Research Findings
Subjective norms positively affect expectations
Controlled behavior positively affects expectations
Behavioral beliefs strongly affect expectations
Confusion and Misinformation
Consumer Confusion
Ambiguous environmental claims
Excessive green messaging
Contradictory sustainability information
Difficulty evaluating products
Sources of Misinformation
Greenwashing campaigns
Fake certifications
Unverified eco-labels
Manipulative advertising
Cognitive Effects
Information overload
Uncertainty
Skepticism
Reduced decision confidence
Emotional Effects
Frustration
Distrust
Alienation from sustainable brands
Relationship with Greenwashing
Greenwashing
belief disconfirmation
Disconfirmation
confusion
Confusion
distrust
Research Findings
Disconfirmation positively influences confusion
Confusion negatively affects trust
Contextual Factors
Weak regulatory systems
Low environmental literacy
Limited sustainability education
Emerging-market vulnerability
Trust, Credibility, and Environmental Risks
Brand Trust
Perceived honesty
Reliability of sustainability claims
Emotional credibility
Consumer confidence in green brands
Brand Loyalty
Repeat purchases
Consumer advocacy
Long-term commitment
Emotional attachment
Credibility Risks
Reputation damage
Consumer skepticism
Loss of authenticity
Erosion of consumer–brand relationships
Environmental Risks
Weakening real sustainability efforts
Discouraging sustainable consumption
Delaying environmental progress
Undermining eco-friendly markets
Institutional and Social Risks
Weak regulation
Lack of eco-label oversight
Fragile public trust
Market-wide cynicism
Sustainable Development Impact
Barrier to SDG 12: Responsible Consumption and Production
Reduced participation in green initiatives
Slower sustainability transitions
Solutions and Recommendations
Stronger environmental regulations
Third-party certifications
Ethical branding practices
Transparent sustainability communication
Consumer education initiatives
Research Findings
Trust positively affects loyalty
Greenwashing destroys trust-based relationships
Authenticity is essential for sustainable marketing success
Saulo Sebastian Luna Del Valle
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