Relationship between characteristics of greenwashing and consumer loyalty: a systematic literature review
DOI:
https://doi.org/10.33448/rsd-v9i12.10900Keywords:
Sustainable consumption; Green marketing; Green wash; Consumer behavior; Misleading publicity.Abstract
This article aims to develop a systematic literature review to identify characteristics of greenwashing and understand it is effects on consumer loyalty. There was no clipping of dates for making the state of the art, as the subject is recent and few studies that analyze the effects of the practice are available. There were also no filters for the type of document, leaving open articles in a journal and conference proceedings, theses and dissertations, e-books, research reports, among others. The databases used for the search were Web of Science, Scopus and Science Direct. After the search, the articles found were included in the Start software to perform the SLR. After the selections, a volume of 94 publications linked to the subject was obtained, among these, 21 were selected for complete reading and, subsequently, eight publications were used for the final composition of SLR. The characteristics of greenwashing were identified: untruths, false information, symbolic behavior, vague information, among others. The effect of greenwashing on loyalty is the loss of customer confidence in the product or service, in addition to increased skepticism. Therefore, the practice of greenwashing is harmful to the environment and the organization's business.
References
Aceleanu, M. I. (2016). Sustainability and competitiveness of Romanian farms though organic agriculture. Sustainability, 8, 1-19. 10.3390/su8030245
Aquino, E. L. R. D., Mollo Neto, M., Bernardo, C. H. C., Morais, F. J. O., & Santos, P. S. B. dos. (2020). Ferramentas de manutenção preditiva de motores diesel: uma revisão bibliográfica sistemática. Research, Society and Development, 9(11), e57691110195. https://doi.org/10.33448/rsd-v9i11.10195.
Biolchini, J. C. A., Mian, P. G., Natali, A. C. C., Conte, T. U. & Travassos, G. H. (2007). Scientific research ontology to support systematic review in software engineering. Advanced Engineering Informatics, 21(2) 133-151. doi.org/10.1016/j.aei.2006.11.006.
Bradford, R. (2007). Greenwash confronted: misleading advertisement regulation in the European Union and its member states. Recuperado de: www.foeeurope.org/corporates/pdf/greenwash_confronted.pdf.
Braga Júnior, S. S., Martínez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54(2), 226-241. 10.1108/RAUSP-08-2018-00702019.
Chen, Y. S. & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1).
1108/00251741311291319.
Conforto, E. C., Amaral, D. C. & Silva, S. L. (2011). Roteiro para revisão bibliográfica sistemática: aplicação no desenvolvimento de produtos e gerenciamento de projetos. VIII Congresso Brasileiro de Gestão de Desenvolvimento de Produto. Porto Alegre, RS.
Dick, A. S. & Basu, K. (1994). Customer loyalty: toward na integrted conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. 10.1177/0092070394222001
Diryana, I., & Kurniawan, G. I. (2015). Brand Equity of Green Products through Customer Trust and Customer Value. International Conference on Economics and Banking. 10.2991/iceb-15.2015.53.
Einwiller, S., Lis, B., Ruppel, C. & Sen, S. (2019). When CSR-based identification backfires: Testing the effects of CSR-related negative publicity. Journal of Business Research, 104, 1-13. 10.1016/j.jbusres.2019.06.036
Guo, R., Tao, L., Yan, L., Gao, P. (2014). The effect path of greenwashing brand trust in chinese microbiological industry from decoupling view. BioTechnology An Indian Journal, 10(7), 1828-1831. ISSN: 0974-7435.
Gupta, A., Dash, A. & Mishra, A. (2019). All that glitters is not green: Creating trustworthy ecofriendlyservices at green hotel. Tourism Management, 70, 155-169. 10.1016/j.tourman.2018.08.015.
Hamann, R. & Kapelus, P. (2004). Corporate social responsibility in mining in Southern Africa: Fair accountability or just greenwash? Development, 47(3), 85–92. 10.1057/palgrave.development.1100056
Johnson, E. (2012). The thin green line: Between sustainability and Greenwash.113-117.
1007/978-94-007-3834-8_8.
Lin, J., Lobo, A. & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 425-440. 10.1108/MIP-09-2016-0174.
Livingston, J., Howe, J. & Bowyer, J. (2015). Guidance on the FTC's - The Green Guides, What, Why and How of Green Marketing Claims. Recuperado de: http://www.dovetailinc.org/reports/The+Green+Guides+What,+Why+and+How+of+Green+Marketing+Claims_n654?prefix=%2Freports.
Nyilasy, G., Gangadharbatla, H. & Paladino, A. (2014). Perceived greenwashing: the interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693-707. 10.1007/s10551-013-1944-3.
Parguel, B., Benoît-Moreau, F. & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of business ethics, 102(15). 10.1007/s10551-011-0901-2.
Pereira, A. S., Shitsuka, D. M., Parreira, F. J. & Shitsuka, R. (2018). Metodologia da pesquisa científica. Santa Maria, RS: UFSM, NTE.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Marcos Mateus da Silva; Cristiane Hengler Corrêa Bernardo; Sérgio Silva Braga Júnior
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
