Is the “Green Washing” Effect Stronger than Real Scientific Knowledge? Are We Able to Transmit Formal Knowledge in the Face of Marketing Campaigns?

Alonso-Calero, José María; Cano, Josefa; Guerrero‐Pérez, M. Olga

doi:10.3390/su14010285

Cited by 11 publications

(5 citation statements)

References 24 publications

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“…In this case, actors on the supply side direct the attention of consumers to ecological and other problems they had not addressed before [15][16][17][18]. However, some companies abuse the "green" and "sustainable" concepts to increase sales only [19].…”

Section: Introductionmentioning

confidence: 99%

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Mura

Ambrus²,

Zsigmond

et al. 2022

Sustainability

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The aim of the article is to examine the impact of green marketing on consumer behavior in the market for products containing palm oil. The first chapter addresses the theoretical approach—the impact of green marketing on consumer behavior. We considered a questionnaire survey to be the most appropriate method to conduct our research. In order to test our hypotheses, we applied Crosstab and Pearson’s chi-square test. The strength of the relationship between the variables was measured using Cramer’s V. The third chapter presents the research results based on the processed information of 527 obtained datasheets from the respondents. The data were collected from Slovak consumers in the summer of 2021. Hypotheses H1 (“There is a significant relationship between the opinion of the consumer regarding purchasing products containing palm oil and the knowledge that the product does contain palm oil.”) and H2 (“There is a relationship between the consumer willingness to refuse the purchase of certain products if it has negative impact on the environment and the generational group the consumer belongs to.”) were approved, however the relationship proved to be weak in both cases. The research makes it clear that the majority of consumers do not spend time reading descriptions on product packaging. It might be helpful for companies to make it clear and visible on the packaging that their product does not contain palm oil, informing the consumer and influencing them with the negative emotional message of the advert. The obtained research results are useful both for the producers and the customers.

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Section: Introductionmentioning

confidence: 99%

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Mura

Ambrus²,

Zsigmond

et al. 2022

Sustainability

View full text Add to dashboard Cite

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“…Another reason could be that the word "bio-based" does not exist in some languages. Addressing issues such as greenwashing marketing [17] and an overwhelming use of terms, such as "bio" or "green" [3,16], is required to overcome the current tendency between a medium level of knowledge about bio-based alternatives and a low actual product purchase [40,41].…”

Section: Discussionmentioning

confidence: 99%

“…Understanding aspects related to social acceptance and consumer barriers to the consumption of bio-based products are essential in order to promote a rapid market penetration, meeting customer expectations [15] and overcoming the scepticism generated over the years by misuse of the term "bio" [3,16]. As consumers seems to be more susceptible to marketing campaigns than to their actual knowledge [17], companies might adopt greenwashing strategies, which refers to adopting self-claimed sustainability practices or product properties that differ from the actual performance [18,19]. Overcoming this issue in favour of bio-based products might require the identification of the most trusted channels and the more reliable third parties by consumers, requiring an early involvement of stakeholders for the definition of future bio-based products.…”

Section: Introductionmentioning

confidence: 99%

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Analysing the Social Acceptance of Bio-Based Products Made from Recycled Absorbent Hygiene Products in Europe

et al. 2023

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The acceptance of bio-based products by consumers is one of the fundamental pillars to achieve the integration of a circular economy model in society. This article analyses the results obtained in a large-scale survey on the social acceptance of bio-based products, especially those obtained from Absorbent Hygiene Products, where a statistical analysis of the data collected is performed to establish rules of thumb and conclusions on the factors considered most significant for consumers in their purchasing decisions. The study was carried out in four European countries, and the sample population covered different age ranges, genders and economic statuses. The main findings are that the most critical factors relate to price, quality and ease of use, but other factors, such as environmental benefits, composition and origin of materials, also affect bio-based products. In addition, this study concludes that most people do not understand some important aspects related to bio-based products, and product information and communication channels need to be improved. Therefore, purchasing strategies for bio-based products should focus on addressing these shortcomings, making the decision to buy bio-based products a quick and easy action.

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“…In the academic sphere, Kirchherr and Piscicelli (2019) [18] acknowledged the potential of ECE, while recognizing the necessary role of the private sector, especially in CE increasing GJs [47]. The former identified ECE's limitations, such as the need to insert it not just in the realm of sustainable development, but to also express the limitations of its transition openly in specific courses, such as greenwashing in CE [48,49]. Furthermore, it is crucial not only to include firms, thus the private sector, to increase the understanding of CE application-via ECE-but to provide an understanding of the relationship between private and public sectors, and why and how such partnerships are necessary for the application of CE strategies, aiming to protect social capital [50].…”

Section: Overview Of the Topicmentioning

confidence: 99%

Barriers to Efficient Knowledge Transfer for a Holistic Circular Economy: Insights towards Green Job Developments and Training for Young Professionals

Guerreschi

Piras

Heck

2023

Youth

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There is a growing interest in adopting a holistic circular economy (CE) to reach a sustainable and economically viable future, thus there is an increasing need for professionals in the field to do so efficiently. In this regard, good education and knowledge sharing are crucial. This knowledge sharing is bi-directional across generations, with everyone gaining equally from the various viewpoints and experiences. CE strategy research and education are beneficial for the implementation of sustainable development that considers economic, social, and environmental spheres. Additionally, attention is being paid to the younger generation, which is now focused on addressing climate change, as evidenced by the growth of the post-Greta Thunberg phenomena. As a result, this paper proposes a set of recommendations to improve measures for circular economy education (ECE) in order to train future CE experts who can contribute to achieving successful sustainable development. This research proposes, through a literature review and case studies analyses, that enhancing ECE can cultivate future CE specialists who can contribute to the successful pursuit of sustainable development as the demand for green jobs grows. According to our preliminary understanding, widespread ECE can be a critical tool for bringing together experienced circular professionals, students, and younger generations, in meeting their needs and advancing circular development through various forms, including specific training and reskilling of professionals required. However, we discovered a lack of consensus across the case studies on the ideal CE expert or educational modality, which is mirrored in the literature, indicating the need for greater collaboration among different disciplines and stakeholders. There also appears to be a general lack of awareness about the benefits of the CE, necessitating the collaboration between the private and public sectors in providing educational opportunities, accessible study materials, and research funding to accelerate innovation and competitiveness. Thus, institutions and businesses could play a role in standardising basic circular principles and competencies in CE as a means of providing basic guidelines that could be supplemented with specialised courses and diverse content ranging from public knowledge to more specialised professionals or students aiding the implementation of CE strategies, which reduce local disparities increasing green jobs accessibility for youth. Conclusively, this paper looks to provide recommendations for improvements in this field.

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Is the “Green Washing” Effect Stronger than Real Scientific Knowledge? Are We Able to Transmit Formal Knowledge in the Face of Marketing Campaigns?

Cited by 11 publications

References 24 publications

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Analysing the Social Acceptance of Bio-Based Products Made from Recycled Absorbent Hygiene Products in Europe

Barriers to Efficient Knowledge Transfer for a Holistic Circular Economy: Insights towards Green Job Developments and Training for Young Professionals

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