I'm excited to announce the publication of our latest paper, "Shades of Green Deception: An Empirical Examination into the Consequences of Greenwashing of Innovations," now available in Creativity and Innovation Management. This research delves into the pressing issue of greenwashing in sustainable product innovations and its far-reaching consequences. Our study shows that greenwashing in innovations significantly harms consumer brand perception—even more than when products make no green claims at all. Through four scenario-based experiments, we demonstrate how different intensities and focuses of greenwashing influence these negative effects. Our findings underscore the critical importance of transparency and authenticity in sustainability claims, as consumer trust is easily damaged when environmental expectations are not met—an insight grounded in Expectancy Disconfirmation Theory. I would like to thank the editors of Creativity and Innovation Management, our anonymous reviewers, and my co-authors Slawka Jordanow, Sven Heidenreich, and Juliane Schäfer for their invaluable contributions. For those interested in exploring our findings further, the paper is available open access here: https://lnkd.in/ebnj7tZ7
Glückwunsch! :)
Strategic Account Managerin at idealo internet GmbH, Business & Economic Psychology
3moHerzlichen Glückwunsch! Sehr spannendes Thema 👏