IDEAS home Printed from https://ideas.repec.org/a/ags/ijaeri/345051.html
   My bibliography  Save this article

Assessing greenwashing practices with special relevance to the food & beverage industry

Author

Listed:
  • Vrinda Tikkha
  • Prachi Agarwal
  • Dr. Rohit Rajwanshi

Abstract

This paper aims to investigate the concept of greenwashing and its application in various industries, with a specific focus on the food and beverage industry. A systematic Literature Review (SLR) was carried out to identify Greenwashing Practices (GwP). After reviewing more than 20 papers from the Journal of international repute, the definitions related to GwP were studied. It was established that GwP is an unethical marketing practice. Subsequently, all the definitions were run in the WORDITOUT application (Data mining technique) which clearly highlighted the list of negative words attached to this concept. Furthermore, based on SLR, 10 common GwP were identified across various industries. One of the objectives of this research was to study the GwP in Food & beverage (F&B) industry. Content analysis indicated that 5 GwP are highly common and significantly influence consumer behaviour. Key findings highlight the need for stricter regulatory measures and greater consumer awareness to mitigate greenwashing's adverse effects. This study contributes to the existing literature by providing insights into greenwashing trends in South Asia, an area with limited prior research.

Suggested Citation

  • Vrinda Tikkha & Prachi Agarwal & Dr. Rohit Rajwanshi, 2024. "Assessing greenwashing practices with special relevance to the food & beverage industry," International Journal of Agriculture and Environmental Research, Malwa International Journals Publication, vol. 10(04), July.
    • Handle: RePEc:ags:ijaeri:345051
    DOI: 10.22004/ag.econ.345051
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/345051/files/ijaer_10__28.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.345051?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Siano, Alfonso & Vollero, Agostino & Conte, Francesca & Amabile, Sara, 2017. "“More than words”: Expanding the taxonomy of greenwashing after the Volkswagen scandal," Journal of Business Research, Elsevier, vol. 71(C), pages 27-37.
    2. Mei Li & Gregory Trencher & Jusen Asuka, 2022. "The clean energy claims of BP, Chevron, ExxonMobil and Shell: A mismatch between discourse, actions and investments," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-27, February.
    3. Weng Marc Lim & Ding Hooi Ting, 2011. "Green marketing: issues, developments and avenues for future research," International Journal of Global Environmental Issues, Inderscience Enterprises Ltd, vol. 11(2), pages 139-156.
    4. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    5. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    6. Grunert, Klaus G. & Hieke, Sophie & Wills, Josephine, 2014. "Sustainability labels on food products: Consumer motivation, understanding and use," Food Policy, Elsevier, vol. 44(C), pages 177-189.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Prachi Agarwal & Vrinda Tikkha & Rohit Rajwanshi, . "A Study To Explore The Effect Of Brand Label Vs. Information Label In The Food And Beverage Industry Towards Greenwashing Practices," International Journal of Agriculture and Environmental Research, Malwa International Journals Publication, vol. 11(01).
    2. Karol Dabrowski & Katarzyna Skrzypek & Daria Moskwa - Beczkowska, 2025. "Orders for Sustainability Reports – A New Phenomenon in Manufacturing Companies in the Metal and Automotive Industries," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 659-673.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paula Danyelle Berrêdo & Odilanei Morais dos Santos & Hafez Abdo & Marcelo Álvaro da Silva Macedo & Luciano Dias Losekann, 2024. "Energy transition: Assessing oil companies' compliance with their disclosed environmental strategic positioning," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3517-3534, July.
    2. Noémi Nemes & Stephen J. Scanlan & Pete Smith & Tone Smith & Melissa Aronczyk & Stephanie Hill & Simon L. Lewis & A. Wren Montgomery & Francesco N. Tubiello & Doreen Stabinsky, 2022. "An Integrated Framework to Assess Greenwashing," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    3. Francesca Bernini & Fabio La Rosa, 2024. "Research in the greenwashing field: concepts, theories, and potential impacts on economic and social value," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(2), pages 405-444, June.
    4. Cao, June & Huang, Zijie & Shahid, Ahmad Usman, 2025. "Fostering environmental integrity via investor-focused communications: Private in-house meeting disclosures and greenwashing behaviors," Journal of Economic Behavior & Organization, Elsevier, vol. 232(C).
    5. Torelli, Riccardo & Balluchi, Federica & Lazzini, Arianna, 2019. "Greenwashing and Environmental Communication: Effects on Stakeholders’ Perceptions," OSF Preprints 97vxn, Center for Open Science.
    6. Vera Ferrón‐Vílchez & Jesus Valero‐Gil & Inés Suárez‐Perales, 2021. "How does greenwashing influence managers' decision‐making? An experimental approach under stakeholder view," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 860-880, March.
    7. Marta Pizzetti & Lucia Gatti & Peter Seele, 2021. "Firms Talk, Suppliers Walk: Analyzing the Locus of Greenwashing in the Blame Game and Introducing ‘Vicarious Greenwashing’," Journal of Business Ethics, Springer, vol. 170(1), pages 21-38, April.
    8. Ziynet Boz & Virpi Korhonen & Claire Koelsch Sand, 2020. "Consumer Considerations for the Implementation of Sustainable Packaging: A Review," Sustainability, MDPI, vol. 12(6), pages 1-34, March.
    9. Van Asselt, Joanna & Nian, Yefan & Soh, Moonwon & Morgan, Stephen & Gao, Zhifeng, 2022. "Do plastic warning labels reduce consumers' willingness to pay for plastic egg packaging? – Evidence from a choice experiment," Ecological Economics, Elsevier, vol. 198(C).
    10. Brécard, Dorothée & Chiroleu-Assouline, Mireille, 2025. "Informing the uninformed, sensitizing the informed: The two sides of consumer environmental awareness," Journal of Environmental Economics and Management, Elsevier, vol. 134(C).
    11. repec:osf:osfxxx:97vxn_v1 is not listed on IDEAS
    12. Roth, Victoria, 2021. "Talking is Silver, Doing is Gold? – The Influence of Corporate Social Responsibility on Corporate Financial Performance," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(3), pages 637-672.
    13. Gatti, Lucia & Pizzetti, Marta & Seele, Peter, 2021. "Green lies and their effect on intention to invest," Journal of Business Research, Elsevier, vol. 127(C), pages 228-240.
    14. Robert Kudłak, 2025. "Greenwashing or Striving to Persist: An Alternative Explanation of a Loose Coupling Between Corporate Environmental Commitments and Outcomes," Journal of Business Ethics, Springer, vol. 197(2), pages 355-370, March.
    15. Yangyang Li & Stolz Hanna & Ning Jiang & Xiangping Jia & Fang Gao, 2024. "Efficiency of Sustainability Cues in Consumer Choices of Seafood—Consumer Segments and Willingness to Pay in Southern China," Sustainability, MDPI, vol. 16(20), pages 1-17, October.
    16. Paudel, Bindu & Zhou, Mo, 2024. "Are consumers “green” enthusiasts or skeptics? Evidence from nontimber forest products," Forest Policy and Economics, Elsevier, vol. 168(C).
    17. Ilaria Mancuso & Angelo Natalicchio & Umberto Panniello & Paolo Roma, 2021. "Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain," Sustainability, MDPI, vol. 13(11), pages 1-22, May.
    18. Mathieu Gomes & Sylvain Marsat & Jonathan Peillex & Guillaume Pijourlet, 2024. "Does religiosity influence corporate greenwashing behavior ?," Post-Print hal-04360447, HAL.
    19. Gheorghe Orzan & Anca Francisca Cruceru & Cristina Teodora Bălăceanu & Raluca-Giorgiana Chivu, 2018. "Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers," Sustainability, MDPI, vol. 10(6), pages 1-11, May.
    20. Juan Pineiro-Chousa & Marcos Vizcaíno-González & María Ángeles López-Cabarcos & Noelia Romero-Castro, 2017. "Managing Reputational Risk through Environmental Management and Reporting: An Options Theory Approach," Sustainability, MDPI, vol. 9(3), pages 1-15, March.
    21. Carlos Ignacio Gallo Aguila & María del Pilar Castro Arellano & Marco Antonio Rodríguez Vega & Eliana Maritza Barturen Mondragón & María del Pilar Quezada Castro & Guillermo Alexander Quezada Cast, 2024. "Trends in Scientific Production on Greenwashing based on Scopus (1990-2023)," International Journal of Energy Economics and Policy, Econjournals, vol. 14(4), pages 464-471, July.

    More about this item

    Keywords

    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ijaeri:345051. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: http://ijaer.in/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.