A Conceptual Analysis of Online Marketing through Corporate Greenwashing

Abstract

This study aims to advance the understanding of consumer perceptions towards corporate greenwashing in internet marketing. A review of recent literature on the subject revealed a study vacuum on the impacts of corporate greenwashing on the internet and how it affects Generation Z (those born between 1995 and 2010) (Francis and Hoefel, 2018). This cross-sectional, mixed-method study methodology explores the effects of the internet marketing environment and the characteristics of Generation Z, building on existing knowledge while utilizing existing results. The study supported earlier findings by showing that Generation Z has little faith in big businesses and is inherently dubious of green marketing. But being aware of greenwashing has little direct impact on consumers' intentions to buy; instead, it depends more onother criteria.