Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/327094 
Year of Publication: 
2025
Citation: 
[Journal:] BRQ Business Research Quarterly [ISSN:] 2340-9444 [Volume:] 28 [Issue:] 3 [Year:] 2025 [Pages:] 731-749
Publisher: 
Sage Publishing, London
Abstract: 
Greenwashing can be perceived as dishonest behavior that can threaten trust in business deals due to the current trend of an intensive scrutiny of sustainability-related messages from organizations. Drawing on the literature concerning managerial trust, our study analyzes how perceived greenwashing negatively affects business-to-business relationships, focusing on two aspects: (1) whether managers' perception of greenwashing is influenced by uncertainty in the business decision-making process and (2) whether individual manager characteristics play a significant role in modulating this influence. We used an experimental design involving 125 Spanish managers to confirm the importance of uncertain scenarios under the negative influence of greenwashing on business decision-making process. The findings also confirm that this negative influence is intensified by managers' characteristics in terms of risk aversion and the importance they place on corporate reputation. The study makes several contributions to academia and practitioners by advancing the understanding of greenwashing in the context of business-to-business relationships.
Subjects: 
Greenwashing
managers
corporate reputation
risk aversion
trust
uncertainty
JEL: 
M10
M14
M21
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

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