When Sustainability Signals Fail: Greenwashing and Informational Fragility in Marketing Systems
Published online on June 03, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
Sustainability-oriented markets increasingly depend on environmental communication to coordinate trust, legitimacy, and responsible exchange. However, the fast expansion of sustainability claims across digitally mediated markets has intensified concerns ...
Sustainability-oriented markets increasingly depend on environmental communication to coordinate trust, legitimacy, and responsible exchange. However, the fast expansion of sustainability claims across digitally mediated markets has intensified concerns ...