Greenwashing in Business to Business (B2B) Context. Prevalence, Motives, Risks and Mitigation Strategies

This dissertation is devoted to providing an in-depth analysis of greenwashing tactics within the sphere of B2B interactions. Greenwashing, a deceitful practice involving falsified environmental declarations by businesses, is the core focus of this study. The research utilizes stakeholder theory as its theoretical framework, capitalizing on a web-based, open-ended questionnaire to collect substantive qualitative data from a diverse group of B2B stakeholders. The study employs grounded theory as the cornerstone of its data examination, thus enabling the creation of theoretical structures that are directly rooted in the data. The research seeks to understand the triggers, tactics, and afteref…