From greenwashing to green B2B marketing: A systematic literature review
本文系统梳理了B2B情境下漂绿现象的跨学科研究，提出了漂绿的类型、驱动因素和后果的新框架，并对比了相关理论，为绿色营销策略开发提供参考。
This paper addresses the emergence of greenwashing and examines its implications for the development of green marketing strategies. It starts from the premise that companies face vigilant environmental activism when developing B2B marketing strategies, focusing on identifying discrepancies between intended marketing messages and actual practices, as well as an increasingly tightening regulatory environment. The core of the paper is a systematic review of interdisciplinary research on greenwashing in the B2B context with a focus on B2B marketing implications. In particular, this study contributes to a modern understanding of greenwashing by providing a new framework for the typology, drivers, and consequences of greenwashing. It also contrasts theories that help explain the greenwashing phenomenon through an interdisciplinary perspective. Finally, this study points out the gaps in existing research on this phenomenon and offers rich future research directions.