bei Google ScholarTitelangaben
Supe, Johanna ; Streeb, Mirjam ; Baum, Matthias:
(Don't) Judge a Venture by Its Color : The Impact of Greenwashing Accusations on
Sustainable New Ventures' Employer Attractiveness.
2025
Veranstaltung: 45th Babson College Entrepreneurship Research Conference BCERC
, 4.-7. Juni 2025
, Babson College, Wellesley, Massachusetts, USA.
(Veranstaltungsbeitrag: Kongress/Konferenz/Symposium/Tagung
,
Vortrag mit Paper
)
Abstract
Greenwashing accusations may severely damage the employer attractiveness of green ventures by shaping how sustainability signals are interpreted. We investigate how greenwashing accusations influence job seekers’ application decisions, how such accusations are cognitively processed, and whether internal (green vision enactment) and external (green endorsements) signals can limit the negative implications of greenwashing accusations. Findings from a vignette study (a randomized between-subjects experiment) with 250 U.S. job seekers reveal that external greenwashing accusations diminish job pursuit intentions, particularly through increased uncertainty perceptions. However, the enactment of a green vision (as a strong internal signal) partially mitigates the negative effects of greenwashing, at least in terms of the perception of genuine motivation, which again serves as a significant proponent of job pursuit intentions. Moreover, endorsements through external certifications have a direct and positive effect on uncertainty perceptions.