at Google ScholarTitle data
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
Event: 45th Babson College Entrepreneurship Research Conference BCERC
, 4.-7. Juni 2025
, Babson College, Wellesley, Massachusetts, USA.
(Conference item: Conference
,
Speech with paper
)
Abstract in another language
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.
Further data
| Item Type: | Conference item (Speech with paper) |
|---|---|
| Refereed: | Yes |
| Keywords: | greenwashing; signaling theory; sustainable entrepreneurship; recruitment; signal interpretation |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI > Chair Business Administration XVI - Univ.-Prof. Dr. Matthias Baum Faculties Faculties > Faculty of Law, Business and Economics Faculties > Faculty of Law, Business and Economics > Department of Business Administration Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 10 Jun 2025 05:41 |
| Last Modified: | 23 Sep 2025 06:25 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/93905 |