Examining Greenwashing Patterns of Brands in the Digital Age: The Impact of Emerging Technologies on Green Marketing and Sustainable Innovation(مقاله علمی وزارت علوم)
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The aim of this study is to investigate the impact of emerging technologies on green marketing strategies and brand-driven sustainable innovation in the digital age, alongside analyzing the phenomenon of greenwashing. This qualitative research employed a grounded theory approach, utilizing semi-structured interviews and open, axial, and selective coding for data analysis. The statistical population consisted of experts and marketing managers in the fields of branding and green marketing, from whom in-depth interviews were conducted for data collection. The findings revealed that during the data analysis process, initial codes were extracted and ultimately categorized into six main themes: "causal conditions," "contextual conditions," "intervening conditions," "strategies," "consequences," and "enabling factors." These core categories were identified as key components of the study, highlighting the complex interactions between emerging technologies and brand sustainability strategies. Furthermore, the results indicated that greenwashing primarily arises from the mismatch between brands’ environmental claims and their actual practices, leading to reputational damage and a decline in consumer trust. This research emphasizes that brands must prioritize transparency, authenticity, and the legitimacy of their actions, leveraging modern technologies for more accurate reporting and more effective engagement with consumers. The findings also underscore the importance of appropriate governance and the alignment of green marketing strategies with consumers’ real expectations.