Work

The greenhushing communication dilemma: Consumer interpretations of promotional skepticism and signal invisibility

Year: 2026

Type: article

Source: Journal of Marketing Communications

DOI: 10.1080/13527266.2026.2733427

Authors: Tomás Zapata-Soto, Nataly Guiñez-Cabrera, Valentina Gasset-Solar, Diana Sepúlveda-Molina

Institution: University of Bío-Bío

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: closed

OpenAlex ID: W7218375605

FWCI:

Cites: 17

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