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When sustainability backfires: Gen Z’s perceptions of greenwashing and trust in corporate campaigns

Year: 2026

Type: article

Source: Social Responsibility Journal

DOI: 10.1108/srj-03-2026-0290

Authors: Tu Tran La, Thi-Phuong Nguyen, Vu Minh Phuong Nguyen, Han My Giang, Tran Thuy Anh Le

Institutions: Western Sydney University, Ho Chi Minh City University of Economics and Finance

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: W7225407800

FWCI:

Cites: 47

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Related to: 10