DOBA Contributes to International Research Excellence in Sustainable Marketing

An article entitled “Greenwashing and Green Marketing on Social Media: Implications for Trust-Related Reactions in the Food Sector” was published in the prestigious international scientific journal Foods. The article is available at https://www.mdpi.com/2304-8158/15/10/1626.

The co-author of the article is Prof. Dr. Tina Vukasović, a higher education lecturer at DOBA Faculty, together with researchers Maja Trglavčnik and Prof. Dr. Armand Faganel.

The study examines how greenwashing on social media affects consumer trust in the food sector.

Key findings of the study:

• environmentally conscious consumers are more likely to recognize greenwashing,
• misleading sustainability claims reduce trust in brands,
• greater exposure to social media increases attention to misleading sustainability messages,
• transparent and verifiable sustainability communication enhances corporate credibility.

Congratulations to the authors on this outstanding international research achievement and their important contribution to the field of sustainable marketing research!