Publisher

JIS INSTITUTEJIS INSTITUTE

Journal International Journal of Marketing & Human Resource ResearchInternational Journal of Marketing & Human Resource Research Abstract

This research explores the effects of greenwashing on employer branding and job pursuits. Through the lens of signaling theory, we specifically examine the interaction of deceptive green marketing and perceived green organization image, aiming to highlight the conditions under which talents disregard the authenticity of job advertisements. Across four field experiments, using a total of 941 actual job seekers, we found that genuine green marketing leads to the highest attraction scores. However, when the perceived green identity of a company is low, green marketing can lead to an even lower number of applications than no green marketing. Thus, green marketing does not increase job attraction per se. It is rather a function of identity and ad campaign design. We also found that among participants with high environmental attitudes, the negative effects of greenwashing are amplified, resulting in even lower job pursuit intentions. On the contrary, job seekers with high person-organization fit appear to be unaffected by deceptive marketing. We are among the first studies to incorporate the notion of inauthentic green employer branding in job advertising and, in doing so, provide a new theoretical viewpoint of how talents perceptions of employers are built and modified. Our results aim to show to employers that providing misleading information harms job attraction and to provide insights on how to reduce greenwashing practices in the recruitment domain.

Conclusion

The study demonstrates that green marketings effectiveness depends on a companys perceived green identity, with genuine green initiatives yielding the highest attraction.Deceptive green marketing, however, can lead to lower application numbers than no marketing at all, particularly among environmentally conscious job seekers.Furthermore, individuals with a strong person-organization fit are less susceptible to the negative effects of deceptive marketing.Thus, organizations should prioritize authentic green practices and carefully consider the signals they send to potential employees.

Future Research

Future research should investigate the influence of various factors like personality traits and organizational offerings on the impact of greenwashing. It is also crucial to broaden the exploration beyond the current studys scope by incorporating a wider array of companies. Furthermore, the development of studies focused on understanding individual differences in detecting greenwashing, such as susceptibility to marketing tactics and organizational factors, is warranted. Another potential area for research is exploring how companies can effectively communicate their sustainability efforts authentically to build trust with potential employees. Finally, it is critical to investigate strategies to mitigate greenwashing practices throughout the recruitment process and promote transparency in employer branding. These investigations should aim to improve our understanding of greenwashings effect on talent attraction, produce meaningful solutions for addressing environmental concerns, and uphold ethical standards in recruiting.

References

1. APA PsycNet. psycnet loading doi.org/10.1037/0021-9010.87.4.723APA PsycNet psycnet loading doi 10 1037 0021 9010 87 4 723

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