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Exploring B2b buyers perceptions of Esg communication In the automotive industry with focus on trust signalling and greenwashing risks
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Orientador(es)
Resumo(s)
Environmental, Social and Governance (ESG) communication has rapidly evolved into a decisive lever of competitiveness in the automotive sector, where procurement professionals are increasingly expected to scrutinise the credibility of sustainability claims. Despite this,
limited empirical evidence explains how B2B buyers interpret ESG signals or detect potential greenwashing. This research addresses this gap through a qualitative investigation based on nine semi-structured interviews with automotive purchasers across Europe. Guided by
signalling theory, trust theory, and social exchange theory, the thematic analysis reveals four core dimensions shaping evaluations of ESG credibility: structural credibility, relational authenticity, buyer interpretive capacity, and digital transparency. This research's original
advancement is that relational authenticity and buyer interpretive capacity represent novel determinants of ESG credibility within B2B procurement, and integrate them within an evidence-based framework for assessing the reliability of ESG signalling. Findings show that
disclosures supported by verifiable evidence improve legitimacy, strengthen trust, and support long-term collaboration, whereas vague or unsubstantiated claims trigger suspicions of greenwashing and diminish supplier attractiveness. Authenticity and verification therefore
constitute indispensable foundations for credible ESG communication in automotive B2B procurement.
Descrição
Palavras-chave
ESG communication Greenwashing B2B marketing Automative industry Trust Signaling theory