Maritnez, LuisBrandão, AméliaAmaral, Ana Francisca Vasconcelos2026-04-152026-04-152026-01-092025-12-16http://hdl.handle.net/10362/202244Environmental, 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.engESG communicationGreenwashingB2B marketingAutomative industryTrustSignaling theorymaster thesis204237505