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Resumen de las sesiones
Sesión
COMUNICACION ORAL_ MARKETING 1_ENGLISH
Hora:
Martes, 17/06/2025:
8:30 - 10:00

Presidente de la sesión: Prof. Dr. Javier Cebollada, Universidad Pública de Navarra
 Lugar: Aula A3_ mod 1

Capacidad: 56

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Ponencias

INFORMATION TRANSPARENCY AND SENSITIVITY: UNLOCKING PRIVACY POLICY EFFECTIVENESS AND TRUST IN SMART HOME SPEAKERS

Natalia Lavado Nalvaiz, Laura Lucia Palacios, Raúl Pérez López

Universidad de Zaragoza, España

Relator: Javier Cebollada (Universidad Pública de Navarra)

• Purpose: This study, grounded in the privacy-trust-behavioural intention model, aims to explore the moderating role of information sensitivity and importance of information transparency on privacy policy effectiveness and trust, and hence enhance users’ intention to continue to use.

• Theoretica framework: This stidy discusses the importance of privacy policies in smart home speakers, highlighting how information sensitivity and transparency influence user trust. It examines notice and choice mechanisms, their impact on the effectiveness of privacy policies, and their role in building trust.

• Methodology: Data was obtained through a survey of 679 users of voice assistants and it was analysed using structural equation modelling.

• Findings: The results reveal that information sensitivity amplifies the effects of choice on both, EPP and trust, while importance of information transparency positively moderates the effect of notice on these outcomes. Furthermore, the findings confirm the role of notice and choice as trust-building mechanism.


ALTRUISMO O RACIONALIDAD: EL COMPORTAMIENTO DE LOS COMPRADORES DE ARTÍCULOS DE SEGUNDA MANO

José Villar Muñoz, Sandra Maria Sanchez Canizares, L. Javier Cabeza Ramírez, María Montilla Carmona

Universidad de Córdoba, España

Relator: Vera Ferrón Vílchez (Universidad de Granada)

ALTRUISMO O RACIONALIDAD: EL COMPORTAMIENTO DE LOS COMPRADORES DE ARTÍCULOS DE SEGUNDA MANO


Two Sides of the Green Coin: A Systematic literature Review of Green Marketing Vs. Greenwashing

Hadeel Osama Abualinin1, Vera Ferrón-Vílchez1, Mohammad Khalil2

1University of granada, Spain; 2University of Bergen, Norway

Relator: Sandra Maria Sanchez Canizares (Universidad de Córdoba)

This paper explores the interplay between green marketing and greenwashing, two concepts central to corporate sustainability and consumer trust via a systematic literature review. Using the PRISMA framework, the study analyzed 50 peer-reviewed journal articles indexed in the Web of Science database. Findings reveal that while green marketing strategies promote environmental responsibility and sustainability, greenwashing practices exploit these initiatives by misleading stakeholders through false or vague environmental green claims.

The screening indicates that despite significant growth in research in this area, misunderstanding between green marketing and greenwashing remains. Notably, no standardized comprehensive framework exists among scholars to distinguish deceptive greenwashing practices from genuine green marketing strategies, including their definitions, drivers, and impacts across industries, regions, and regulatory frameworks. This study highlights key greenwashing themes, such as symbolic environmental claims, regulatory blind spots, and perception manipulation to broaden the understanding of both phenomena with equal analytical depth and rigor. The paper aims to provide valuable insights into the intersection of green and greenwashing, contributing to the growing body of knowledge for researchers and several other stakeholders.