Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word

Erik L. Olson

Journal of Business Research, 2022, vol. 144, issue C, 805-820

Abstract: Advocacy bias is characterized by a preponderance of published articles that support an academic discipline’s favored causes and paradigms, and by the consequent relative absence of bias countering skeptical/falsifying publications. Such imbalance between paradigm/cause advocates and skeptics can be an indication of a research process that has been corrupted by a widely shared scholarly desire to generate supportive results. The current research makes an empirical contribution to the advocacy bias literature with a content analysis based framework that assesses the level of green marketing (GM) advocacy bias among 107 GM related articles from marketing’s Financial Times (FT) list journals and 9 GM related special issues (SI). Evidence of widespread GM advocacy bias is indicated by the almost complete lack of GM skeptical/falsifying articles. It is hoped that this first empirical examination of advocacy bias within the marketing discipline will inspire more discussion and research on the topic.

Keywords: Advocacy bias; Falsification: green marketing; Replication; Skepticism; Sustainability (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:805-820

DOI: 10.1016/j.jbusres.2022.02.052

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