A theoretical framework to support green agripreneurship avoiding greenwashing

Jéssica Alves Justo Mendes (), Arthur Yassine Oliveira (), Lígia Suniga Santos (), Mateus Cecílio Gerolamo () and Vânia Gomes Zuin Zeidler ()
Additional contact information
Jéssica Alves Justo Mendes: University of São Paulo (USP)
Arthur Yassine Oliveira: University of São Paulo (USP)
Lígia Suniga Santos: University of São Paulo (USP)
Mateus Cecílio Gerolamo: University of São Paulo (USP)
Vânia Gomes Zuin Zeidler: Leuphana Universität Lüneburg

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2025, vol. 27, issue 9, No 59, 21779-21835

Abstract: Abstract The rising awareness of climate crises has influenced conscious consumer habits towards sustainability, shaping the business landscape towards green principles and ethics. This shift towards sustainability, often referred to as the Green Revolution, emphasizes the importance of green practices in fostering environmental, social, and economic value. However, amidst the push for sustainability, greenwashing appeared. Greenwashing, the deceptive practice of capitalizing on environmental actions without meaningful commitment to sustainability, undermines genuine efforts towards sustainability and erodes consumer trust. Greenwashing is present in various sectors of the economy, with a rise in interest in researches focused on the agricultural sector, where the pursuit of sustainability is essential. In this context, the role of agripreneurs (agricultural entrepreneurs) becomes increasingly significant. Agripreneurs are instrumental in driving agricultural innovation and sustainability, yet the risks of greenwashing in this sector remain largely unexplored. This research aims to fill this gap by developing a theoretical framework tailored to the intersection of greenwashing practices and agripreneurship. To achieve that two systematic literature reviews (SLRs) were performed, one focused on agriculture, the other on entrepreneurship as a whole (seeing as there is virtually no studies focused solely on greenwashing in agripreneurship). Our framework encompasses internal factors, such as change management, environmental commitment, and the cultivation of a green brand, as well as external factors, including stakeholder engagement and policy support. By addressing these factors, agripreneurs can navigate the complexities of sustainability and green branding, ensuring their ventures remain authentic and ethical. Furthermore, we propose a research agenda to explore avenues for validating and enhancing our framework, including case studies to validate our framework, blockchain certifications, and the development of indicators for green practices in agripreneurship. In conclusion, this research contributes with practical and theoretical insights into the intersection of greenwashing practices and agripreneurship. By providing a framework for supporting green agripreneurship while avoiding greenwashing, we can begin to offer guidance for agripreneurs seeking to navigate the challenges of sustainability in the agricultural sector. Graphical abstract

Keywords: Greenwashing; Agriculture; Agripreneurship; Sustainability; Green Practices (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10668-024-04965-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:endesu:v:27:y:2025:i:9:d:10.1007_s10668-024-04965-z

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10668

DOI: 10.1007/s10668-024-04965-z

Access Statistics for this article

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development is currently edited by Luc Hens

More articles in Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().