Authenticity, Blockchain Technology and Green Marketing

This chapter delves into the pervasive issue of information asymmetry within global supply chains and its ramifications on consumers’ perception of sustainability in product choices. Exemplified by high-profile industry scandals, the chapter underscores the need for greater transparency and authenticity in green marketing strategy. It emphasizes the criticality of scrutinizing the entire supply chain for ethical and sustainable standards, cautioning against the pitfalls of superficial approaches that risk fostering deceptive greenwashingGreenwashing strategies. As consumer awareness and connectivity rise, businesses must prioritize comprehensive, verifiable, and credible information dissemination, steering away from practices that exploit information asymmetry. With the empowerment of socially conscious consumers and the amplification of social mediaSocial media platforms, the study advocates for a paradigm shift in sustainable branding that champions holistic supply chain analysis, transparency, and accountability.