... and stakeholder theory. In addition, this research explores how transparency influences the interaction between sustainable initiatives and competitive marketing performance, facilitated by sustainable marketing and innovation. Design/methodology/approach A theoretical framework was developed to analyse...

... and experiential value and reinforcing responsible consumption behaviours. By emphasising transparency, authenticity and the ethical production practices enabled by blockchain technology, marketers can not only strengthen consumer trust but also actively encourage more informed, conscious and responsible...

.... Findings Transparency (S6) and better operations and supply-chain management (S4) emerge as top-level drivers. Eco-friendly processes (S1) catalyse technological adoption (S5), certifications (S10) and animal welfare (S12). Research and development (S11) and infrastructure (S7) foster training (S2...