Journal of Industrial Engineering and Management Studies

Developing a Digital Transparency Framework in Green Marketing of Brands Based on Digital Twins and Green Blockchain to Combat Greenwashing: A Grounded Theory Approach

Document Type : Original Article

Authors

Mahshid Mesri Roosta
Alireza Moghaddam
Mohsen Arman
Davood Feiz

Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

10.22116/jiems.2026.582775.1633
Abstract
The growing concern over greenwashing and declining consumer trust in environmental claims has highlighted the need for transparent and verifiable mechanisms in green marketing. This study aims to develop a digital transparency framework for green brand marketing based on Digital Twin and Green Blockchain technologies. The main objective is to design an integrated model that enables real-time environmental data generation, immutable verification, and credible signaling to enhance brand legitimacy and sustainability performance. Despite growing literature on green marketing and blockchain applications, a key research gap exists in the lack of a holistic framework that simultaneously integrates real-time data generation and tamper-proof verification for proactive greenwashing prevention.This research adopts a qualitative approach using grounded theory methodology (Corbin and Strauss). Data were collected through semi-structured interviews with 16 experts in green marketing, digital technologies, and sustainable branding. Data analysis was conducted through open, axial, and selective coding, leading to the identification of six core categories: causal conditions, contextual conditions, intervening conditions, strategies, consequence, and the central phenomenon .Findings indicate that stakeholder pressure, regulatory requirements, and technological maturity drive adoption, while cost, security concerns, and organizational resistance act as barriers. The proposed framework integrates Digital Twin and Green Blockchain to provide real-time, verifiable environmental data, thereby reducing greenwashing and strengthening consumer trust. The results demonstrate that digital transparency is not only a sustainability tool but also a strategic marketing advantage that enhances brand credibility and competitive positioning.

Keywords

Green Marketing
Greenwashing
Digital Twin
Green Blockchain
Digital Transparency
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Journal of Industrial Engineering and Management Studies
Volume 13, Issue 1
July 2026
Pages 109-124

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