Artículos de revista DGE - EKS Aldizkari artikuluak

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Open Access
The role of technology, calculative and collaborative HRM and social trust in driving human resource analytics in European firms
(Emerald, 2025-07-16) Bayo Moriones, José Alberto; Erro Garcés, Amaya; Lera López, Fernando; Gestión de Empresas; Enpresen Kudeaketa; Economía; Ekonomia; Institute for Advanced Research in Business and Economics - INARBE
Purpose Research on the adoption of human resource analytics (HRA) is dominated mainly by qualitative case studies and by evidence based on the individual perspective using limited samples of workers. This perspective does not consider contextual factors within and outside the firm that could promote or impede the adoption of HRA. This paper tries to overcome this gap by offering empirical evidence on the contextual factors associated with the use of HRA in European countries. Design/methodology/approach Using a sample of more than 10,000 European establishments, we focus on the influence of two internal company factors (general-purpose technologies (GPTs) and human resource management (HRM)) and one external factor (social trust in the country) on the incidence of HRA. Findings Results show that HRA is more likely to be used in countries with low generalized trust and in firms where collaborative and calculative HRM practices and technologies, such as robots and general-purpose data analytics, are implemented. Originality/value The research contributes to ongoing debates in the field by providing empirical evidence on the significance of contextual factors related to the adoption of HRA in European companies. Specifically, this is achieved by including variables that have not been examined in previous literature, such as collaborative and calculative HRM practices and GPTs (computers, robots and data analytics technologies) at the company level as well as the impact of social trust (an external factor) at the country level.
Open Access
Examining greenwashing and SDG-washing: an analysis of corporate engagement with the SDGs
(Emerald, 2023-11-17) Río Solano, María Cristina del; González Álvarez, Karen; López Arceiz, Francisco José; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Our objective is to examine the existence of greenwashing and SDG-washing processes by comparing ex-ante (SDG Compass) and ex-post (SDG Compliance) indicators and investigating whether the limitations associated with these indicators encourage companies to engage in washing processes. We use a sample of 1,154 companies included in the S&P Sustainability Yearbook (formerly the RobecoSAM Yearbook). We test for the presence of greenwashing by comparing ex-ante and ex-post indicators for each SDG, while to test for SDG-washing we compare the two ex-ante and ex-post approaches considering the full set of SDGs. Our results show that there is no consistency between the two types of indicators to measure the level of SDG implementation in organisations. This lack of consistency may facilitate both greenwashing and SDG-washing processes, which is due to the design and limitations of these measurement tools. Companies could choose those indicators that paint their commitment to the SDGs in the best light, but they could also select indicators based on the SDGs they want to report on. These two options would combine greenwashing and SDG washing. The shift towards improved standards and regulations for measuring SDG achievement is the result of several social factors such as investor scrutiny, regulatory reform, consumer awareness and increased corporate accountability. Few previous studies have analysed in detail the interaction between greenwashing and SDG-washing. They focus on the use of ex-ante or ex-post indicators separately, with samples composed of local companies, and without considering the whole set of SDGs.
Embargo
When reviews speak through pictures: visual content and its influence on helpfulness
(Elsevier, 2025-10-01) Vidaurreta Apesteguía, Paula; Alzate Barricarte, Miriam; Arce Urriza, Marta; Armendáriz Íñigo, José Enrique; D'Acunto, David; Gestión de Empresas; Enpresen Kudeaketa; Estadística, Informática y Matemáticas; Estatistika, Informatika eta Matematika; Institute for Advanced Research in Business and Economics - INARBE; Institute of Smart Cities - ISC
This research investigates the impact of service quality dimensions displayed in user-generated photos on their perceived helpfulness. Building on the SERVQUAL model and the Haywood-Farmer framework, we propose a novel methodology that integrates advanced image-to-caption techniques with topic modeling algorithms and negative binomial regression to extract, interpret, and quantify the effect of visuals on review helpfulness. Two studies were conducted relying on two sample of online reviews from two tourism-related service types (5,293 hotel reviews from Cancun, Mexico, and 11,252 spa and wellness reviews from Iceland). The results underline the role of visuals in affecting review helpfulness, with aspects such as “Room” “Leisure” and “Hotel Outdoor” positively impacting review helpfulness in hotels and “Natural Water Features” emerging as significant in spa and wellness reviews. Overall, this study underscores the relevance of tangibles and empathy in service evaluation, providing actionable strategies for businesses to optimize visual content.
Embargo
Leveraged buyouts in Spain: organic growth or industry consolidation?
(Elsevier, 2025-08-01) Ayash, Brian; Lizarraga Dallo, Fermín; Sánchez Alegría, Santiago; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Private equity controlled firms are often utilized as platforms for the consolidation of industries. Using a sample of Spanish firms acquired in leveraged buyouts, we argue that add-on acquisitions are distorting conclusions presented in the literature. For instance, Boucly et al. (2011), Bernstein et al. (2019), Battistin et al. (2017) and others associate buyouts, and specifically leveraged buyouts, with growth. We present a simple but novel approach to isolate organic growth and observe that depreciation is greater than capital expenditures. While Bansraj et al. (2022) documents that in Europe, organic sales growth is negative, and acquisitions mask this decline, we focus on investment. Our results show that industry consolidation is also masking a decline in economically important investment. We also study outcomes, comparing the bankruptcy rate in our sample to a propensity score matched set of control firms. We find that leveraged buyouts in Spain are accelerating industry consolidation without visible operating performance improvements or long-term value creation.
Open Access
Más allá de las competencias digitales en eHealth: un nuevo modelo de liderazgo digital
(Asociación Española de Contabilidad y Administración de Empresas, 2024) Erro Garcés, Amaya; López Peláez, Antonio; Pérez García, Raquel María; Gestión de Empresas; Enpresen Kudeaketa; Sociología y Trabajo Social; Soziologia eta Gizarte Lana
El artículo analiza el impacto de la digitalización en el sector sanitario, una tendencia acelerada por la pandemia del COVID-19. La pandemia de COVID-19 ha sido un acelerador de cambios, haciendo evidente la necesidad de competencias digitales avanzadas en todos los niveles del sistema sanitario. La investigación se basa en el método Delphi para identificar las competencias digitales necesarias y los retos futuros en la digitalización del sector de la salud. Los autores destacan la necesidad de un liderazgo adecuado que facilite la adaptación organizativa y cultural en este contexto, resaltando la importancia de las competencias digitales no solo en los profesionales de la salud, sino también en los pacientes para gestionar sus propios cuidados de manera más eficiente.
Embargo
Health crises, community health habits, and pandemic-driven food sentiments: a twitter-based study in the United States
(Wiley, 2025-01-26) Fakhreddine, Lara Bou; Sánchez García, Mercedes; Pindado Tapia, Emilio; Gestión de Empresas; Enpresen Kudeaketa
This study analyzes how Twitter users' characteristics (the number of followers and followings) and their context (crisis conditions, community healthy eating, and exercise habits) determine food attitudes during health crises. We analyzed 72,067 US tweets discussing food and COVID-19 from January 20, 2020 to March 20, 2021. The analysis examines tweets mentioning together the topics food and COVID-19 to grasp the sentiments of users regarding food amidst this health crisis. Using sentiment analysis and multilevel modeling, our results show that users with a high number of followings tend to express fewer positive sentiments, whereas the opposite is the case for users with a high number of followers. We found that a worsening of the epidemic conditions increased the propensity to express fewer positive sentiments and that the relationship of community healthy habits with pandemic-driven food sentiments is contingent on these conditions. At low levels of COVID-19 cases, users in healthy-eating communities tend to express positive sentiments, but at high levels, they express more negative sentiments. Regarding community exercise habits, people in these contexts often express fewer positive sentiments. However, as the pandemic worsened, individuals in these communities tended to express more positive sentiments. This study advises policymakers to counter misinformation and develop targeted communication strategies for different communities.
Open Access
Harmony in diversity: unraveling the global impact of K-Pop through social media and fandom dynamics
(Taylor & Francis, 2025-04-04) Gutiérrez Jauregi, Alaitz; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa; Economía; Ekonomia; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
South Korean pop culture, K-Pop, is a global cultural force driven by catchy melodies, exceptional vocal abilities, captivating dance movements, and active social media engagement. This study explores the global dissemination of K-Pop, focusing on the role of social media and fan communities in examining cultural impact, fan dynamics, and transformative potential. Key research inquiries address fan engagement¿s contribution to global dissemination, challenges to cultural norms, the influence of fan characteristics on social media behavior, and transformative impacts on societal issues. Organized into four parts, the research delves into the evolution of K-Pop, conducts a literature review on K-Pop fandom, analyses characteristics of K-Pop fandom members per their perceptions, and surveys 315 enthusiasts on engagement dynamics, idol influence, and fandom¿s role in social and political initiatives. Findings reveal the intricate evolution of K-Pop, highlighting social media¿s role in forming emotional connections and shaping fan behavior. The study concludes that K-Pop operates as a dynamic cultural force challenging norm, with fan engagement playing a pivotal role in dissemination, societal impact, shaping narratives, and addressing social issues. Originality is found in the holistic approach, theoretical frameworks, and a comprehensive survey, offering a distinctive understanding of the K-Pop phenomenon and its fan community.
Open Access
The relationship between the institutional environment and job satisfaction: a multilevel approach
(Springer, 2025-06-24) Gastearena Balda, María Lourdes; Ollo López, Andrea; Larraza Kintana, Martín; Rodrigues, Ricardo; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
An extensive body of literature has explored the key determinants of employee job satisfaction placing particular emphasis on individual differences and job characteristics. However, variations in job satisfaction levels persist across countries, highlighting the importance of contextual and institutional factors across different national contexts. This study investigates the role of formal and informal institutions in shaping job satisfaction. Based on a sample of 10.822 employees from 26 European countries, the study employs a multilevel methodology to test the proposed hypotheses. The findings demonstrate that national institutions significantly contribute to cross-country differences in job satisfaction. In particular, the positive impact of labour freedom on job satisfaction is more pronounced in countries characterised by low power distance, low uncertainty avoidance, and high individualism. Conversely, in countries with high power distance, high uncertainty avoidance, and low individualism, the relationship between labour freedom and job satisfaction is weaker. These results emphasise the critical role of cultural and institutional contexts.
Open Access
From reviews to reality: tourist perceptions of sustainability in the top 15 global sustainable hotels
(Taylor & Francis, 2025-05-20) Boneta-Ruiz, Ainhoa; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa
This study assesses tourists' perceptions of sustainability in hotels labelled as 'sustainable' by analysing 10,361 TripAdvisor online travel reviews. The goal is to address gaps in sustainable tourism literature and understand tourists' perspectives. Content analysis is applied to reviews from 15 of the world's most sustainable hotels on TripAdvisor. Analysing keywords aims to understand tourists' perceptions, emphasising the significance of online reviews and utilising rigorous Big Data analytics. Despite sustainability branding, tourists often overlook sustainable aspects in their reviews, revealing incongruity between industry perceptions and consumer awareness which emphasises the need for tailored marketing and management strategies. This study contributes to the existing literature by examining the tangible perception of sustainability in online reviews. It highlights a potential gap in tourists' understanding of sustainability and their ability to recognise its value. Additionally, it underscores the industry's insufficient emphasis on marketing strategies to effectively communicate hotels' sustainability features. The findings encourage sustainable hotels to adopt robust digital marketing strategies to enhance global visibility and promote their environmental initiatives. Ultimately, the study emphasises the critical role of marketing in shaping tourists' perceptions of sustainability.
Open Access
Exploring unconscious user responses to affective computing in interactive prototypes: a consumer neuroscience study
(Taylor & Francis, 2025-05-18) Saavedra Montejo, Álvaro; Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Rubio, Natalia; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
Affective Computing (AC) has gained increasing attention for its potential to enrich Human-Computer Interaction by enabling technologies to recognise and respond to human emotions. However, there is limited research on how users unconsciously react to AC-based interactive prototypes at a physiological level during interaction. This study examines user cognitive and affective responses to two interactive AC-based Prototypes using consumer neuroscience techniques - Electroencephalogram (EEG), Galvanic Skin Response (GSR), and Eye-tracking - to capture unconscious physiological responses. Two laboratory experiments were conducted with a total sample of 34 participants, each experiment employing a different interactive AC-based prototype. The objective is to explore how users engage in cognitive and affective responses, as well as visual behaviour, through unconscious physiological responses generated during interactions with AC-based Prototypes. Results indicate that AC-based Prototypes exhibit greater engagement, cognitive load, and emotional impact on users compared to conventional technology. This study contributes to the field by providing evidence on how AC Prototypes influence user responses at an unconscious level, offering insights into how these technologies can enhance human-computer interactions. These findings indicate that AC technology enables more personalized and emotionally adaptive interactions between humans and machines by responding to users' affective states.
Open Access
La descarbonización de las eléctricas españolas: Iberdrola, Endesa y Naturgy, un relato comparado (1960-2020)
(Asociación Española de Historia Económica, 2025-01-31) Cano-Rodríguez, Sara; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
Este estudio analiza la evolución del cambio tecnológico en la generación de electricidad de las principales compañías eléctricas españolas entre 1960 y 2020 en el contexto de la transición hacia una economía baja en carbono. La investigación se centra en determinar si todo el sector progresó de manera uniforme o si, por el contrario, emergen patrones distintos entre las empresas. Los hallazgos revelan una convergencia tecnológica reciente entre las firmas líderes que contrasta con perfiles tecnológicos claramente diferenciados en etapas anteriores. Estos legados han influido en la posición de partida de las empresas para iniciar la descarbonización. En el contexto contemporáneo, las empresas eléctricas representan un paradigma fundamental para comprender las dinámicas de la transición energética en la configuración del panorama actual.
Open Access
When is environmental performance most valued?: international evidence from the CDS market
(Elsevier, 2025-03-17) Ballester Miquel, Laura; González Urteaga, Ana; Martínez García, Beatriz; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
Using a sample of 516 firms with CDS data from 37 countries for the period 2010-2022, this study finds that companies with higher environmental performance, particularly in emissions reduction and product innovation, exhibit a reduction in credit risk, supporting the risk mitigation perspective. Our results also highlight the importance of considering both internal and external factors when assessing the financial impact of sustainability initiatives. Firms with initially lower environmental performance, less exposure to the environmental sector, and higher credit ratings experience a more significant reduction in credit risk as they improve their environmental performance. In addition, the CDS market places a higher value on environmental efforts for firms located in countries with lower environmental scores, credit ratings and GDP growth. Conversely, out findings support the overinvestment view for firms in sectors with high environmental risk exposure or in countries with poor climate change performance. Overall, the effect of a firm's environmental performance on credit risk is heterogeneous rather than uniform.
Open Access
Analyst responses to changes in credit risk
(Wiley, 2025-02-03) Abinzano Guillén, María Isabel; Corredor Casado, María Pilar; Martínez García, Beatriz; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Do analysts adjust their recommendations when a company's credit risk changes? Using an extensive sample of 300,145 observations, covering 3722 US firms from 2000 to 2021, we find that analysts revise their recommendations when a firm's credit risk decreases but not when it increases. This result is consistent with analysts¿ optimism bias, as previously identified in the literature. However, we further find that this optimism bias disappears for firms with low information asymmetry or good informativeness. The fact that analysts for these firms have less cognitive bias and greater pressure to make accurate recommendations may explain this result. Our research highlights that analyst disclosures should be treated with caution, especially in firms with poor informational characteristics. A proper understanding of analyst recommendations is critical for the decision-making processes of investors and companies and calls for better regulations.
Embargo
Can new knowledge be generated while solving a real company problem? Success factors for action research in operations management
(Taylor & Francis, 2024-12-20) Mediavilla, Miguel; Alfaro Tanco, José A.; Erro Garcés, Amaya; Mendibil, Kepa; Gestión de Empresas; Enpresen Kudeaketa
The aim of this special issue is to contribute to the debate around the factors that impact the quality of action research in operations manegement, specifically the criteria of theoretical novelty; research rigour, practical relevance and usefulness; and applicability of the findings in other situations (Eden and Huxham 1996; Gummesson 2000; Coughlan and Coghlan 2002; Mediavilla, Errasti, and Mendibil 2015). In that respect, the scope of this SI goes beyond the description of specific cases in which AR was used and includes a discussion of those factors that can help the OM community when putting AR into practice.
Open Access
Testing the significance of pricing factors of oil and gas companies
(PLOS, 2024-12-30) García Amate, Antonio Jesús; Molero-González, Laura; Sánchez-Granero, Miguel Ángel; Trinidad-Segovia, Juan Evangelista; García-Medina, Andrés; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
For decades, fossil fuels have accounted for 70% to 80% of global primary energy demand. Far from ending this trend, O&G companies continue to be the main fore-runners in providing secure, versatile and widespread energy to the entire world. The relevance of this sector in the economic-financial landscape and the concern for its stability, makes that the high interest of the scientific community to explore the factors that explain the O&G cross-sectional expected returns remains intact. Through a new approach from the Random Matrix Theory, the aim is to know how many are the factors that explain the market performance of the O&G subsectors (upstream, midstream & downstream), and also if the Brent price can be considered an explanatory factor. We will show that for certain periods, Brent becomes the only factor explaining the movements in the upstream and midstream subsectors, while for most of the time the only factor is the market. Other interesting finding is that no significant factors are found for the downstream subsector, except in certain periods. With a purely statistical approach, we show the factors that explain the cross-sectional expected return of the O&G companies, providing information of special relevance for the decision making of investors, executives and politicians.
Open Access
Cambios en el comportamiento inversor ante nuevos escenarios monetarios
(Fundación de las Cajas de Ahorros (FUNCAS), 2023-03-01) Blasco de las Heras, Natividad; Corredor Casado, María Pilar; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Este trabajo analiza los cambios que los inversores han presentado en sus decisiones de inversión ante las variaciones habidas en los últimos años en la política monetaria por parte del Banco Central Europeo. En una visión panorámica se observa que, si bien el efectivo y los depósitos son los instrumentos de ahorro más importantes para los inversores, la subida de tipos de interés iniciada en junio de 2022 está corrigiendo este efecto, moviendo la demanda de activos hacia los valores representativos de deuda a la vez que disminuye la solicitud de crédito por parte de los hogares. Destaca, asimismo, desde el período de pandemia , el crecimiento de las participaciones en fondos de inversión, especialmente en los vinculados a activos internacionales. Por otro lado, observamos también que el sentimiento del inversor fluctúa durante el período analizado, pasando del pesimismo durante el período de pandemia al optimismo en el período inflacionario posterior a la pandemia, y retornando a un cierto pesimismo con la subida de tipos. Estos vaivenes impactan, finalmente, en los volúmenes de los depósitos y los valores de deuda, así como en las acciones cotizadas y en su rentabilidad.
Open Access
Leader-follower gender and job satisfaction: a two-wave study from Europe
(Fundação Escola de Comércio Álvares Penteado (FECAP), 2024-10-04) Erro Garcés, Amaya; Urien Angulo, Begoña; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Purpose – This paper studies leadership behavior in relation to leader gender, gender congruence, and their relationships with employee job satisfaction over time. Theoretical framework – Drawing on the perspective of gender stereotypes and the role congruity framework, this study examines how communal stereotypes socially attributed to females can compromise their assessment as competent leaders. Design/methodology/approach – Two sets of data from the European Working Conditions Survey were studied. Mean comparisons and multivariate regression analyses were carried out on samples of 25,649 at Time 1 and 26,047 at Time 2. Findings – The main findings show different leadership behaviors between male and female leaders. Contrary to expectations, females displayed more of both instrumental-and relationship-oriented behaviors, and this difference has increased over time. However, fewer differences are observed in instrumental-oriented behaviors. The results also suggest that employees' gender affects how some leadership behaviors are perceived. Finally, no gender differences were found in job satisfaction, as the behaviors studied positively relate to it. Practical & social implications of research – From a practical perspective, fostering a diverse array of leadership behaviors is important for enhancing employee job satisfaction within organizations. Female leaders are increasingly viewed positively in the workplace. Originality/value – Female leaders show a more versatile set of leadership behaviors compared to their male counterparts. Differences in relationship-oriented behaviors persist, and the gender of the employee is important in perceiving which behaviors male or female leaders engage in more.
Open Access
Nota editorial - Número especial "Decisiones financieras empresariales en países emergentes"
(Universidad Nacional de Colombia, 2024-10-01) Abinzano Guillén, María Isabel; Ayres Barreira de Campos Barros, Lucas; Melgarejo, Zuray; Navarro Pérez, Paula Andrea; Vera-Colina, Mary Analí; Gestión de Empresas; Enpresen Kudeaketa
Comprender cómo se desenvuelven las empresas en entornos marcados por una mayor volatilidad económica, un acceso limitado al capital y complejos retos institucionales es crucial para mejorar los marcos de toma de decisiones. Por esta razón, el número especial "Decisiones financieras empresariales en países emergentes" pretende ofrecer nuevas perspectivas que puedan orientar futuras investigaciones y contribuir al desarrollo de estrategias financieras adaptadas a las necesidades de las empresas de estos mercados. De este modo, aborda temas relacionados con la toma de decisiones financieras empresariales, tanto desde una visión tradicional como desde perspectivas recientes e innovadoras, en el contexto de países emergentes, con alto potencial, y para los que es esencial aportar todo el conocimiento necesario en la marcha hacia el desarrollo.
Open Access
Mental wellbeing and work-related quality of life across European workers: characteristics and associated factors
(Emerald, 2024-11-25) Erro Garcés, Amaya; Iriarte Redin, Concha; Gestión de Empresas; Enpresen Kudeaketa
Purpose: Mental well-being of employees has decreased as a result of the COVID-19 pandemic. Based on the data collected by Eurofound in the electronic survey 'Living, working and COVID-19' (2020), this paper aims to identify which aspects of the work-related quality of life and other sociodemographic variables can explain the mental well-being of workers in, especially, convulsive times like those experienced during COVID-19 and beyond. The main objective is to improve labor welfare in the future. Design/methodology/approach: With a sample of 8,777 observations (Round 2), cross-sectional analyses were conducted. Findings: The results indicated that all factors of work quality of life such as working conditions, work–family interface, job stress and job satisfaction were predictors of the mental well-being of workers. Likewise, being a woman, being of mature age, having a partner and having good training/education were variables also associated with mental well-being. Originality/value: The research revealed that the pandemic in Europe had a greater impact on the psychological well-being of women compared to men. Also, younger populations exhibited decreased levels of mental health.
Open Access
Green products in the fashion industry: consumer segmentation to develop communication campaigns
(Taylor & Francis, 2024-12-16) Martínez Huete, Laura; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
The rise of green awareness due to the environmental challenges the world faces has enhanced consumers' consciousness of, and attitudes toward green products. This study explores consumers' perceptions of green fashion products by analyzing consumer profiles. A cluster analysis differentiated four consumer segments with divergent demographic and behavioral features. Antigreeners, green followers, green professionals and supergreeners differ in green fashion awareness and their level of understanding of the benefits, challenges, enablers and attitudes of using green products. Overall, extensive ignorance of green fashion products was found, particularly among antigreeners and green followers, which should incentivize fashion companies to increase green fashion awareness and position their green fashion brands in this niche market. The present study helps bridge the research gap about consumers' buying behavior regarding green fashion products. Considering the fashion industry's global standing as one of the most polluting yet profitable sectors, this analysis offers valuable insights into the Circular Economy Action Plan of the European Green Deal.