Greenwashing and Greenhushing in the Hungarian Consumer Market

Authors

Róbert Balku
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
https://orcid.org/0009-0000-6684-495X
Ágnes Fűrész
Hungarian University of Agriculture and Life Sciences, Doctoral School of Economic and Regional Sciences
https://orcid.org/0009-0009-7202-0928
Mátyás Imre Kovács
Széchenyi István University, Doctoral School of Regional Sciences and Business Administration
András Szeberényi
Budapest Metropolitan University, Institute of Marketing and Communication
https://orcid.org/0000-0002-1387-0350
DOI: https://doi.org/10.18690/um.epf.7.2026.33

Synopsis

This study investigates the impact of greenwashing and greenhushing on consumer trust in the Hungarian market. Based on an online survey of 410 respondents conducted between November 1, 2024, and March 10, 2025, the results are presented through three research questions focusing on conceptual awareness, recall of international scandals, and purchasing decision factors. Data analysis utilized descriptive statistics and two-sample Z-tests at a 5% significance level. Findings reveal that while the Volkswagen “Dieselgate” scandal is widely recognized, other major cases – such as Chevron or BP – show a rapid decay in public memory. Furthermore, 74% of participants were completely unfamiliar with greenhushing. Statistical tests confirm that the inability to identify the „Seven Sins of Greenwashing” is a systemic issue, with over 34% of respondents unable to name a single deceptive practice. Due to “label fatigue”, consumers bypass official certifications, prioritizing social media and brand reputation.

Author Biographies

Róbert Balku, Budapest Metropolitan University, Faculty of Business, Communication and Tourism

Róbert Balku is an MBA student at the Budapest Metropolitan University, Institute of Marketing and Communication, Department of Marketing. He has been working in information technology operations and development for two decades. Concurrently, he brings valuable industry experience from his role at Oracle Global Services Hungary Kft. His primary professional interests include the performance analysis and troubleshooting of IT systems and databases, identifying bottlenecks, query optimization, and improving the efficiency of cloud-based operations.

Budapest, Hungary. E-mail: robert.balku@gmail.com

Ágnes Fűrész, Hungarian University of Agriculture and Life Sciences, Doctoral School of Economic and Regional Sciences

Ágnes Fűrész is a PhD student at the Hungarian University of Agriculture and Life Sciences (MATE), Doctoral School of Economic and Regional Sciences. She has nine years of experience as a marketing and communications professional, specializing in internal and external corporate communication as well as social media management, with industry experience at MAVIR ZRt. Her current research focuses on consumer behavior, patterns, and attitudes related to renewable energy and energy awareness. Additionally, she investigates the role of online communication and artificial intelligence in promoting energy consciousness.

Gödöllő, Hungary. E-mail: furesz.agnes@phd.uni-mate.hu 

Mátyás Imre Kovács, Széchenyi István University, Doctoral School of Regional Sciences and Business Administration

Mátyás Imre Kovács is a PhD student at Széchenyi István University, Doctoral School of Regional Sciences and Business Administration. He has been actively working in the field of online communication for eight years. His main academic and professional interests revolve around the intersection of modern digital solutions and environmental consciousness. Specifically, his research investigates sustainability, blockchain technology, and the broader economic and social impacts of cryptocurrencies on modern markets.

Győr, Hungary. E-mail: kovacs.imre.matyas@sze.hu

András Szeberényi, Budapest Metropolitan University, Institute of Marketing and Communication

Dr. habil. András Szeberényi is a Habilitated College Professor and the Head of the Marketing Department at Budapest Metropolitan University, Institute of Marketing and Communication. He holds a habilitation in Economics and Organizational Sciences. He has been researching various dimensions of sustainability since 2012, with a strong focus on regional and generational studies. Since 2022, his research has expanded to examine the socio-psychological effects of climate anxiety and the integration of artificial intelligence in these domains. He possesses significant expertise in higher education, training, and scientific research.

Budapest, Hungary. E-mail: szeberenyi.andras@sze.hu

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Volume

Sustainable Governance in the Age of Artificial Intelligence: Interdisciplinary Perspectives on ESG, Digital Transformation and Corporate Responsibility

Pages

631-644

Published

July 3, 2026

Categories

Copyright (c) 2026 University of Maribor, University of Maribor Press

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Balku, R., Fűrész, Ágnes, Kovács, M. I., & Szeberényi, A. (2026). Greenwashing and Greenhushing in the Hungarian Consumer Market. In J. Belak & S. Oberman Peterka (Eds.), Sustainable Governance in the Age of Artificial Intelligence: Interdisciplinary Perspectives on ESG, Digital Transformation and Corporate Responsibility (pp. 631-644). University of Maribor Press. https://doi.org/10.18690/um.epf.7.2026.33