{"id":9056,"date":"2025-12-15T16:52:47","date_gmt":"2025-12-15T19:52:47","guid":{"rendered":"https:\/\/aaep.org.ar\/?p=9056"},"modified":"2025-12-15T16:52:48","modified_gmt":"2025-12-15T19:52:48","slug":"commitment-to-sustainability-or-marketing-strategy-to-increase-profits-a-preliminary-analysis-of-startup-practices-in-argentinas-agtech-sector","status":"publish","type":"post","link":"https:\/\/aaep.org.ar\/?p=9056","title":{"rendered":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#8217;s AgTech sector."},"content":{"rendered":"<iframe loading=\"lazy\" class=\"wonderplugin-pdf-iframe\" src=\"https:\/\/aaep.org.ar\/wp-content\/plugins\/wonderplugin-pdf-embed\/pdfjslight\/web\/viewer.html?v=2&file=https:\/\/aaep.org.ar\/works\/works2025\/4824.pdf\" width=\"100%\" height=\"600px\" style=\"border:0;\"><\/iframe>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We study how Argentine AgTech startups communicate sustainability on their websites and whether misalignment between symbolic and substantive actions (\u201cgreenwashing\u201d) relates to their economic performance. We code web disclosures into symbolic and substantive actions, construct firm-level scores for each dimension, and combine them into a greenwashing measure. Using interval regressions for revenues and probit models for foreign-market concentration, we find that greenwashing is negatively and significantly associated with revenues: customers appear to penalize symbolic claims that are not backed by substantive actions. Indeed, decomposition analysis shows that greater symbolic communication reduces revenues, whereas declared substantive actions have no statistically discernible effect. On the other hand, the relationship between the revenues and the level of greenwashing is non-linear\u2014small amounts of greenwashing induce positive effects on revenues but these turn negative as greenwashing rises\u2014and is heterogeneous by firm age: younger startups are more strongly penalized, consistent with reputational mechanisms. By contrast, stronger symbolic communication increases the likelihood that AgTech firms concentrate sales in foreign markets. Overall, the results underscore the economic costs of misaligned sustainability communication and the value of credible, action-based disclosure.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[29],"tags":[33],"class_list":["post-9056","post","type-post","status-publish","format-standard","hentry","category-anales","tag-aaep-anales-2025"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#039;s AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#039;s AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\" \/>\n<meta property=\"og:description\" content=\"We study how Argentine AgTech startups communicate sustainability on their websites and whether misalignment between symbolic and substantive actions (\u201cgreenwashing\u201d) relates to their economic performance. We code web disclosures into symbolic and substantive actions, construct firm-level scores for each dimension, and combine them into a greenwashing measure. Using interval regressions for revenues and probit models for foreign-market concentration, we find that greenwashing is negatively and significantly associated with revenues: customers appear to penalize symbolic claims that are not backed by substantive actions. Indeed, decomposition analysis shows that greater symbolic communication reduces revenues, whereas declared substantive actions have no statistically discernible effect. On the other hand, the relationship between the revenues and the level of greenwashing is non-linear\u2014small amounts of greenwashing induce positive effects on revenues but these turn negative as greenwashing rises\u2014and is heterogeneous by firm age: younger startups are more strongly penalized, consistent with reputational mechanisms. By contrast, stronger symbolic communication increases the likelihood that AgTech firms concentrate sales in foreign markets. Overall, the results underscore the economic costs of misaligned sustainability communication and the value of credible, action-based disclosure.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/aaep.org.ar\/?p=9056\" \/>\n<meta property=\"og:site_name\" content=\"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-15T19:52:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-15T19:52:48+00:00\" \/>\n<meta name=\"author\" content=\"aaepolitica\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aaepoficial\" \/>\n<meta name=\"twitter:site\" content=\"@aaepoficial\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"aaepolitica\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056\"},\"author\":{\"name\":\"aaepolitica\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#\\\/schema\\\/person\\\/7150b747ba20875259c74b2cd177316c\"},\"headline\":\"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#8217;s AgTech sector.\",\"datePublished\":\"2025-12-15T19:52:47+00:00\",\"dateModified\":\"2025-12-15T19:52:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056\"},\"wordCount\":35,\"publisher\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#organization\"},\"keywords\":[\"AAEP Anales 2025\"],\"articleSection\":[\"Anales\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056\",\"url\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056\",\"name\":\"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina's AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#website\"},\"datePublished\":\"2025-12-15T19:52:47+00:00\",\"dateModified\":\"2025-12-15T19:52:48+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/aaep.org.ar\\\/?p=9056\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/?p=9056#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/aaep.org.ar\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#8217;s AgTech sector.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#website\",\"url\":\"https:\\\/\\\/aaep.org.ar\\\/\",\"name\":\"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\",\"description\":\"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\",\"publisher\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/aaep.org.ar\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#organization\",\"name\":\"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\",\"url\":\"https:\\\/\\\/aaep.org.ar\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/aaep.org.ar\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/cropped-aaep_logo.png\",\"contentUrl\":\"https:\\\/\\\/aaep.org.ar\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/cropped-aaep_logo.png\",\"width\":74,\"height\":49,\"caption\":\"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica\"},\"image\":{\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/aaepoficial\",\"https:\\\/\\\/www.instagram.com\\\/aaepoficial\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/aaep.org.ar\\\/#\\\/schema\\\/person\\\/7150b747ba20875259c74b2cd177316c\",\"name\":\"aaepolitica\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g\",\"caption\":\"aaepolitica\"},\"sameAs\":[\"https:\\\/\\\/aaep.org.ar\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina's AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","robots":{"index":"noindex","follow":"follow"},"og_locale":"es_ES","og_type":"article","og_title":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina's AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","og_description":"We study how Argentine AgTech startups communicate sustainability on their websites and whether misalignment between symbolic and substantive actions (\u201cgreenwashing\u201d) relates to their economic performance. We code web disclosures into symbolic and substantive actions, construct firm-level scores for each dimension, and combine them into a greenwashing measure. Using interval regressions for revenues and probit models for foreign-market concentration, we find that greenwashing is negatively and significantly associated with revenues: customers appear to penalize symbolic claims that are not backed by substantive actions. Indeed, decomposition analysis shows that greater symbolic communication reduces revenues, whereas declared substantive actions have no statistically discernible effect. On the other hand, the relationship between the revenues and the level of greenwashing is non-linear\u2014small amounts of greenwashing induce positive effects on revenues but these turn negative as greenwashing rises\u2014and is heterogeneous by firm age: younger startups are more strongly penalized, consistent with reputational mechanisms. By contrast, stronger symbolic communication increases the likelihood that AgTech firms concentrate sales in foreign markets. Overall, the results underscore the economic costs of misaligned sustainability communication and the value of credible, action-based disclosure.","og_url":"https:\/\/aaep.org.ar\/?p=9056","og_site_name":"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","article_published_time":"2025-12-15T19:52:47+00:00","article_modified_time":"2025-12-15T19:52:48+00:00","author":"aaepolitica","twitter_card":"summary_large_image","twitter_creator":"@aaepoficial","twitter_site":"@aaepoficial","twitter_misc":{"Escrito por":"aaepolitica"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/aaep.org.ar\/?p=9056#article","isPartOf":{"@id":"https:\/\/aaep.org.ar\/?p=9056"},"author":{"name":"aaepolitica","@id":"https:\/\/aaep.org.ar\/#\/schema\/person\/7150b747ba20875259c74b2cd177316c"},"headline":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#8217;s AgTech sector.","datePublished":"2025-12-15T19:52:47+00:00","dateModified":"2025-12-15T19:52:48+00:00","mainEntityOfPage":{"@id":"https:\/\/aaep.org.ar\/?p=9056"},"wordCount":35,"publisher":{"@id":"https:\/\/aaep.org.ar\/#organization"},"keywords":["AAEP Anales 2025"],"articleSection":["Anales"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/aaep.org.ar\/?p=9056","url":"https:\/\/aaep.org.ar\/?p=9056","name":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina's AgTech sector. - Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","isPartOf":{"@id":"https:\/\/aaep.org.ar\/#website"},"datePublished":"2025-12-15T19:52:47+00:00","dateModified":"2025-12-15T19:52:48+00:00","breadcrumb":{"@id":"https:\/\/aaep.org.ar\/?p=9056#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/aaep.org.ar\/?p=9056"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/aaep.org.ar\/?p=9056#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/aaep.org.ar\/"},{"@type":"ListItem","position":2,"name":"Commitment to sustainability or marketing strategy to increase profits? A preliminary analysis of startup practices in Argentina&#8217;s AgTech sector."}]},{"@type":"WebSite","@id":"https:\/\/aaep.org.ar\/#website","url":"https:\/\/aaep.org.ar\/","name":"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","description":"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","publisher":{"@id":"https:\/\/aaep.org.ar\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/aaep.org.ar\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/aaep.org.ar\/#organization","name":"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica","url":"https:\/\/aaep.org.ar\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/aaep.org.ar\/#\/schema\/logo\/image\/","url":"https:\/\/aaep.org.ar\/wp-content\/uploads\/2022\/05\/cropped-aaep_logo.png","contentUrl":"https:\/\/aaep.org.ar\/wp-content\/uploads\/2022\/05\/cropped-aaep_logo.png","width":74,"height":49,"caption":"Asociaci\u00f3n Argentina de Econom\u00eda Pol\u00edtica"},"image":{"@id":"https:\/\/aaep.org.ar\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/aaepoficial","https:\/\/www.instagram.com\/aaepoficial\/"]},{"@type":"Person","@id":"https:\/\/aaep.org.ar\/#\/schema\/person\/7150b747ba20875259c74b2cd177316c","name":"aaepolitica","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b4c835a24b26f7310194c9c19eee26567492d7a70e27fc0adad2d6b1983478c9?s=96&d=mm&r=g","caption":"aaepolitica"},"sameAs":["https:\/\/aaep.org.ar"]}]}},"_links":{"self":[{"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/posts\/9056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9056"}],"version-history":[{"count":2,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/posts\/9056\/revisions"}],"predecessor-version":[{"id":9058,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=\/wp\/v2\/posts\/9056\/revisions\/9058"}],"wp:attachment":[{"href":"https:\/\/aaep.org.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=9056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aaep.org.ar\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=9056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}