Denna studie har som syfte att undersöka hur konsumenter upplever klädföretaget H&M:s hållbarhetsarbete och vilka attityder som konsumenterna har gentemot företaget. Detta för att kunna skapa en ökad förståelse och kunskap kring hur hållbarhetsarbete kan påverka konsumentattityder. Studien har genomförts med hjälp av en enkätundersökning där svenska konsumenter har fått besvara frågor rörande ämnet. Studien presenterar resultatet med hjälp av olika diagram för att ge en visuell bild över detta. Insamlad data har sedan tolkats och använts för att analysera och diskutera i jämförelse med tidigare forskning på området. Det har visat sig att konsumenter har en negativ syn på H&M:s hållbarhetsarbete där flera konsumenter upplever att de inte arbetar tillräckligt med detta. Eftersom H&M är verksamt inom fast fashion branschen är hållbarhetsarbetet något som blir motsägelsefullt och många upplever på grund av detta företagets strategier som greenwashing. Transparens har visat sig vara en nyckel för att kunna öka intresset gällande produkter, då fler konsumenter har en positiv inställning till att handla plagg om de vet dess miljöpåverkan. Gällande konsumenters attityder gentemot verksamheten har det visat sig att många har dåligt samvete när de handlar kläder hos H&M då flera är medvetna om den fast fashion som H&M bedriver. Många har heller inte hållbarhet i åtanke då de handlar på H&M. Detta har visat på att konsumenters attityder inte har en särskilt stor påverkan på det hållbarhetsarbete som H&M gör. / This study aims to investigate how consumers experience the clothing company H&M's sustainability work and what attitudes consumers have towards the company. This is to be able to create an increased understanding and knowledge of how sustainability work can affect consumer attitudes. The study has been conducted with the help of a survey where Swedish consumers have answered questions regarding the subject. The study presents the results using various diagrams to give a visual picture of this. The collected data has then been interpreted and used to analyze and discuss in comparison with previous research in the field. It has been shown that consumers have a negative view of H&M's sustainability work, where several consumers feel that they do not work enough with this. Since H&M is active in the fast fashion industry, sustainability work is something that becomes contradictory and many therefore perceive the company's strategies as greenwashing. Transparency has proven to be a key to increasing interest in products, as more consumers have a positive attitude towards buying garments if they know its environmental impact. Regarding consumers' attitudes towards the business, it has been shown that many have a bad conscience when they buy clothes at H&M as many are aware of the fast fashion that H&M conducts. Many also do not have sustainability in mind when they shop at H&M. This has shown that consumer attitudes do not have a particularly large impact on the sustainability work that H&M does.

The steadily increased environmental concerns have become exceedingly palpable over time, not at least in consumers’ way of demanding greener products, or companies’ ways of incorporating green marketing strategies. A common tool for companies producing environmentally friendly food is ecolabelling. Foods with ecolabels on them enable consumers to know that this certain product indicates a good environmental choice. There are various factors that influence consumers’ buying behavior towards it. The purpose of this thesis is to examine whether knowledge, attitude and subjective norms have any relationship with Swedish consumers’ green buying behavior. A theoretical framework consisting of literature-identified constructs was developed. Using a questionnaire, a sample size of 158 was realized which was statistically analyzed. Findings indicated that there is a positive relationship between buying behavior and knowledge, attitude and subjective norms. It further revealed that the buying behavior towards ecolabelled food was not that common among the respondents. Hence, the study suggests that despite the positive attitude and sufficient amount of knowledge, consumers are still not that keen about buying ecolabelled food.

The concern for environmental sustainability is constantly growing within tourist destinations. Environmental concern is leading to increased consumer awareness of green sustainable destinations. The growing interest in sustainability-based practices contributes to companies using green marketing communication to attract green conscious consumers. The study contributes to understanding how green marketing communication and green practices can create misleading perceptions and affect the consumer experience of a surf destination, before versus after arriving in Bali, Indonesia. The study was conducted using an abductive and qualitative research approach. The data was collected from ten semi-structured interviews with visitors at a surf camp in Canggu, Bali. Observations of communication material were also conducted to complete the interviews. The results indicated that there was a difference between the perceived destination image compared to what the consumers experienced on site. The company misled their consumers through claims about their green efforts in their marketing communication. These occurrences can be seen as greenwashing, since the surf camp insists to be more ecologically sustainable than they actually are.

Miljön är ett diskuterat ämne och är en av de största utmaningarna som människan ställts inför hitintills. Inom livsmedelsbranschen kan ett förändrat intresse och köpbeteende ses, gällande miljöval och köp av ekologiska samt lokala produkter. Utifrån tidigare studier har det visats att det finns en förvirring gällande miljömärkta produkter där problematiken ligger i att det finns en kommunikationsbrist mellan lokala livsmedelsföretag och konsumenter.Vilka aspekter kan vara avgörande för hur lokala livsmedelsföretaggenom grön marknadsföring kan öka konsumenters medvetenhet omlokal mat?Syftet med undersökningen är att utforska och beskriva hur grön marknadsföring kan öka konsumenters medvetenhet om lokal mat. / The environment is a debated topic and is one of the biggest challenges the humankind have ever faced. In the food industry, a changing interest and buying behavior is seen, existing environmental choice and purchase of organic and local products. Based on previous studies it has been shown that there is confusion about the eco-labeled products where the problem lies in that there is a lack of communication between local food producers and consumers.What aspects can be crucial for the local food companies in green marketing that can increase consumer awareness of local food?The purpose of the study is to explore and describe how green marketingcan increase consumer awareness of local food.

Individer i samhället bär ansvaret för att bevara en hållbar konsumtion och göra bättre val somfrämjar naturens resurser. Detta kan fördelaktigt nås genom köp av produkter som är bättre förmiljön. Det är dock viktigt att företagen som säljer dessa, tydliggör de miljömässigabudskapen till kunderna. Att marknadsföra varor på internet kan anses vara effektivt för att nåut till en stor mängd. En låg reklameffektivitet kan dock påverka verksamhetensförsäljningsintäkter och företaget bör därför beakta hur digital marknadsföring kan användaspå ett effektivt sätt.Utifrån tidigare forskning har brister identifierats, gällande avgörande aspekter i sambandmed marknadsföring av miljövänliga produkter på internet. Studien syftar således till attbesvara och öka förståelsen kring vilka marknadsföringsaspekter som kan vara avgörande, närett företag marknadsför sina miljövänliga produkter med internet somkommunikationsverktyg. Genom en kvalitativ metod har en fallstudie genomförts på ettsvenskt företag som säljer miljövänliga shoppingkassar, vilka marknadsförs genom internet.Två semistrukturerade intervjuer har utförts med företagets grundare, vilket utgör studiensempiriska material. Med utgångspunkt från befintliga teorier om bland annat miljövänligaprodukter, miljöinriktad marknadsföring samt internet som kommunikationsverktyg, har detsammanställda intervjumaterialet sedan analyserats.Utifrån studiens analys har fem avgörande marknadsföringsaspekter med anknytning tillmiljövänliga produkter på internet, identifierats. Resultaten visar att en hemsida spelar enavgörande roll när företaget har svårt att marknadsföra sina miljövänliga produkter på andraelektroniska sätt. Likaså utgör en inriktning på specifika målgrupper med enmiljömedvetenhet eller andra köpbeteenden i åtanke, en avgörande aspekt. Resultaten visaräven att företaget bör använda ett lättsamt, sanningsenligt och varierat budskap vidmarknadsföring av varor som kännetecknar en miljöförbättring av befintliga produkter.Slutligen utgör förhållandet till miljökrav och regler som framhävs på internet, en avgörandemarknadsföringsaspekt.Studien har bidragit till en ökad förståelse kring avgörande marknadsföringsaspekter isamband med miljövänliga produkter på internet. Vidare forskning bör förslagsvis studeraliknande företag, för att göra en jämförelse av resultaten. / Individuals in society are responsible for a sustainable consumption and making choices thatpromote the use of eco-friendly resources. This can be achieved through the purchasing ofenvironmentally friendly products. However, it is important that the companies clearly statethe environmental message to their customers. Marketing on the internet could be seen as agood way to reach the mass market, but the low advertising efficiency may impact revenue.Therefore, companies should consider how to best utilize digital marketing.Based on previous research, flaws have been identified regarding essential aspects ofmarketing green products on the internet. The purpose of this study is therefore to answer andincrease the understanding about which marketing aspects that can be crucial when acompany markets their eco-friendly products, using the internet as a communication tool. Byusing a qualitative method, a case study was performed at a Swedish company that sellsenvironmentally friendly shopping-bags which are marketed on the internet. Two semistructuredinterviews with the company’s founders comprise the empirical material of thisstudy. The compiled interview material has then been analysed using existing theories on thesubject as a starting point.Based on the analysis, five crucial marketing aspects of eco-friendly products on theinternet have been identified. The results show that a web page is a decisive factor when thecompany has trouble marketing their environmentally friendly products in other electronicways. They go on to show that targeted groups, with an environmental awareness or otherpurchase behaviour in mind, is another crucial aspect. Further, the company should use alight-hearted, honest and varied message in marketing of existing products signifying apositive change in eco-friendliness. Finally, adhering to environmental rules and regulationsand emphasizing this on the internet is essential.This study has contributed to an increased understanding of the vital aspects of marketingenvironmentally friendly products on the internet. Further research might study similarcompanies to compare the results.

The objectives of this work were to analyze and to compare the visitors of the immediate surroundings of two protected areas in the State of Paraná: the National Park of Superagüi and the Ecological Station “Ilha do Mel”, both islands. There was applied a questionnaire with 37 qualitative and quantitative questions. The questionnaire consisted of five parts: sociodemographic characteristics; trip characteristics; environmental conscience and attitudes; favorite activities and motivation; and perception of the destiny. The data were collected through personal interviews that in the average took from 20 to 30 minutes. 327 questionnaires were applied in Superagüi; in the period of December of 1998 to May of 2000, and 392 on the Ilha do Mel, in the period of April of 2000 to June of 2000. There are significant differences among the visitors of the two islands, this practically in all the researched characteristics. The public of the Ilha do Mel is significantly younger, what influences in several other variables, such as: civil status; education degree; and employment situation. 84% of the visitors of Ilha do Mel heard about it through friends/family, while in Superagüi only 67%. Ilha do Mel, for being a tourist destiny already for a longer time and the easy access, receives a larger number of people with repeated visits. Tourism was trip objective to a larger portion of the visitors of Ilha do Mel; in compensation they were observed significantly more researchers in Superagüi. Visitors’ environmental conscience can be considered high on both islands, but the one of the visitors of Ilha do Mel was inferior to Superagüi. Fewer respondents knew that the place they visited is a protected area. The value of the entrance fee that they are willing to pay was significantly smaller, as well as the disposition to follow the rules in favor of the conservation of nature. The interest in social and environmental subjects was significantly higher among the visitors of Superagüi. They were also willing to pay more for the use of environmental sane techniques than the respondents on Ilha do Mel. The interest in practicing the 25 tourist activities was significantly different between the two places. The comparison of the visitors’ attitude towards to problems showed that a part of the interviewees in Superagüi is much less inconvenienced with problems linked to the infrastructure that reduce the comfort during the stay, confirmed this fact by the smaller importance they give to items of tourist infrastructure. Among the visitors of Superagüi there was an accentuated concern with the improvement of the quality of the host community's life, fact not noticed on Ilha do Mel. In terms of motivation, it was shown that the visitors of Superagüi have larger appreciation to the natural and cultural values and the escape of the stress of the city than the ones of Ilha do Mel. There was also accomplished a benefit segmentation, showing that it is possible to identify distinct segments among the visitors of the same place. In Superagüi they were identified the following clusters: 1) the indifferent ones; 2) the non-sociable adventurers; 3) the sociable adventurers; 4) the enthusiasts; and 5) the non-sociable naturalists. On Ilha do Mel there were identified five different clusters: 1) the sociable adventurers; 2) the pure naturalists; 3) the enthusiasts; 4) the indifferent ones; and 5) the cultural naturalists.

Bakgrund - En klar majoritet av EU-konsumenterna efterfrågar förbättrad information om hållbarhet inom klädindustrin. Samtidigt har forskning från Sveriges Konsumenter visat på svårigheter för konsumenter att upptäcka greenwashing och vilseledande marknadsföring. Greenwashing har därför blivit ett alltmer diskuterat ämne och väcker oro kring äkthet och hållbarhet inom klädindustrin. För att tackla problematiken med greenwashing kommer en ny lagstiftning från EU inkludera förbud mot falska hållbarhetspåståenden. Syfte - Studien har som syfte att undersöka hur unga svenska konsumenter reagerar på greenwashing, genom att undersöka attityder och beteenden inom klädindustrin, med särskild inriktning på greenwashing. Med hjälp av att analysera hur unga konsumenter reagerar på och påverkas av greenwashing, syftar studien till att ge insikter om hur detta påverkar attityder, köpintentioner och köpbeteende. I analysen av dessa tre faktorer är det även av intresse att studera om textilkunskap har en effekt på unga svenska konsumenters reaktion på greenwashing. Metod - För att uppnå studiens syfte har en kvantitativ metod, med deduktiv ansats använts. Data samlades in genom en enkätundersökning som resulterade i totalt 84 validerade svar från studenter på Högskolan i Borås. Därefter genomfördes statistiska analyser av datamaterialet. Slutsatser - De slutsatser som konstateras är att greenwashing leder till en negativ attityd gentemot företag hos unga svenska konsumenter. Greenwashing påverkar även lojalitet hos konsumenter, vilket påverkar köpintentioner negativt och orsakar ett förändrat konsumentbeteende hos konsumenter. Det kan vidare bekräftas att konsumenter värderar autenticitet inom marknadsföringsinsatser hos företag. De konsumenter som har ett intresse för hållbara produkter har också en högre medvetenhet om greenwashing. Studien kan vidare inte bekräfta att det finns signifikanta skillnader mellan studenter med textilrelaterad utbildning och de med en icke-textilrelaterad utbildning när det gäller effekten av greenwashing. Relevans - Vikten av unga svenska konsumenters reaktioner och beteenden gentemot greenwashing inom klädindustrin är av stor betydelse i ljuset av den ökande medvetenheten om hållbarhet och autenticitet. Genom att studera om det finns skillnader kring effekterna av greenwashing mellan studenter med en textilrelaterad utbildningsbakgrund och studenter med en icke-textilrelaterad utbildning kan vi analysera kunskapens roll i relation till greenwashing. Utifrån detta strävar studien efter att öka kunskapen och bidra med en djupare förståelse kring konsumentbeteende, för att utgöra ett underlag för aktörer inom industrin. Den här kandidatuppsatsen är skriven på svenska. / Background - A clear majority of EU consumers demand improved information on sustainability within the clothing industry. At the same time, research from Sveriges Konsumenter has shown difficulties for consumers in detecting greenwashing and misleading marketing. Therefore, greenwashing has become an increasingly discussed topic, raising concerns about authenticity and sustainability within the clothing industry. To address the issue of greenwashing, new legislation from the EU will include a ban on false sustainability claims. Purpose - The purpose of the study is to investigate how young Swedish consumers react to greenwashing by examining attitudes and behaviors within the clothing industry, with a specific focus on greenwashing. By analyzing how young consumers react to and are affected by greenwashing, the study aims to provide insights into how this affects attitudes, purchase intentions, and purchasing behavior. In the analysis of these three factors, it is also of interest to study whether textile knowledge has an effect on young Swedish consumers' reaction to greenwashing. Method - To achieve the study's purpose, a quantitative method with a deductive approach has been used. Data were collected through a survey resulting in a total of 84 validated responses from students at the University of Borås. Subsequently, statistical analyses of the data material were conducted. Findings - The conclusions drawn are that greenwashing leads to a negative attitude towards companies among young Swedish consumers. Greenwashing also affects consumer loyalty, negatively impacting purchase intentions and causing changes in consumer behavior. It can further be confirmed that consumers value authenticity in companies' marketing efforts. Consumers interested in sustainable products also have a higher awareness of greenwashing. The study cannot confirm significant differences between students with textile-related education backgrounds and those with non-textile-related education regarding the effect of greenwashing. Relevance - The importance of young Swedish consumers' reactions and behaviors towards greenwashing within the clothing industry is significant in light of the increasing awareness of sustainability and authenticity. By studying whether there are differences in the effects of greenwashing between students with textile-related educational backgrounds and those with non-textile-related education, we can analyze the role of knowledge in relation to greenwashing. Based on this, the study aims to increase knowledge and contribute to a deeper understanding of consumer behavior to provide a basis for industry stakeholders. This bachelor’s thesis is written in Swedish.

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: Green consumerism is on the increase, especially in developed countries. Green labels plays a key role in informing and assuring consumers about the environmental credibility of the products that they purchase. Within the global forestry industry green label certification schemes have also had a large impact. More than 80% of the 1.3 million hectares of plantations in South Africa are certified under the Forestry Stewardship Council (FSC) green label standard. A research survey was undertaken amongst growers, processors and retailers of timber products in South Africa to assess the current FSC domestic market situation. The survey indicated that although growers and processors support FSC certification, as a way of improving the quality of forestry in South Africa, they receive very limited market benefits for FSC certified products and do not market FSC products actively. Hardware retailers were found to be unaware of FSC certification. Reports from other developing countries indicate similar trends. This raises the question if it is worth marketing FSC products to domestic consumers? The marketing of FSC certified products might not yield direct financial gains but it can help to improve the image of forestry companies and the forestry industry in general. FSC certification can be used as a way of showing corporate social responsibility towards consumers and in raising the profile of the South African forestry industry. Based on the results from the research survey a number of recommendations can be made regarding the marketing of FSC as a green label certification system in South Africa. A marketing campaign for FSC certified timber products should ideally focus on the social benefits of buying high quality timber products. This marketing message should be targeted at individual and corporate consumers. Individual consumers could be educated about the benefits of buying green label products while corporate consumers could be encouraged to use and sell FSC certified products as part of their corporate social responsibility. The promotion of FSC certification could also be boosted if it can be included in activities related to the 2010 Soccer World Cup. The different role players in the domestic timber value chain can each playa role in marketing FSC certified products. These roles differ from creating a promotional push in the timber value chain by growers, processors and retailers to a promotional pull amongst consumers by the FSC, NGO's, certification bodies, industry representatives and government. A marketing campaign for FSC products should ideally be coordinated and driven by the South African FSC National Initiative / AFRIKAANSE OPSOMMING: Groen verbruikersdruk is aan die toeneem, veral in ontwikkelde lande. Groen etikette speel 'n sleutelrol in die verskaffing van inligting en 'n versekering aan verbruikers oor die omgewingsgeloofwaardigheid van die produkte wat hulle koop. Groen sertifiseringskemas het ook 'n groot impak op die globale bosbou-industrie gehad. Meer as 80% van die 1.3 miljoen hektaar plantasies in Suid Afrika is gesertifiseer volgens die "Forestry Stewardship Council" (FSC) groen etiket standaard. 'n Navorsingsopname is onderneem onder kwekers, verwerkers en kleinhandelaars van houtprodukte in Suid Afrika. Die doel was om die huidige binnelandse marksituasie van FSC gesertifiseerde houtprodukte te ontleed. Die opname het getoon dat, alhoewel kwekers en verwerkers FSC sertifisering ondersteun as 'n manier om bosbou se kwaliteit in Suid Afrika te verbeter, hulle baie min markvoordeel uit FSC gesertifiseerde produkte kry en dat hulle nie FSC produkte aktief bemark nie. Daar is bevind dat hardeware kleinhandelaars onbewus is van FSC sertifisering. Verslae vanaf ander ontwikkelende lande dui op soortgelyke tendense. Dit laat ontstaan die vraag of dit die moeite werd is om FSC produkte aan binnelandse verbruikers te bemark? Die bemarking van FSC gesertifiseerde produkte mag dalk nie direkte finansieHe voordele inhou nie, maar kan help om die beeld van bosboumaatskappye en die bosboubedryf in die algemeen te verbeter. FSC sertifisering kan gebruik word om korporatiewe sosiale verantwoordelikheid aan verbuikers te demonstreer en om die profiel van die Suid-Afrikaanse bosbou industrie te verbeter. 'n Aantal aanbevelings, gebaseer op die resultate van die navorsingsopname, kan gemaak word oor die bemarking van FSC as 'n groen etiket sertifiseringstelsel in Suid Afrika. 'n Bemarkingsveldtog vir FSC gesertifiseerde houtprodukte behoort te fokus op die sosiale voordele van die koop van hoe kwaliteit houtprodukte. Individuele en korporatiewe verbruikers behoort geteiken te word met die bemarkingsboodskap. Individuele verbruikers kan opgelei word in die voordele van die koop van groen etiket produkte, terwyl korporatiewe verbruikers aangemoedig kan word om FSC produkte te gebruik en te verkoop as deel van hulle korporatiewe sosiale verantwoordelikheid. Die promosie van FSC sertifisering kan ook aangehelp word deur dit in te sluit by aktiwiteite wat betrekking het op die 2010 Sokker Wereldbeker. Die verskillende rolspelers in die binnelandse hout waardeketting kan elk 'n rol speel in die bemarking van FSC gesertifiseerde produkte. Hierdie rolle kan wissel vanaf die skepping van 'n promosie stootkrag in die hout waardeketting deur kwekers, verwerkers en kleinhandelaars tot die skepping van 'n promosie trekkrag onder verbruikers deur die FSC, nie-regeringsorganisasies, industriele verteenwoordigers en die regering. 'n Bemarkinsgveldtog behoort deur die Suid-Afrikaanse FSC Nasionale Inisiatief gedryf en geko6rdineer te word

The purpose of this study is to examine a brand’s green marketing and its consumers’ perception of it in order to compare these views. The idea is to find a potential gap and what effect it may have on the brand. A case study has therefore been made with the grocery market brand Coop with focus on organic food. The material used consists of texts from Coop’s website to represent their brand. The topic of all texts is organic production and its relation to Coop. To analyze the consumers’ perception of the brand, interviews has been made. Lloyd F. Bitzer’s theory of the rhetorical situation and Roland Barthes’ theory of myths, adapted to rhetoric and argumentation by Eric Bengtson, have been applied. The findings show that there is a gap between Coop and the consumers’ perception of it: Coop has an elaborate myth in all their texts about being the protectors of the Earth, while the consumers only regard the company as somewhat aware of the environment. This stands even though the company and the consumers both believe sustainability to be an important issue.

This study demonstrates how discourse is used to construct popular myths. This study analyzes magazine advertisements used by businesses in overcoming the rhetorical problem posed by a public opinion that blamed them for environmental problems. This study shows how businesses used advertisements to construct a popular myth that businesses were doing their part in overcoming the environmental crisis.