Background & Problem: As society becomes more aware of what climate change is provoking in the environment, urgent action toward a more sustainable way of living is being called for. Businesses need to find ways to become more sustainable. One of the fastest-growing industries in the market is the fashion industry, despite it being part of the second-largest polluting industry. It is up to the business but also the consumers to make drastic changes in order to sustain the planet. There are multiple factors that affect consumers purchasing decisions, such as Price and Environmental Knowledge. The problem found when conducting the literature review was that no previous articles could be found in Sweden regarding consumers’ purchasing decisions when buying clothes within the fast fashion sector regarding sustainability.   Purpose: This study aims to understand what substantial factors affect consumers' purchase decisions on clothes. The authors aim to explain existing literature on the chosen topic while providing new insights and data to understand the effect of different variables on consumers’ purchase decisions within Sweden.   Method: A quantitative approach was used, where a questionnaire was sent out to consumers in Sweden. The theoretical framework and the two hypotheses were built on previous literature collected through search engines. The data gathered from the questionnaire was analyzed through the statistical data analysis tool IBM SPSS with a regression model and a descriptive model to answer the research question.   Conclusion: The results of this study show that individuals in Sweden often prioritize Low Prices over the environmental impact of their choices, as well as showing that having Environmental Knowledge affects consumers purchasing decisions. However, not as much as it was expected. The two hypotheses tested were both accepted. Environmental Knowledge and Low Prices affect consumers’ purchasing decisions when buying fast fashion products in Sweden. The results are coherent with previous literature.

Purpose: The purpose of this paper is to gain a holistic understanding of Environmental, Social, and Governance (ESG) related narratives applied in OMXS30 firms’ annual reports. The understanding contributes to the existing literature by highlighting which main narrative strategies firms’ use to gain and maintain legitimacy, and whether or not the legitimacy gained and maintained from the narratives are in line with the firms’ ESG performance. Research questions: How do Swedish OMXS30 firms employ narratives in their annual reports as a means of legitimizing their ESG performance? How are the annual report narratives of OMXS30 firms related to their true ESG performance? Methodology and method: An inductive qualitative exploratory study was carried out to gain understanding of the most common ESG related disclosure narratives used by OMXS30 firms. To highlight how the narrative strategies are used to gain legitimacy, a thematic analysis of three OMXS30 firms’ annual reports for fiscal year 2022 was conducted. Discrepancies and similarities among the sample firms’ narratives was contrasted to the firms’ Refinitiv ESG score, which is used as a yardstick of ESG performance.The sample was based on the conceptually driven approach, where the authors of thisstudy assessed that data from firms with a high ESG score deviation compared to each other was the best base for further exploration. Conclusion: Our conclusion shows that there is no generalizable stringent alignment between firms’ ESG related narratives and their true ESG performance across the ESG score spectrum. This is shown by the many similarities in ESG related narratives between the firms, despite their highly deviating Refinitiv ESG scores. Furthermore, our study shows that narratives employed as a means of legitimizing ESG efforts are exclusively related to the Environmental and Social pillar of the ESG framework. Our main finding shows that the lowest rated firm narrative deviates from their ESG performance, by applying a narrative in line with the highest rated firm in terms of frequently addressed disclosure topics as well as applied linguistics.

Syftet är att undersöka hur fossilindustrin paketerar sina reklambudskap inom det vilseledande formatet hemmahörande-annonser. Syftet är även att skapa förståelse för hur den trendande klimatdiskursen påverkar marknadsförings utformning. Det svenska petroleumoch biodrivmedelsföretaget Preems kampanj från 2019-2020 undersöks, genom en kvalitativ innehållsanalys av hemmahörande-annonser publicerade i Dagens Nyheter. Gestaltningsteori används för att se hur det meningsbärande innehållet ramas in. Huvudteorin kompletteras av teorin om övertalning för att se hur Preem använder inramning för att nå mottagarna. Resonemang om strategisk kommunikation, greenwashing och grön profilering har inkluderats för att fördjupa kunskapen om fossilindustrins marknadsföringsstrategier. Uppsatsens resultat visar att Preem har valt att lyfta fram löften, mål och visioner samt inkludera sådant som stärker anseendet och ökar förtroendet för Preem. En gemensam nämnare är att allt innehåll ramas in för att övertyga publiken om att Preems verksamhet är miljövänlig. Resultatet av analysen visar att terminologi som tillhör klimatdiskursen är det tydligaste temat och används strategiskt för att följa den gröna marknadsföringstrenden och bygga en grön profil. Preem nyttjar kommunikativa marknadsföringsstrategier som visat sig vara effektiva i relation till samhälleliga förändringar.

Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. Nevertheless, there is also literature indicating that some customers ignore this and do not alter their purchasing behavior by continuing to buy from these misbehaving brands. This can be explained by moral decoupling, which allows customers to separate their judgements of morality from their judgements of the company's performance. In addition to this, three further variables were analyzed, to comprehend this concept better. Purpose: This study's goal was to retest relationships established in previous research, concretely moral decoupling linked with brand identity fusion, purchase intention and the regulatory focus theory in the context of a greenwashing infraction. By retesting and further proving these, this study’s contribution would have been to propose the expansion of the moral decoupling model with the mentioned variables. Also, this study would expand the existing literature on causes of customer behavioral responses and bring light and study further the detrimental practice of greenwashing.  Method: The foundation of this study was previous literature, which helped construct three hypotheses that were tested via an online questionnaire that has 122 usable responses. In summary, this study follows a deductive approach using quantitative methods to fulfill the purpose of this explanatory, positivist research.  Conclusion: There was not enough evidence to support hypotheses 1 and 2. These stated that regulatory focus influences moral decoupling in a greenwashing context, promotion focus negatively and prevention positively, and that brand identity fusion influences moral decoupling positively in a greenwashing context. The third hypothesis stating that moral decoupling positively influences purchase intention was only proven in the English survey. The overall results contradict the findings of the literature this study is based on, meaning that future research is needed to reconcile these differences.

Due to the increased popularity of greener products (green implies being more sustainable) and more businesses involved in greener markets, the phenomenon of greenwashing has expanded. This is problematic because actors trying to design, manufacture and sell products with a high sustainability content are then forced to compete with actors that deal with artificial sustainability. When trying to market products with a high sustainability index, customers require strong arguments regarding how sustainability has been dealt with within the design process. These need to be grounded in reality and be transparent. One identified research gap is the limited knowledge on how to design and manufacture consumer products in an environmentally and climate friendly way and at the same time attract consumers. The purpose of the study is to problematize sustainable design and consumption and develop a model for a sustainability integrated design process.  First, a literature review was conducted to gain a theoretical overview of the concepts mentioned earlier but also to build a theoretical point of reference. To further explore the concepts, an empirical case study was conducted using Verk, a Swedish furniture company as a case company in order to deepen and complement the gathered theory. The results of the literature study and the case study were then compiled into four identified sustainability factors that affect the creation of novel artefacts which were then sorted through Cross’s (2008) four stage design process model consisting of exploration, generation, evaluation and communication. These four stages were then integrated into a two layered sustainable design process in order to draw conclusions on how a sustainability integrated design process can be modelled.  The developed model was named “2-4 sustainable design process model” because of the two decision processes in each of the four stages of the design process. The model was validated by using the model in a design process where a table was designed. The table corresponds well with the four sustainability factors which shows that the sustainability factors successfully can be integrated within a design process and deliver a product with a high sustainability value. The implications of conducting this type of research is to show how a scientifically derived sustainable design process can be modelled and executed. The method contribution of this study is of scientific interest within design science, due to the scarcity of sustainable design process models with a rigid sustainability dimension. There is also a practical contribution when the developed model gives guidance for industrial designers on how to design in a way that seamlessly deals with sustainability in all the stages of the design process. Further there is a probability that the developed model also can be used in design teaching on how to design in a sustainable way, due to its prescriptive logic.

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This thesis studies the effects of greenwashing in the fashion industry on the Generation Z cohort. It aims to understand the behaviors, motivations, attitudes, and processes behind their clothing shopping habits, including external and internal factors. It seeks to broaden the discussion around greenwashing in the 21st century, especially in the current age where firms are being evaluated on their Environmental, Social, and Governance practices. Therefore, it includes an extensive research background, including a brief history of greenwashing as a marketing tactic, the fashion industry, a study of clothing supply chains, and finally background information on Generation Z and their generational characteristics.This, as well as the small research study conducted at Boston College, all inform the conclusions of this study. / Thesis ( BA ) — Boston College, 2022 . / Submitted to: Boston College. College of Arts and Sciences . / Discipline: Departmental Honors . / Discipline: Environmental Studies .

This thesis studies the effects of greenwashing in the fashion industry on the Generation Z cohort. It aims to understand the behaviors, motivations, attitudes, and processes behind their clothing shopping habits, including external and internal factors. It seeks to broaden the discussion around greenwashing in the 21st century, especially in the current age where firms are being evaluated on their Environmental, Social, and Governance practices. Therefore, it includes an extensive research background, including a brief history of greenwashing as a marketing tactic, the fashion industry, a study of clothing supply chains, and finally background information on Generation Z and their generational characteristics.This, as well as the small research study conducted at Boston College, all inform the conclusions of this study. / Thesis ( BA ) — Boston College, 2022 . / Submitted to: Boston College. College of Arts and Sciences . / Discipline: Departmental Honors . / Discipline: Environmental Studies .

Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. As a result of insufficient regulations for how sustainability may and may not be marketed, customers are presented with a high number of exaggerated and false sustainability claims. Therefore, customers find it difficult to orient themselves among all the sustainability information. Also, companies are struggling to stand out and convince customers that theirsustainability information is true. In addition, it is difficult to change existing customer attitudes, which makes it difficult for companies that want to change negative perceptions of sustainability. To make it easier for customers to orient among all information, the EU Commission has developed new directives concerning greenwashing. However, this has further complicated the marketing and communication of sustainability, both internally and towards consumers. This study has examined success factors for signaling sustainability to be perceived as a sustainable brand by customers, as well as how to avoid greenwashing. The study was conducted using multiple-case studies in three different industries with a total of five respondents. The industries were transport, food producing companies and food retailer. Furthermore, three experts in brand strategy were interviewed. The study shows that companies can take initiatives internally as well as develop external signals related to sustainability in order to increase their perceived level of sustainability among customers. Internally, is it important that the company has sustainability as a natural part of the brand. If sustainability is streamed through the entire organization, the customer will perceive that the company possess a high level of sustainability. Furthermore, companies need to define what sustainability entails internally and establish ambitions and goals. Knowledge about society's and consumers' views and definition of sustainability is beneficial when sustainability is to be marketed. Also, it is important to be transparent about how sustainable the company actually is. With regard to the external signals,  storytelling proved to have a major impact on consumers' perception of sustainability. Sustainability information that is transparent is more likely to be perceived as authentic and has a positive effect on consumers' perception of sustainability. A larger number of decimals in numerical sustainability information can be perceived as more credible among consumers who are familiar with a company and less so among those who are unfamiliar. The use of third-party symbols and climate compensation should be seen as a complement, as it has less of an impact on consumers' perception of a company's sustainability. By creating a uniform definition, ambitions and goals around sustainability and transparently communicating it to everyone within the company, the risk for greenwashing will be reduced. Furthermore, it is important that all marketing of sustainability is reviewed by experts, for example through close collaboration between the sustainability department and the marketing department. / Att uppfattas som hållbara blir allt viktigare för företag. Följden av detta är att allt fler företag kommunicerar sina åtaganden för att bli mer hållbara. Företag applicerar även symboler och etiketter som ska signalera hållbarhet på produkter och tjänster. En konsekvens av bristen på tillräckliga regleringar för hur hållbarhet får och inte får marknadsföras är ett högt antal överdrivna och falska hållbarhetspåståenden. Konsumenter har därför svårt att orientera sig bland all information. Företag kämpar med att sticka ut och övertyga konsumenter om att information som berör hållbarhet är sann. Dessutom är det svårt att förändra befintliga attityder, vilket försvårar för de företag som vill förändra negativa hållbarhetsuppfattningar. För att underlätta för konsumenter har EU kommissionen utvecklat nya direktiv för greenwashing (grönmålning enligt EU kommissionen). Det har komplicerat marknadsföring och kommunikation av hållbarhet ytterligare, både internt och gentemot konsument. Denna studie har undersökt framgångsfaktorer för att signalera hållbarhet och därigenom uppfattas som ett hållbart företag av konsument, samt hur man undviker greenwashing. Studien genomfördes genom fallstudier med fem respondenter inom tre olika branscher. Branscherna var transport, matproducerande företag och dagligvaruhandel. Vidare intervjuades tre experter inom varumärkesstrategi. Studien visar att företag kan ta initiativ internt samt utveckla och effektivisera externa signaler som rör hållbarhet för att öka sin uppfattade nivå av hållbarhet hos konsumenter. Internt är det viktigt att företaget har hållbarhet som en naturlig del i företaget. Om hållbarhet genomsyrar hela organisationen ökar chansen för att konsumenter vid varje möte med företaget får en positiv hållbarhetsuppfattning. Vidare behöver företag definiera vad hållbarhet innebär internt samt etablera ambitioner och mål kring hållbarhet. Att ha samhällets och konsumenters syn och hållbarhetsdefinition i åtanke kan vara gynnsamt när hållbarhet ska marknadsföras. Det är också viktigt att vara transparant internt med hur hållbart företaget är. Vad gäller de externa signalerna visade sig storytelling kunna ha stor inverkan på konsumenters hållbarhetsuppfattning. Hållbarhetsinformation som är transparent har större sannolikhet att uppfattas som autentisk och påverkar konsumenters uppfattning av hållbarhet positivt. Ett större antal decimaler i numerisk hållbarhetsinformation kan uppfattas som mer trovärdigt bland konsumenter som är bekanta med ett företag och mindre bland de som är nya. Användandet av tredjepartssymboler och klimatkompensation bör ses som ett komplement, då det har mindre inverkan på konsumenters hållbarhetsuppfattning av ett företag. Genom att skapa en enhetlig definition, ambitioner och mål kring hållbarhet och transparant kommunicera det till samtliga inom företaget så minskar det risken för greenwashing. Det är dessutom viktigt att all marknadsföring av hållbarhet granskas av experter, förslagsvis genom nära samarbete mellan hållbarhetsavdelning och marknadsföringsavdelning.