Det har skett en kraftig ökning kring intresset för hållbarhet de senaste två decennierna hos konsumenter. Företag har även insett att nyttjande av marknadsföring där de hållbara aspekterna lyfts fram lett till en ökad lönsamhet. I takt med att fler företag marknadsför grönt har det lett till att konsumenter översköljs av information kring hållbara tjänster, produkter och företag. Konsumenter vet inte längre vilket alternativ som är mest hållbart eller vilket företag de kan lita på. Uppmärksammade fall av felaktig grön marknadsföring har också bidragit till det sänkta förtroende hos konsumenter. Syftet med uppsatsen är därför att öka förståelsen kring utformandet av förtroendeingivande grön marknadsföring. För att uppfylla uppsatsens syfte har litteratur, artiklar och rapporter kring ämnet förtroende i grön marknadsföring samlats in. Teorin kompletterades med semistrukturerade intervjuer där personer på marknadsföringsbyråer med bred kompetens och erfarenhet inom grön marknadsföring valdes ut. Inom marknadsföring definieras förtroende som konsumenters tillförlitlighet och välvilja till ett varumärke. När konsumenters förtroende för ett varumärke ökar så minskar även deras oro samt osäkerhet och därför stärks varumärket som helhet. För att genomföra grön marknadsföring som inger förtroende är strategierna cause marketing, influencer marketing samt grön demarketing frekvent återkommande.  Uppsatsen visar att faktorerna transparens, trovärdighet samt faktabaserade påståenden var grundläggande för förtroendeingivande grön marknadsföring. Den visar också att användandet av cause marketing kräver ett högt förtroende hos konsumenter samt en image som är i linje med problemet som ska bistås. I användandet av influencer marketing krävs även här ett befintligt högt förtroende, men också en analys av influencerns sociala medier och värderingar. Inom grön demarketing behövs också ett högt befintligt förtroende hos konsumenter, men också en tydlighet i budskapet samt en image som tillåter en skämtsam jargong. Sammanfattningsvis tyder uppsatsen på att företag med lågt förtroende hos konsumenter inom hållbarhet initialt bör fokusera på de grundläggande faktorerna för att bygga en förtroendegrund att stå på innan marknadsföringskampanjer utformas.

Background:  Distinguishing from competitors nowadays turns out to be more difficult as mass communication is a topical issue. Not only, but also in the fashion industry, sustainability is an upcoming topic, especially since this industry is deemed to be the second most polluting worldwide and strives for a change in consumerism. Particularly, millennials are perceived to be the generation being most aware of sustainable alternatives and aspire to protect the environment. Green Marketing is applied to thus promote green processes, products and the like to several customer segments.  Purpose:        The purpose of this thesis is to qualitatively explore the impact of green marketing on the purchase behavior of European female millennials in the fashion industry. Method:         The method chosen for this study were online focus groups with female informants from several European countries. Five online focus groups with a total of 31 informants were conducted. The qualitative study is based on an inductive and interpretivist approach. Due to the existence of known models, individual deductive elements were included for data collection. Finally, a theoretical framework was created. Conclusion:        The results show that green marketing is perceived in a diversified way. Positively, green marketing is creating awareness towards considering sustainable fashion and a possible future change in the purchasing behavior. Negatively it is said, that green marketing is often associated with greenwashing and dishonest pursuits of the companies. Due to sustainability becoming more important and popular, green marketing is also related to a trend in marketing to keep up with competitors. However, green marketing in this study was found out to have no significant impact on the purchase behavior. Overall, the impact of green marketing depends strongly on the knowledge level of the informants in this study. It is noteworthy, that informants with basic knowledge are most likely to be influenced by GM

Background:  Green Marketing faces an upward trend; global well-being becomes more and more important while at the same time the new age of Industry 5.0 is ahead. All those components contribute to increasing environmental business activities.      Purpose:   The purpose of the study is to elaborate under which considerations Green Marketing can be successfully implemented by businesses in respect of the changing environmental processes lead by Industry 5.0 and the associated movement towards environmental and global well-being.    Method:  This study is of qualitative nature and follows an inductive interpretivist approach. The literature review as secondary research data is complemented by primary data conducted through mixed methods of expert interviews and a focus group.   Conclusion:  Likewise, opportunities and challenges within environmental business appear. The developed framework illustrates the interconnection inter alia of green marketing and Industry 5.0 that contribute to a successful execution to reach global well-being. Summarizing a holistic approach towards global well-being is indispensable.

Background: The increased awareness of the environmental impact is allowing consumers to be more conscious of their purchasing decisions and habits. Awareness, however, is shown to be based on a number of factors, including country culture. A cultural analysis of the UK was conducted to understand the impact a country’s culture has on individual behaviors. A number of consumer behavior theories were also applied to understand the perceptions and behaviors taken during the individual consumption process. Theories regarding green marketing are also taken into account to provide background of the need for a study of this caliber. Approach: For this quantitative study, an online survey was conducted, along with an analysis of the UK’s culture and implications on consumers purchasing behavior. Findings: The findings from the research show that consumers in the UK are aware of the impact of their sustainable purchasing habits. Consumers do take into account what the purchase means for society as well as them as an individual, which verifies the cultural analysis that was conducted. They are also influenced by green marketing, which validates their purchasing habits and continues the pattern of behavior. Individuals in the UK are very aware of the effects of their behavior, and depending on varying factors are interested in continuing or even changing their behavior to conduct more ethical spending habits. Value: From this research, a framework connecting country culture with consumer behavior decisions is created and applied to environmentally sustainable purchasing choices. This can be taken into account to understand the habits and behaviors of consumers in the UK to continue to push green marketing for products.

Background: Small and medium-sized firms (SMEs) have their impact on the environment besides their benefits.  While a business grows, naturally destroying impacts are also growing. SMEs have a variety of barriers to be green and sustainable. There are some simple and non-complicated actions that firms can take, to reduce their destructive impacts on the environment.  This study analyses the existing barriers and focuses on small and medium sizes firms (SMEs) around Jonkoping. Besides, this study includes interviews with successful and sustainable companies and reflects their solutions to overcome those barriers in a different step of the green product lifecycle. Purpose: This is a practical study of how sustainability process in SMEs can drive product lifecycle greener. The purpose of this thesis is to study the existing practical and simple solutions for different environmental sustainability barriers in SMEs which located in Jonkoping region. Also, it goals to reveal solutions which applies by sustainable businesses to overcome to the sustainability barriers. Method: To fulfil the purpose of the thesis, an experimental research design was applied, and the data was provided from in-depth, semi-structured interviews. Ten interviews were conducted with successful businesses in sustainability practice in the Jonkoping region. The data analysis for this study was created by an inductive approach. Conclusion: This study has revealed that the successful green businesses categorizing their barriers into general, segmental, and individual groups. After that, by evaluating the strength of obstacles in different steps of GPL and considering their available resources they plan to apply proper solution. The other main finding in this thesis was a practical framework according to what have been done in our research.

Thesis advisor: Richard Spinello / 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.

In this era of environmental upheaval, this study sought clarity on the matter of green purchasing behavior. How the fashion industry’s specific impact on the environment has affected consumers' attitude towards companies and their collections. It was identified that customers have been requesting sustainable products from their retailers more and more and yet, a conscious willingness to help on the part of the consumer did not necessarily equate to purchasing more sustainable products.  The empirical part of the study was based on a quantitative research approach. The findings and data collection were obtained through an online questionnaire, generating responses from 40 individuals. Deductive reasoning was selected in this thesis as a scientific approach. The research has been done from the consumer's perspective. Furthermore, the collected data that created the hypothesis was analyzed and gathered from existing theories.  The conclusion of this research demonstrated that consumers did possess a willingness to be more conscious of their own climate change footprint by adapting green purchasing intentions such as buying less new clothes at present than 5 years ago. The findings indicated that consumer awareness did not necessarily result in a change in their green buying behavior. Finally, it was found that an unchanged position in consumers' green buying behavior would have been due to a lack of sustainable fashion alternatives readily available. The authors believe that further research is needed to shed light on the divide between consumers' attitude and actual purchasing behavior.

Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective participation in the green movement in terms of their pro-environmental attitudes and their purchase behaviors. Consumers' reason for choosing an alternative diet, their relative commitment to the alternative diet, as well as their level of green participation based on the New Ecological Paradigm (NEP) scale and the Ecologically Conscious Consumer Behavior (ECCB) scale was measure and analyzed. Additionally, a conclusion and discussion of the study, potential marketing implications, and suggestions for future studies will be reviewed.

In today’s society, companies engage in sustainable efforts to lower the impact consumption has on the environment. To emphasize these efforts, companies utilize sustainable marketing to gain consumers’ attention. The advertisements used in sustainable marketing often involves marketing appeals, and mainly the two appeals: self-benefit and other-benefit. Studies have shown that most consumers appear to want to consume sustainably, however, there is a gap between consumers’ willingness and their actions. As young consumers are generally more motivated to consume sustainably, the purpose of this study was to provide the reader with more information regarding young consumer’s attitudes towards these appeals and how they affect young consumers’ decisions when it comes to sustainable consumption. By conducting qualitative one-on-one interviews with young consumers, their thoughts and attitudes towards the two appeals were collected and then analyzed with the help of the hierarchy of effects model created by Lavidge and Steiner (1961). The findings were compared with previous research on the subject, which also added an understanding to what motivates young consumers to consume in a more sustainable manner. In conclusion, this study found that both appeals worked as a reminder to young consumers to engage in sustainable consumption, as they were already very aware of the issue. It also suggested that the respondents had more positive attitudes towards the self-benefit appeal, as it benefitted themselves as well as the environment, which resulted in positive attitudes to engage in sustainable consumption. The other-benefit appeal seemed too holistic and some respondents developed skepticism towards the product/brand.

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