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 .

SammanfattningTitel: Miljöaspektens prioritering vid logistikplaneringFörfattare: Viveca Freij och Olivia Idström EkestolpeHandledare: Björn CarlssonNivå: Kandidatuppsats i Företagsekonomi, 15 hp, VT 2013Nyckelord: Stora företag i Sverige, miljöaspekten, logistikplanering, greenwash, grön marknadsföring, CSR och logistik.Problemformulering:Hur prioriteras miljöaspekten hos stora företag i Sverige vid logistikplanering?Syfte:Syftet med denna studie är att utforska om och hur stora företag i Sverige tar hänsyn till miljön vid logistikplanering.Metod:En kvalitativ forskningsstrategi med ett induktivt angreppssätt. Studien börjar med en intervju med ett transportbolag och följs av en tvärsnittsstudie som genomförs via telefonintervjuer med 33 av Sveriges största arbetsgivare. Teoretisk referensram: Studien hanterar teorier inom grön marknadsföring, CSR, logistik och grön logistik. Teorier inom grön marknadsföring bidrar till att skapa förståelse om vilka fördelar som grön marknadsföring kan ge. Inom CSR beskrivs vilka beståndsdelar som hör till ämnet och vad som definierar begreppet samt vilka fördelar ett uttalat CSR-arbete kan ge. Genom teorier inom logistik och grön logistik skapas en förståelse om hur det kan bedrivas och anpassas, samt vilka motiv som ligger till grund för arbetssätten.Empirisk insamling:Empirin har samlats in genom en ansikte mot ansikte intervju samt genom 33 stycken telefonintervjuer. Slutsats: Studien visar att majoriteten av Sveriges största arbetsgivare inte prioriterar miljöaspekten över pris, ledtid och leveransservice vid val av transportleverantör. Trots detta ger företagen i sin marknadsföring intryck av att de ser miljön som viktig och arbetar för att bidra till en hållbar utveckling. Företagen kan arbeta med miljöfrågor men lever inte upp till vad de kommunicerar ut i marknadsföringen, omedvetet eller ej är detta en försköning som kan leda till fördelar för företagen. / AbstractTitle: The environmental aspects priority during logistics planning. Authors: Viveca Freij och Olivia Idström EkestolpeAdvisor: Björn CarlssonLevel: Bachelor thesis in Business administration, 15 credits, Spring 2013Keywords:Large companies in Sweden, environmental aspect, logistics planning, greenwash, green marketing, CSR and logistics.Question: How do large companies in Sweden prioritize the environmental aspect during logistics planning?Purpose: The purpose of this study is to explore if and how large companies in Sweden take the environmental aspect into account during logistics planning.Method: A qualitative research with an inductive approach. The study begins with an interview with a transport company and is followed by a cross-sectional study conducted via telephone interviews with 33 of Sweden’s largest employers.Theoretical framework: The study handles theories in green marketing, CSR, logistics and green logistics. Theories in green marketing helps to create an understanding of the benefits that green marketing can provide. Theories within CSR describe the elements that belong to the topic and what defines the concepts and the benefits that an explicit CSR can provide. The theories in logistics and green logistics provide a deeper understanding of how it can be managed and customized and its underlying motives. Empirical framework:The data has been gathered through one face to face and 33 interviews by telephone. Conclusion: The study shows that the majority of the largest employers in Sweden do not prioritize the environmental aspect over price, lead time and delivery service during the choice of a transport provider. Despite this the companies market themselves as very considerate of the environment and works to contribute to a sustainable development. Companies can consider the environment in some aspects but do not always live up to what they communicate through their marketing. Unconsciously or not, this is an embellishment that can lead to benefits.

The purpose of this study is to investigate and gain a better understanding of the consumer's point of view of visual sustainability communication with a primary focus on eco-labels on food products. The study will further look into if an environmentally conscious consumer has the ability to make sustainable choices with the guidance of food packaging information. The aim of this study was to answer the question through a questionnaire survey and in further in-depth interviews with comparative visual analysis material of food packaging: Does an environmentally conscious consumer have the ability to make sustainable choices with the support of food packaging information? Based on data collected from the survey and the interviews there are many pitfalls for the consumer when choosing sustainable products because of a number of heuristics that are taken into account. Price and brand still play a big role in purchasing decisions. However, this study showed that there is a desire to act more sustainably. It also showed that there is a need for a new perspective of sustainability and how it is presented on food products. Eco-labels are of great importance, but as for the conclusion: the consumer needs more information to know whether sustainability claims are true or not.

Greenwashing är ett komplext och oroande fenomen i fastighetsbranschen. Begreppet innebär att företag framställer sig som mer hållbara än de i själva verket är, vilket kan vilseleda konsumenter och investerare samt påverka konkurrensen på marknaden. Denna studie undersöker de bakomliggande orsakerna till att företag utövar greenwashing, drivkrafterna bakom det och hur regelverk kan påverka och minska förekomsten av greenwashing. Studien använder en kombination av litteraturstudier och kvalitativa metoder, inklusive intervjuer med olika aktörer i branschen. Intervjupersonerna utgörs av hållbarhetschefer på olika typer av bolag, revisorer, fondförvaltare och andra experter från branschens aktörer. Syftet med dessa intervjuer är att få en djupare förståelse för hur greenwashing uppfattas i branschen, samt hur det påverkar de olika aktörerna och vilka åtgärder som kan vidtas för att motverka det. Studien undersöker även relevanta vetenskapliga teorier som är tillämpbara, där institutionell teori, legitimitetsteori och signalteori används för att förklara de olika incitamenten som finns. Resultatet visar att greenwashing drivs av flera olika faktorer, bland annat önskan att förbättra företagets image och mer transparant tillgång till grön finansiering. Studien visar även på att det råder en brist på standardisering och tydliga definitioner av hållbarhet. Studien framhäver viktiga regelverk som EU:s taxonomi, Corporate Sustainability Reporting Directive (CSRD) och European Green Deal, vars syfte är att standardisera hållbarhetsrapportering och minska greenwashing. Det är tydligt att dessa regelverk bidrar till att minska greenwashing, men samtidigt kommer implementeringen att innebära utmaningar för företagen. Dessa utmaningar grundar sig i att företag behöver skifta resurser och tid för att tillämpa de satta kraven. Avslutningsvis förs diskussionen om hur greenwashing trenden kommer att utvecklas i framtiden samt vilka utmaningar som kan uppstå. Denna studie förväntas belysa vilka incitament företag har och hur regelverk kan bidra till att reducera greenwashing. Detta i syfte att hjälpa företag, investerare och allmänheten att ta mer medvetna beslut och på så sätt bidra till ett mer hållbart samhälle. / Greenwashing is a complex and concerning phenomenon in the real estate sector. It refers to companies portraying themselves as more sustainable than they are, which can mislead consumers and investors and affect the company's competitors. This study examines the underlying reasons why companies engage in greenwashing, the drivers behind it, and how regulations can influence and reduce the occurrence of greenwashing. The study uses a combination of literature reviews and qualitative methods, including interviews with various actors in the industry. The interviewees are sustainability managers of different types of companies, auditors, fund managers, and other experts from the industry. The purpose of these interviews is to gain a deeper understanding of how greenwashing is perceived in the industry, how it affects the various actors, and what measures can be taken to counteract it. The study also examines relevant scientific theories that are applicable, where institutional theory, legitimacy theory, and signaling theory are used to explain the different incentives that exist. The results show that greenwashing is driven by several factors, including the desire to improve the company's image and more transparent access to green financing. The study also shows that there is a lack of standardization and clear definitions of sustainability. The study highlights key regulatory frameworks such as the EU Taxonomy, the Corporate Sustainability Reporting Directive (CSRD) and the European Green Deal, which aim to standardize sustainability reporting and reduce greenwashing. While it is clear that these regulations are helping to reduce greenwashing, their implementation will pose challenges for companies in the initial phase. These challenges are based on the fact that companies need to shift resources and time to apply the set requirements. Finally, it is discussed how the greenwashing trend will develop in the future and what challenges may arise. This study is expected to shed light on what incentives companies have and how regulations can help reduce greenwashing. The aim is to help companies, investors and the public to make more informed decisions and thus contribute to a more sustainable society.

Abstract Background: During the last decades, environmental concerns have increased significantly, and companies have been forced to adapt their business to meet the demands of today’s consumers. Green marketing has become an effecting differentiating factor as well as a positive contributor for companies. Ecolabels operates as a tool to promote and inform consumers about the level of sustainability of the product, where the symbol will guarantee a certain criteria, feature, or quality. Ecolabel products enable consumers to make environmentally conscious decisions through their buying behaviour, thereby contributing to a more sustainable world. Purpose: The purpose of this report is to investigate how ecolabels influence change in buying behaviour and sustainability awareness. Furthermore, to provide information regarding the consumers' view on these products and how their attitude, behaviour and awareness is affected. Method: This reports data collection is conducted through three focus groups interviews with consumers as well as two personal interviews with store managers from one of Sweden's biggest food chains. Furthermore, this qualitative research uses an inductive approach. Starting with existing theories, followed by a thematic analysis where collected data has been analysed to lastly explore specific themes related to ecolabels. Conclusion: The individual’s knowledge around ecolabels is a barrier to embracing them, and the change in consumer buying behaviour seems to be depending on that factor. The findings suggest that consumers are in general unaware of the benefits and meaning of ecolabels, but eager to attain knowledge if more approachable. Consumers and stores together need to cooperate in increasing consciousness for ecolabels to play a bigger role in changing consumer buying behaviour to greener.

Thesis (MBA)--Stellenbosch University, 2011. / This case study explores why the strategic positioning of the wall-panel heater, manufactured by Econo-Heat, justifies a green marketing strategy. The primary research objective is to provide Econo-Heat with a coherent marketing strategy framework, based on the outcome of the strategic analysis of the competitive positioning of the wall-panel heater. The following factors form the context of the study: the impact companies have on the environment, the energy crisis and the rising “green economy” in South Africa, and the increased consumer awareness about lifestyle consequences for the environment. The wall-panel heater uses convection-heating technology to warm rooms and has unique selling properties, such as being energy efficient, economical, effective and safe. Other space-heating products found in South Africa do not encapsulate all these qualities in one product. A strategic analysis done of the company revealed that the current competitive positioning of the wall-panel heater is a best-cost strategy. However, based on a literature review, the strategic analysis of the company and an exploration of the small household appliance consumer profile, the study found that the current competitive positioning of the wall-panel heater could be augmented. The combination of factors revealed by this study could be interpreted as push-factors towards the implementation of an applicable green marketing strategy that could support the re-positioning of the wall-panel heater to a broad-differentiated competitive positioning. These factors are the unique selling properties of the wall-panel heater, the lean manufacturing principles of the company, the rising green economy in the country, the energy crisis and the slow recovery from the global financial crisis in South Africa, as well as the unique characteristics of the environmentally-focused consumer. The view is held that green marketing can mitigate mass consumption. The case study suggests a future marketing strategy framework that consists of three combined elements. First, the argument is made that the unique selling properties of the wall-panel heater in combination with the unique operations of the company, against the backdrop of external factors that influence companies and consumers (i.e. the rising green economy and the energy crisis), could be utilised to discover new market space. The concept of “lateral marketing” is suggested as a framework should the company position itself to differentiate along the green dimension. Secondly, the “green marketing strategy matrix” is suggested as a framework to establish the size and greenness of its consumer segment, as well as the ability to differentiate along the green dimension. Lastly, the suggestion is made that the marketing objective of the company (its greenness) can be measured through the application of a “green marketing grid” that leads to innovation and the challenging of consumer behaviour. The combination of these elements is thought to form a coherent green marketing framework that could in future place the product at a strategic and competitive advantage within the space-heating industry.

Argument med ethosappellerande kvaliteter i Oatlys reklam har identifierats och analyserats. Ett övervägande antal av dessa argument har visat sig stärka vad Wæraas och Ihlens skulle kalla för ett ”environmental ethos”. Samtliga strategier som kan användas för att bygga ett ”environmental ethos” återfinns i reklammaterialet. Oatly tonar kraftigt ner bilden av företaget som en del av den traditionella industrin, främst genom att mäta sig gentemot storföretag inom komjölksindustrin. Företaget kommunicerar och framställs mer som en miljö- rörelse eller organisation där miljöfrågan under alla omständigheter är högsta prioritet. Belägg för det ser vi i en jämförelse med tidigare forsking, jämförelsen ger indikationer på att havredrycksföretagets retoriska förhållningssätt och ethosbyggande liknar de icke vinstdrivande organisationernas. I Oatlys reklam står mjölkindustrin för miljöproblematiken, en motpart som det inte kompromissas med och som företaget projicerar och mäter sina argument emot. På så sätt skapar Oatly genom miljöargument en tydlig, och möjligen önskvärd, splittring i den tidigare solida och trogna målgruppen mjölkkonsumenter.

Thesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017 / The purpose of this research was to study the relationship between firm‟s commitment to green, green marketing capability, green relationship learning, green human resource investments and firm performance for electronics manufacturers in South Africa. Despite the increased focus on on green marketing, there has been little focus on research relating corporate commitment to green and how it relates to green marketing capabilities and firm performance. This study fills this research gap by proposing and testing hypotheses relating firm commitment to green, green marketing capability, green relationship learning, green human capital investment and a firm‟s performance. To answer the research questions, primary data for n=212 respondents covering a range in firm size, gender, race, and age for electronics manufacturers in South Africa was used to test the hypothesis relating corporate commitment to green, green marketing capability, and a firm‟sperformance. The structural equation modeling approach was used to test the model fit and hypothesis testing. The software SPSS 24 was used to analyse the descriptive statistics and AMOS 24 was used to test the research model. The results showed that firm commitment to green was a predictor of firm performance and green marketing capability, green relationship learning, and green human capital investments was found to be mediators in the relationship between firm commitment to green and firm performance. Indeed, the hypotheses stated in this study were found to be true. The main contribution of this study is showing how corporate governance commitment to green can enable firm performance (both marketing and financial) through mediating variables of green marketing capability, green relationship learning and green human capital investment. The study further shows that corporate commitment to green influences green corporate social investment positively. Key words: corporate commitment to green, green marketing capability, green relationship learning, green Human Capital Investment, Green CSI, firm performance / GR2018

Abstract Problem: Food consumption represents the largest contributor to climate change in Sweden, with activities that contribute to excess waste and greenhouse gas emissions. Although studies indicate positive attitudes towards green purchasing behavior among young Swedish consumers, inconsistency between green purchasing intent and actual behavior have been noticed.   Purpose: The purpose of this qualitative research paper was to understand and identify underlying enablers and inhibitor to green purchasing behavior amongst young Swedish adults. Furthermore, the authors sought to understand the inconsistency between purchasing intent and actual purchasing behavior, of young Swedish consumers.   Method: To answer the research question a qualitative research was conducted with a deductive approach. Focus groups with semi-open interview questions were used to collect empirical data. The target group for this research were young Swedish adults between the ages of 20-26.   Conclusion: This research identified knowledge as the main inhibitor and enhancer of green purchasing behavior, as well as other factors that can be traced back to the amount and accessibility of knowledge. It was also concluded that companies have failed in delivering their green marketing strategies, as young consumers display confusion and mistrust towards green products.