This Master’s thesis explores environmental corporate social responsibility (ECSR) in the alpine sport industry. A mixed methods case with a single alpine sport provider in Quebec was performed. The first study is a qualitative examination of how and why ECSR is employed and communicated. Results indicate ECSR is strategically motivated, and as such, the focal organization runs the risk of using several greenwashing techniques in communications that could jeopardize gaining competitive advantage. The second study quantitatively investigates alpine sport consumers’ environmental expectations, engagement with environmental products, and perceptions of the focal organization’s environmental reputation. The results show the focal organization’s customers do indeed have environmental expectations, but believe the focal organization’s environmental reputation remains neutral. The thesis supports arguments of corporate social responsibility (CSR) being strategically motivated and other findings of skiers having conflicting environmental values. Lastly, the thesis provides insight regarding greenwashing, a phenomenon that remains unexplored in sport management.

Syfte: Syftet med denna studie är att undersöka vilken inverkan grön marknadsföring har påkonsumenter i deras val av produkt gällande livsmedel. Genom att undersöka fem olika aspekter inomgrön marknadsföring ämnar studien att ge mer insikt i hur konsumenter kan påverkas i både positivoch negativ riktning. Detta för att utöka förståelsen inom ämnet, vilket i sin tur kan vara till hjälp förmarknadsförare inom livsmedelsindustrin. Frågeställning: Vilken inverkan har grön marknadsföring på konsumenters val avlivsmedelsprodukter? Metod: Studien är utformad med en deduktiv ansats där fem hypoteser inom fem olika kategorierinom grön marknadsföring tagits fram. Gemensamt för hypoteserna är att respondenternas attitydoch köpbeteenden gentemot de fem aspekterna undersöks. Det kan alltså sägas att attityd ochköpbeteende fungerar som beroende variabler och de fem kategorierna inom grön marknadsföringsom oberoende variabler. Insamlingen av data har skett genom ett fiktivt fältexperiment genomförtmed hjälp av scenarion i form av cases. Tre olika enkäter har skickats ut till författarnas nätverk, därsvaren i de tre grupperna har jämförts mot varandra för att se hur konsumenter påverkas annorlundaberoende hur kommunikationen är utformad. Data analyseras sedan med hjälp av att mäta sambandoch variationer i form av ANOVA-analys och regressionsanalys. Slutsats: Studien har lyckats fastställa 5 hypoteser, där 3 hypoteser kunnat bekräftas fullt ut medan 2hypoteser kunnat bekräftas till viss del. Till att börja med har det bevisats att miljömärkningar har enpositiv effekt på konsumenter, oavsett om de känner igen miljömärkningen eller inte. Däremot synsen stor risk kopplad till att nyttja icke genuina miljömärkningar, vilket med hjälp av den starkaspridningskraft som finns med word of mouth kan skada ett varumärkes legitimitet. På samma sättkan även positiva budskap stärka ett varumärke, dels genom word of mouth, men även genom attanvända sig av så kallade influencers där det påvisas att dennes miljökoppling är av stor vikt för attstärka trovärdigheten. Till sist konstateras det även att konsumentens engagemang till att konsumeramiljövänligt spelar stor roll för hur de påverkas av emotionella och rationellamarknadsföringsbudskap, där högt miljöengagerade konsumenter tenderar att påverkas i hög grad avrationella budskap, medan lågt miljöengagerade konsumenter saknar motivation för att bearbetarationella budskap. Istället kan kombinerade budskap användas väl för större populationer där gradenav miljöengagemang varierar.

The environmental debate is one of the most discussed topics today. The textile industry is one of the most polluting industries in the world. Nowadays, there are many different sustainably certified garments on the market. As a consumer, it can be challenging to understand what is behind the different certifications, which ones are trustworthy and what they stand for, and how reliability can be ensured. Many consumers are aware and want to be green, but their final actions are not always green. People do not trust the fashion industry; they are skeptical and claim that there are many greenwashing intentions among fashion companies. This study aimed to analyze the reasons why consumers chose to include or exclude sustainable material when buying clothes.  To answer our purpose, we chose to ask the following questions:  How crucial are environmentally friendly attitudes when it comes to sustainable clothing purchases?  What are the main reasons and external influences for people to think green and buy or not buy green?  People aware of the environmental debate chose not to contribute to sustainability. Instead of choosing a sustainable garment over a non-sustainable item, they put other factors first. These customers mistrust the textile industry. Therefore, sustainable factors have a low impact on their decision to buy a piece of clothing. A qualitative study was made based on semi-structured interviews with people aware of the sustainability debate. We can draw from this study that due to the people's lack of trust; the environmental aspects are set aside. Instead, the willingness to pay plays a more significant role in the final buying decision. We believe that our research provides a new angle to understanding today's consumer behavior as a whole and explains why there is a gap between people's environmental awareness and their buying behaviors and what could be done to address it.

The topic of ecology has resonated more and more in society in recent years, and the concept of sustainability in many forms is an integral part of this. Companies set out to fight for a green future with their product offerings and marketing strategies. But greenwashing practices can often be part of this company communication and the product or a brand could look more ecological than it is and the truth about the impact on the environment often remains hidden. Although the practices are considered misleading advertising, which is regulated by the state, in practice we may still find about half of the products that do not provide sufficient information to assess the accuracy of the claim. The aim of this work is to reflect on the issue of greenwashing and map the awareness of this phenomenon in Czech society with a closer focus on the young generation because it was the young generation that has been the focus of attention in connection with the Fridays For Future movement in recent years. The work is divided into theoretical, methodological, and research parts. In the research part is using quantitative research, the hypothesis is examined according to which the young generation is more ecological, and thus their awareness of greenwashing is greater. Research has shown that awareness of...

The thesis deals with selected global problems and their inclusion in civic education with a focus on the topic of fast fashion. The theoretical part presents the phenomenon of fast fashion and its negative impacts on the environment and human health, approaches issues in the world of work and violations of human rights and freedoms. These global issues are considered in the context of educational areas, cross-cutting themes and also as part of the global education. The second part of the work is a concept of a didactic project of lessons with the theme of fast fashion inspired by the educational program of the ARPOK organization. The aim of the work is to increase awareness of the issues arising from fast fashion and the realization that the individual can influence the world by their actions and vice versa, how the current world affects the life of the individual. KEYWORDS fast fashion, slow fashion, greenwashing, environment, decent wages

The purpose of this study is to clarify university students’, between the ages of 18 and 25 years, awareness of and attitudes towards greenwashing in advertising as well as understand a potential connection between their awareness and attitudes and their perceived environmental engagement. One quantitative method and one qualitative method were used to collect data; an online survey with 148 respondents was conducted, and three separate focus group interviews were held and later transcribed and analyzed through a qualitative text analysis. Two theoretical frameworks were used: Stuart Hall’s encoding/decoding model to process audience reception and Corporate Social Responsibility (CSR) to process the topic of greenwashing. The results of the study showed that the students’ awareness of greenwashing was high and that their attitudes were almost exclusively negative towards it. The students’ awareness of greenwashing was shown to possibly affect their decoding of advertisements, as they tended to have more positive attitudes towards advertisements in which they judged greenwashing to not be very prominent. The students’ perceived environmental engagement could be linked to their awareness of greenwashing but no clear connection between their perceived environmental engagement and their attitudes towards greenwashing could be found. Our conclusion states that greenwashing may become an increasingly ineffective advertising strategy in the future, as current students, who have the ability to see through and not be deceived by greenwashing, will be in decision-making positions within a couple of decades and may demand stricter regulations.

This paper analyzes sustainable investments of Swedish mutual funds. Morningstar’s CarbonRisk Score (CRS) - funds exposure to a future of low-carbon economy - is analysed in termsof returns, management fees and flows. The CRS measure was introduced March 2018 with ahistorical series from March 2017, without the market being aware. Analysing CRS before theintroduction is therefore greenwashing-bias free. An empirical approach with regressions findthat there is a payoff between return and alignment with a low-carbon economy future, CRS.A 1% increased abnormal return causes a 0.13 standard deviations higher CRS. Regressionsalso find no relationship between management fee and CRS. A correlation between flow andCRS is found but no causality. The shown payoff between return and CRS implies that fundswhich are well-performing are less sustainable. Fund managers maximising their returnthereby lead to unsustainable investments. To handle this, a policy of tax relief or subsidyshould be implemented for investing sustainable. The tax relief or subsidy should beproportional to the increased return renounced when investing sustainable.

Context:Over the years, India has evolved as a leading powerhouse of economic growthbut belongs to the nations that are most significantly affected by anthropogenicenviron-mental changes. As part of the Paris Agreement, India has formulated a national climate agenda, but a large gapprevalentin the green financialmarket as well as other deficien-cies in the general bondmarket and the underlying infrastructure restrain the country from attaining those goals. Purpose:Earlier scholarly works, and green bond reports, in particular, have foreground the number of green bond issuances in India but do not take a critical look at the stagnat-ing development of the market and have not scrutinised the market and its actors in the context of scientific frames of reference yet. Thus, this thesis aims to identify the chal-lenges India faces in scaling the green financial market up while taking the demands and potential contributions of stakeholder groups into consideration. Methodology:This thesis is grounded in the author’s assumptions of interpretivism and subjectivity. Following these initial considerations, an inductive approach was followed, and a qualitative study was conducted, mainly based on a literature review in areas like sustainable finance,green financialmarkets and theirparticipantsas well asgreen debt securities and the associated issuers, investors, costsandverificationmethodsin India. Findings:The main challenges India faces in developing the green financial market fur-ther are the missing transparency provoked by the fragmentary green bond regulation as to disclosure and verification requirements as well as illiquidity caused by a small number of and little environmental awareness among investors. The market relies heavily on the banking sector and green investment projects are slanted towards renewable energy and energy efficiency projects. Moreover, green debt securities lack clear pricing advantages compared to conventional bonds but bear risks for greenwashing activities. Research Limitations:This thesis was not able to bridge the research gap on challenges for scaling India’s sustainable financial market up. The examination was further initiated by the author’s experiences with the topicand is based on an interpretive approach, thus, argumentations and findingsmight be value-laden. The small sample size of interviews taken and the limited information on greenwashing within financial activities might have not deliveredfull insightsinto the research topic

Capital markets have changed profoundly since green bonds were first introduced in 2013 as a way of financing programs benefiting social and environmental sustainability. The purpose of this study is to investigate whether green bond issues are related to value creation as compared with conventional bond issues, and how the relative size of a bond issue may impact this relationship. Using bonds issued on Nasdaq Stockholm from 2014 to 2020, our study finds no significant abnormal returns for green bonds, the benchmark of conventional bonds nor the comparison of the means. Further, we could not find an interaction effect between the relative issue size and the green bond. Hence, this study finds no indication that green bonds create value. However, we show that relative size has a positive and significant regression coefficient in all models, meaning that the ​larger the relative size of a bond issue, the more the stock price is expected to increase.

Abstract Background   The furniture industry is depending on natural resources, which are threatened by both consumption and climate change. Therefore, companies need to understand their responsibility for sustainable development and preserving the resources to operate in the future. Moreover, the consumption behaviour within the furniture industry has changed drastically over the last decade. For this reason, companies could utilize ‘Green Marketing’ as a marketing tool to promote and provide consumers with the environmental benefits of products and services. However, companies need to be careful since they are at risk of being accused of greenwashing and lose consumer trust.   Purpose                      To examine how furniture companies in Sweden are using green marketing to make an impact on consumer behaviour. The research seeks to create a deeper understanding of how furniture companies are attempting to influence consumers towards a sustainable behaviour.   Method A qualitative approach was implemented by conducting five semi-structured interviews with marketing managers at furniture companies in Sweden.   Conclusion The authors have found that furniture companies aim to influence consumers towards making more sustainable choices. Furthermore, the respondents aimed to do this by applying sustainable marketing practices with an environmental focus. However, considering the theory of green marketing provided in this study, it is possible to confirm that the companies’ sustainable marketing practices cannot be defined as green marketing.