The purpose of this study is to investigate how Max Burgers construct themselves as an environmentally friendly company through their video advertisements. Additionally the purpose is to investigate how young, loyal customers can perceive Max’s attempt to portray  themselves as an environmentally friendly company, in the fast food industry through their advertisements. The two research questions are as follows: 1)   How does Max construct their advertisements in the campaign “Climate Positive Burgers”? 2)   How do Max’s young, loyal customers perceive Max’s video advertisements in the campaign “Climate Positive Burgers”?   The chosen theoretical framework incorporated into the study are Stuart Hall’s theory of Encoding/Decoding and Kenneth Burke’s theory of identification.  Data has been collected through an online survey, individual online semi-strucuted interviews and multimodal analysis. The study found that the way Max constructs their video advertisements can vary. With one video being constructed around being relatable and embracing humor, while the other was constructed on seriousness and artistic elements. In addition to this, it was found that all three types of readings according to Hall’s theory were perceived by the loyal customers interviewed. However, oppositional and dominant readings were more frequent. Finally, it was concluded that idealistic identification is present in consumers, due to loyal customers sharing some of the same values that Max are communicating in the video advertisements.

Problem: I takt med högre politiska målsättningar kring klimat- och miljöfrågor samt ökade krav från samhället tvingas allt fler företag att ställa om sin verksamhet till att bli mer miljövänlig. Detta kan förklaras med institutionell teori och legitimitetsteori. För att genomföra den gröna omställningen på ett konkurrenskraftigt sätt krävs innovativa entreprenörer som skapar nya metoder, processer och rutiner. Ett led i detta är att utveckla och förnya kapitalanskaffningsmetoder för finansiering av den gröna omställningen. Det finns sparsamt med studier som beskriver en nyskapande process i en etablerad verk-samhet utifrån ett perspektiv av institutionellt entreprenörskap. Syfte: Syftet med denna studie är att beskriva och analysera utfärdandet av gröna obligationer som finansieringsmetod, som en nyskapande process i en etablerad organisation. Metod: Detta görs genom en fallstudie på LKAB som var först i världen i sin bransch att emittera gröna obligationer i syfte att finansiera en grön omställning. Empirin inhämtas genom intervjuer med de centrala aktörerna i processen. Resultat: Resultatet besvarar frågan om huruvida organisationer eller aktörer kan förnya sig och vara innovativa om deras handlingar bestäms och begränsas av den institutionella miljön som de vill förändra, samt om denna process är institutionellt entreprenörskap.  Resultatet beskriver processens olika steg och identifierar viktiga händelser, svårigheter och lärdomar i och av processen att emittera gröna obligationer. Slutsatser: Slutsatserna visar att en process att emittera gröna obligationer kräver resurser i termer av tid och kompetens. Det är avgörande med ett välfungerande tvärfunktionellt samarbete och vikten av att känna sin egen verksamhet samt kommunikativ förmåga betonas. Lärdomar från processen är att ett lyckat resultat underlättas av ett bra case och ett starkt internt stöd. Externt tryck från politik och samhälle skapar legitimitet och trovärdighet i processen. / Problem: In step with higher political goals regarding climate and environmental issues and increased demands from society, more and more companies are forced to change their operations to become more environmentally friendly. This can be explained by institutional theory and legitimacy theory. Implementing the green transition in a competitive way requires innovative entrepreneurs who create new methods, processes and routines. One part of this is to develop and renew capital raising methods for financing the green transition. There are few studies that describe an innovative process in an established business from a perspective of institutional entrepreneurship. Aim: The aim of this study is to describe and analyse the issuance of green bonds as a financing method, as an innovative process in an established organization. Method: This is done through a case study at LKAB, which was the first in the world in its industry to issue green bonds in order to finance a green transition. The empirical data is obtained through interviews with the key actors in the process. Results: The result answers the question of whether organizations or actors can innovate and be innovative if their actions are determined and limited by the institutional environment they want to change, and whether this process is institutional entrepreneurship. The result describes the various steps in the process and identify important events, difficulties and lessons learned in and of the process of issuing green bonds. Conclusions: The conclusions show, among other things, that a process of issuing green bonds requires resources in terms of time and expertise. It is crucial to have a well-functioning cross-functional collaboration and the importance of knowing one's own business and communicative ability is emphasized. Lessons from the process are that a successful result is facilitated by a good case and strong internal support. External pressure from politics and society creates legitimacy and credibility in the process.

Background: Consumers are today valuing sustaible brands and products, and green advertising has become an important part of marketing. Sometimes brand do not live up to their green claims and perform what is known as greenwashing. Prior research has concluded that the act of greenwashing hurts consumers' attitude towards brands and this research further explores the effect of greenwashing on attitude formation. Purpose: The purpose of this paper is to explore how greenwashing affects consumers' attitude formation towards brands.  Methodology: For this research, a qualitative research approach with an exploratory nature was used. When gathering the empirical data, semi-structured interviews were conducted. The questions were designed to be open-ended in order to gain in-depth information. Before conducting the interviews, a pilot test through two semi-structured interviews was conducted in order to identify if there were any questions that could be improved. For the main study, seven semi-structured interviews were conducted with participants within generation Z, both men and women.  Findings: The key findings is that greenwashing only has a short-term effect on attitude formation which resulted in consumers avoiding the accused brand. The participants' attitude formation changed from the experiential hierarchy to the standard learning hierarchy when greenwashing was discovered.  Conclusion: Cognition had the largest impact on attitude formation as greenwashing was discovered, since it created negative feelings towards the brand. However, the acccusations were seen to be easily forgotten and consumers would go back to old behaviour (experiential hierarchy) in the long-term.

Greenwashing is a frequent issue within the FMCG industry, such as vague ecological claims and misleading communication. When a brand is accused of greenwashing it is important to understand how to manage this transgression, since both forgiveness and loyalty are concepts that are affected. Therefore, the purpose of this thesis was to investigate how brand forgiveness influences brand loyalty, within the FMCG industry, with the aim of contributing to limited research in this area. Ten interviews were conducted with loyal customers to examine how they felt and experienced two brands after perceived transgressions. The critical incident technique was used during the interviews to remind the customers of the transgressions and obtain a comprehensive view of their narratives. The results indicated that the lack of repair efforts influenced the customers to perceive the brands as dishonest and untrustworthy, which affected their unwillingness to forgive and damaged their trust. Based on the customer's perceptions and feelings regarding the brands and the specific transgressions, brand forgiveness and loyalty were influenced differently. In addition, the customer places high importance on the product quality and their relationship with the brand and would rather stay with the brand instead of switching to another if the quality and/or the relationship is strong.

Problemformulering och syfte: Med den nuvarande konsumtionstakten av konsumenter i dagens samhälle påverkas jorden och klimatet, därmed måste produktföretag ta ett miljömässigt samhällsansvar så kunder kan konsumera hållbart inom planetens gränser. Syftet med denna studie är därför att undersöka och analysera hur IKEA Sverige kommunicerar sina miljömässiga CSR-initiativ. Studien undersöker hur IKEA som produktföretag balanserar deras vinstdrivande kärnverksamhet med att inte bidra till dagens överkonsumtion. Metod och material: I studien används en kvalitativ innehållsanalys med specifikt dataanalys som analysmetod. Materialet består av texter från IKEA:s hållbarhetsrapport och pressmeddelanden från 2020. Huvudresultat: Resultatet visar att IKEA:s CSR-kommunikation till stor del består av envägskommunikation, med inslag av interaktion mellan företaget och konsumenter i olika miljömässiga initiativ. Resultatet visar även på att IKEA:s miljömässiga kommunikation kopplat till företagets CSR-initiativ, fokuserar till stor del på att påverka och förändra konsumenternas konsumtion i en mer hållbar riktning.

Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

Följande studie ämnar undersöka hur Rodja Pazooki kommunicerar om konsumtion respektive hållbarhet för att urskilja vilka diskurser som skapas och om det finns en motsättning i kommunikationen. Studien kommer att undersöka på vilket sätt Rodja Pazooki uppmuntrar till konsumtion samtidigt som hon uppmuntrar till hållbarhet. Studiens relevans ligger i bakgrunden av dagens klimatförändringar och Sveriges aktuella överkonsumtion. Metoden somanvänds är kritisk diskursanalys följt av Faircloughs tredimensionella modell för att analysera texter, diskurser och dess sociala konsekvenser. Därefter analyseras resultatet utifrån Baumansteori om konsumtionssamhället, Marcuses teori om falska behov, Goffmans dramaturgiska perspektiv och fenomenet greenwashing. Pazookis kommunikation visar att hon vill vara en medveten konsument, som uppmuntrar sina följare på Instagram att leva hållbart. Hennes kommunikation bidrar till att skapa nya miljövänliga normer. Pazooki informerar om hur människan kan bli mer medveten om sin delaktighet i miljöförstöringen. Vad som dock går att problematisera med Pazookis kommunikation är trots hennes miljövänliga uppmuntran, finns en fortsatt uppmuntran till konsumtion. I utgångspunkt i konsumtionssamhället blir det tydligt att Pazooki lever under konsumismens regler. Greenwashing kan urskiljas i Pazookiskommunikation men i slutsatsen anser jag inte att greenwashing förekommer på Pazookis Instagram i det stora hela.

As the public becomes more aware of environmental issues, corporations are pressed to consider and address the sustainability of their practices. Unwilling to drastically change business models, many corporations turn to greenwashing in an attempt to construct an environmentally friendly image while doing little to nothing to address sustainability issues. Using Kenneth Burke's work on identification and terministic screens, I analyze The Coca-Cola Company's "2020 World Without Waste Report" to illuminate how consumers come to believe in and identify with corporate greenwashing tactics. In line with Burke's theories related to identification, I argue that Coca-Cola's greenwashing strategies can be categorized into three main tactics: establishing common ground, creating antithesis against a shared enemy, and subtly invoking a sense of transcendence. Through my analysis, I also expand Burke's notion of transcendence and propose that established ethos and intertextuality can foster identification. By understanding how these rhetorical strategies operate within corporate texts, consumers can be more aware of greenwashing and hold corporations more accountable.

The fashion industry's enormous environmental impact has received a lot of attention, but despite this it continues to grow, partly due to the emergence of the fast fashion segment. This fashion segment mass produces cheap, poor quality, disposable clothing at a high speed with major environmental and social impact. Due to an increased consumer awareness of sustainability most companies communicate their corporate social responsibility (CSR) to legitimize their business. The purpose of this essay is to study what linguistic and semiotic elements that the fast fashion companies H&M and NA-KD use to frame the sustainability discourse. The theoretical framework includes theories of CSR, Fairclough's perspective on critical discourse analysis (CDA) and Barthes's take on semiology. Fairclough's CDA and Barthes’s semiology were applied to the study methodologically as well. The analysis showed that the communication is perceived to be used primarily for the purpose of creating increased sales by building an attractive green(washed) image, and secondarily acting as a reporting of actual sustainability work. The two companies generally had a low interdiscursivity, which revealed the discursive practice’s aim to reproduce the prevailing discors order. In conclusion, the study shows that above all, the companies aim to maintain the hegemonic structures that shape the industry’s ideology and continue to capitalize on the commercial system Keywords: Fast Fashion, Corporate Social Responsibility, Greenwashing, Critical Discourse Analysis, Semiotic Analysis.

Den här uppsatsen syftar till att undersöka hur trovärdighet i reklam skapas genom vilka val som görs när det kommer till narratologiska och filmtekniska komponenter. Genom en kritisk retorikanalys med stöd av narratologi och filmteknisk teori, granskas reklamfilmen ​Gunde Svan och sjungande grenar som drivmedelsbolaget Preem gav ut hösten 2019. I analysen framkommer det att Preem bygger sin trovärdighet i frågan på ethos- och pathosargumentation, där Gunde Svan och de sjungande grenarna spelar en stark roll i det narratologiska, med hjälp av filmtekniska aspekter som iscensättning, ljud och ljus.Sökord: Grön marknadsföring, Greenwashing, Kritisk retorikanalys, Trovärdighet i reklam, Burkes pentad, Filmtekniska komponenter. / This paper aims to investigate how credibility in advertising is created through what choices are made when it comes to narratological and film-technical components. Through a critical rhetorical analysis supported by narratology and cinematic theory, the commercial ​Gunde Svan och sjungande grenar, ​issued by the fuel company Preem in the fall 2019 is examined. The analysis reveals that Preem builds its credibility on the issue on ethos and pathos reasoning, where Gunde Svan and the branches play strong roles in the narratological, with the help of film-technical aspects such as staging, sound and light.Keywords: Green marketing, Greenwashing, Critical rhetorical analysis, Credibility in advertising, Burke’s Pentad, Film style