O presente trabalho tem como objetivo desenvolver modelos de tabelas informativas contendo atributos de desempenho técnico e ambiental de produtos da construção civil para os produtos forro de lã de vidro e impermeabilização de coberturas planas. Foram estudadas as normas para Declaração Ambiental (normas ISO 14.000) e um levantamento dos requisitos que demandam atributos específicos para materiais de construção e que constam nos sistemas de certificação ambiental de edifícios LEED BD+C 2009, AQUA Residencial e norma de desempenho NBR 15.575: 2013 - Parte 1. A pesquisa foi desenvolvida com a participação de agentes do meio produtivo, articulando as demandas de projetistas e dos segmentos industriais dos produtos supracitados. Foram selecionados atributos que influenciam a qualidade ambiental do edifício: toxicidade; conteúdo de compostos orgânicos voláteis; presença de substâncias carcinogênicas; porcentagem na composição e tipo de conteúdo reciclado; descarte do produto e da embalagem; certificações do produto e do fabricante. Atributos que influenciam o desempenho técnico do material quanto à segurança, funcionalidade e durabilidade foram selecionados para cada tipologia de produto: reação ao fogo; propriedades que afetam a estanqueidade, manutenção, o desempenho térmico e acústico; prazos de garantia e durabilidade. A combinação desses atributos permite, desde as fases iniciais do processo de projeto, exercício de análise e interpretação dos dados para a especificação de materiais adequados às necessidades do edifício e seus usuários. O modelo apresentado, denominado Tabela Ambiental, favorece a informação dinâmica aos envolvidos da cadeia construtiva, evoluindo juntamente com o conhecimento do mercado sobre o tema e suas inovações tecnológicas. A Tabela Ambiental apresenta uma proposta de comunicação simplificada e, por meio da referência de comprovação, incentiva a especificação consciente e responsável, podendo incrementar a educação ambiental e direcionar o mercado da construção civil a novos rumos na sustentabilidade. / The present paper aims to develop models of informative tables containing attributes of technical and environmental performance of civil construction products for glass wool ceiling and flat roofs waterproofing. Standards were studied for Environmental Declaration (ISO 14000 standards) and a survey of requirements which demand specific attributes for building materials in the environmental certification systems for buildings LEED BD + C 2009, AQUA Residential and performance standard NBR 15.575: 2013 - Part 1. The research was developed with productive agents articulating the demands of designers and industrial segments of the mentioned products. Attributes which influence on building environmental quality were selected: content and type of recycled; packaging and product disposal; maker and product certifications. Attributes that influence the environmental quality of the building were selected: toxicity; content of volatile organic compounds; presence of carcinogenic substances; percentage in the composition and type of recycled content; disposal of product and packaging; certifications of the product and the manufacturer. Attributes that influence the technical performance of the equipment for safety, functionality and durability were selected for each type of product: reaction to fire; properties that affect the tightness, maintenance, thermal and acoustic performance; warranty terms and durability. The combination of these attributes allow, from the early stages of the design process, exercise of analysis and data interpretation for specifying suitable materials to the building needs and its users. The model presented, called as Environmental Table, favors to the dynamics involved in constructive chain information, progressing with the market knowledge about the subject and its technological innovations. The Environmental Table presents a simplified communication proposal and through reference encourages responsible and conscious specification, it can increase environmental education and direct the civil construction market to new ways in sustainability.

O presente trabalho tem como objetivo desenvolver modelos de tabelas informativas contendo atributos de desempenho técnico e ambiental de produtos da construção civil para os produtos forro de lã de vidro e impermeabilização de coberturas planas. Foram estudadas as normas para Declaração Ambiental (normas ISO 14.000) e um levantamento dos requisitos que demandam atributos específicos para materiais de construção e que constam nos sistemas de certificação ambiental de edifícios LEED BD+C 2009, AQUA Residencial e norma de desempenho NBR 15.575: 2013 - Parte 1. A pesquisa foi desenvolvida com a participação de agentes do meio produtivo, articulando as demandas de projetistas e dos segmentos industriais dos produtos supracitados. Foram selecionados atributos que influenciam a qualidade ambiental do edifício: toxicidade; conteúdo de compostos orgânicos voláteis; presença de substâncias carcinogênicas; porcentagem na composição e tipo de conteúdo reciclado; descarte do produto e da embalagem; certificações do produto e do fabricante. Atributos que influenciam o desempenho técnico do material quanto à segurança, funcionalidade e durabilidade foram selecionados para cada tipologia de produto: reação ao fogo; propriedades que afetam a estanqueidade, manutenção, o desempenho térmico e acústico; prazos de garantia e durabilidade. A combinação desses atributos permite, desde as fases iniciais do processo de projeto, exercício de análise e interpretação dos dados para a especificação de materiais adequados às necessidades do edifício e seus usuários. O modelo apresentado, denominado Tabela Ambiental, favorece a informação dinâmica aos envolvidos da cadeia construtiva, evoluindo juntamente com o conhecimento do mercado sobre o tema e suas inovações tecnológicas. A Tabela Ambiental apresenta uma proposta de comunicação simplificada e, por meio da referência de comprovação, incentiva a especificação consciente e responsável, podendo incrementar a educação ambiental e direcionar o mercado da construção civil a novos rumos na sustentabilidade. / The present paper aims to develop models of informative tables containing attributes of technical and environmental performance of civil construction products for glass wool ceiling and flat roofs waterproofing. Standards were studied for Environmental Declaration (ISO 14000 standards) and a survey of requirements which demand specific attributes for building materials in the environmental certification systems for buildings LEED BD + C 2009, AQUA Residential and performance standard NBR 15.575: 2013 - Part 1. The research was developed with productive agents articulating the demands of designers and industrial segments of the mentioned products. Attributes which influence on building environmental quality were selected: content and type of recycled; packaging and product disposal; maker and product certifications. Attributes that influence the environmental quality of the building were selected: toxicity; content of volatile organic compounds; presence of carcinogenic substances; percentage in the composition and type of recycled content; disposal of product and packaging; certifications of the product and the manufacturer. Attributes that influence the technical performance of the equipment for safety, functionality and durability were selected for each type of product: reaction to fire; properties that affect the tightness, maintenance, thermal and acoustic performance; warranty terms and durability. The combination of these attributes allow, from the early stages of the design process, exercise of analysis and data interpretation for specifying suitable materials to the building needs and its users. The model presented, called as Environmental Table, favors to the dynamics involved in constructive chain information, progressing with the market knowledge about the subject and its technological innovations. The Environmental Table presents a simplified communication proposal and through reference encourages responsible and conscious specification, it can increase environmental education and direct the civil construction market to new ways in sustainability.

Este estudo realizou um exame crítico sobre os relatórios de sustentabilidade, com base na Global Reporting Initiative (GRI), elaborados pelas empresas do setor de geração de energia elétrica por hidroeletricidade no Brasil e avaliou a significância destes documentos em prestar informações claras sobre a eficácia do desempenho socioambiental. Os estudos acadêmicos relacionados com os relatórios de sustentabilidade, e especificamente com os relatórios da GRI, demonstram que há problemas na qualidade da informação com relação à completeza, padronização e credibilidade do conteúdo, porém sem aprofundar nas causas potenciais. Trata-se de um estudo com abordagem quali-quantitativa, com o emprego de pesquisa do tipo descritiva e a utilização de procedimentos bibliográfico e documental, por meio de análise de conteúdo. A quantificação das evidências foi desenvolvida com base nas informações contidas nos relatórios de sustentabilidade das empresas CPFL, EDP e Tractebel, que possuíam o nível mais alto de aplicação da GRI, associadas com as informações de seus desempenhos socioambientais disponíveis por outras fontes de consulta independentes. Os resultados da análise de conteúdo dos relatórios de sustentabilidade demonstraram que nenhuma das empresas atingiu o atendimento pleno de evidência da informação solicitada nas Unidades de Informação avaliadas. Esta constatação indica que todas as empresas avaliadas apresentaram falhas na validação das informações antes do início da elaboração propriamente dita do relatório, como determina a etapa de validação da GRI, sugerindo que os testes disponíveis nos princípios da GRI, provavelmente, não foram empregados ou foram adotados sem eficácia, afetando a qualidade da informação com relação à completeza e credibilidade do conteúdo. Questões que merecem ser aprofundadas em futuros trabalhos são: a influência dos limites da auditoria independente no resultado da verificação do relatório e a extensão da pesquisa de análise de conteúdo para outros setores industriais formados por grandes empresas e com elevado impacto ambiental potencial. O estudo contribui para o aumento de conhecimento sobre o tema, em destaque na atualidade, seja pelos esforços de normalização mundial do relatório de sustentabilidade GRI, e, principalmente, com a recomendação para o fomento destes relatórios incluída no documento final The Future We Want- O Futuro que Queremos da Conferência das Nações Unidas sobre Desenvolvimento Sustentável (Rio+20), no parágrafo 47, com potencial regulamentação brasileira compulsória dos mesmos. / This study undertook a critical examination on the sustainability reports, based on the Global Reporting Initiative (GRI), prepared by companies in the sector of electric power generation by hydropower in Brazil and assessed the significance of these documents provide clear information on the effectiveness of the social and environmental performance. Academic studies relating to sustainability reports, and specifically with the GRI reports, show that there are problems in the quality of information regarding the completeness, standardization and credibility of the content, but without deepening the potential causes. This is a study with qualiquantitative approach, with the use of descriptive research and use of bibliographic and documentary procedures, through content analysis. The quantification of the evidence was developed on the basis of the information contained in the sustainability reports of CPFL, EDP and Tractebel, which had the highest level of application of GRI, associated with the socio-environmental performance information available in other independent reference sources. The results of the content analysis of sustainability reports have shown that none of the companies has reached the full service of evidence of information requested in the Information evaluated. This finding indicates that all companies assessed failed validation of the information before the start of the preparation of the report itself, as determines the validation step of GRI, suggesting that the tests available in the GRI principles probably were not employed or have been adopted without effectiveness, affecting the quality of information regarding the completeness and credibility of the content. Issues that deserve to be deepened in futures studies are: the influence of the limits of independent audit on the result of the verification of the report and the extent of content analysis research for others industrial sectors formed by large companies with potential high environmental impact. The study contributes to the increase of knowledge on the subject, highlighted today, either by the world standardization efforts of GRI sustainability report, and, mainly, with the recommendation for the promotion of these reports included in the final document "The Future We Want" of the United Nations Conference on Sustainable Development (Rio + 20), paragraph 47, with potential brazilian regulations compulsory.

Titel: Miljömässig marknadsföring och dess påverkan på Word of Mouth – Skillnaden mellan marknadsföringsstrategierna greenwashing, vocal green, silent brown och silent green. Nivå: C-uppsats i ämnet företagsekonomi. Författare: Adam Lindh & Cecilia Persson. Handledare: Jonas Kågström. Datum: 2018 - Maj. Syfte: Syftet med denna studie är att analysera hur miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organisationstypologi. Metod: Ett kvasi-experiment utfördes där fyra marknadsföringsstrategier utvecklades för en fiktiv produkt utifrån Delmas och Burbanos organisationstypologi. Fyra jämförelsegrupper användes för att testa dessa marknadsföringsstrategier. En enkät för respektive strategi skapades där respondenterna presenterades med produktinformation och utvärdering av den fiktiva produkten, följt av ett antal frågor. Det totala antalet deltagare uppgick till 140 stycken fördelat över de fyra enkätgrupperna. Resultat & Analys: Resultat klargör skillnader gällande WoM inom Delmas och Burbanos organisationstypologi. Silent green- och vocal green-grupperna genererar högre WoM jämfört med greenwashing- och silent brown-grupperna. Resultaten påvisar också skillnader mellan WoM och miljömässig WoM. Dessa effekter förmedlas via upplevd miljömässig prestanda. Uppsatsen bidrag: Studien demonstrerar att miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organiastionstypologi. En definition av miljömässig prestanda har utvecklats, någonting som saknats i tidigare studier. Vidare forskning: Studien påvisar skillnader mellan WoM och miljömässig WoM bör orsaken till detta undersökas vidare. Delmas och Burbanos organisationstypologi kan studeras ur ett makroperspektiv med verkliga organisationer. Ytterligare bör effekten av lagstiftning och sanktioner gällande greenwashing studeras. Nyckelord: Organisationstypologi, greenwashing, vocal green, silent brown, silent green, word of mouth. / Title: The influence of green marketing on Word of Mouth – The difference among the marketing strategies greenwashing, vocal green, silent brown and silent green. Author: Adam Lindh & Cecilia Persson. Supervisor: Jonas Kågström. Date: 2018 - Maj. Aim: The purpose of this paper is to analyze the influence of green marketing on consumers WoM by Delmas and Burbano’s organization typology. Method: A quasi-experiment was conducted. Four marketing strategies were developed for a fictitious product by Delmas and Burbano’s organization typology. Four comparison groups were used to test these marketing strategies against each other. A questionnaire was created for each strategy where the participants were presented with product information and product review of the fictitious product. The total number of participants amounted to 140 people distributed among the four groups. Result & Analysis: The results confirm that there are differences among Delmas and Burbano’s organization typology regarding WoM. The silent green- and vocal green groups generates higher WoM compared to the greenwashing- and silent brown groups. The results also display a difference between WoM and green WoM. This effect is mediated by perceived environmental performance. Contribution of the thesis: This study displays how green marketing affects consumers WoM by Delmas and Burbano’s organization typology. A definition of the concept environmental performance has been developed, something that was missing in previous research. Suggestions for future research: Since this study displays differences between WoM and green WoM, the cause of this phenomenon should be investigated. A macro perspective canbe applied to Delmas and Burbano’s organization typology which investigates real life organizations. Furthermore, the effects of legislations and sanctions on greenwashing should be a subject for further research. Keywords: Organization typology, greenwashing, vocal green, silent brown, silent green, word of mouth.

Este estudo realizou um exame crítico sobre os relatórios de sustentabilidade, com base na Global Reporting Initiative (GRI), elaborados pelas empresas do setor de geração de energia elétrica por hidroeletricidade no Brasil e avaliou a significância destes documentos em prestar informações claras sobre a eficácia do desempenho socioambiental. Os estudos acadêmicos relacionados com os relatórios de sustentabilidade, e especificamente com os relatórios da GRI, demonstram que há problemas na qualidade da informação com relação à completeza, padronização e credibilidade do conteúdo, porém sem aprofundar nas causas potenciais. Trata-se de um estudo com abordagem quali-quantitativa, com o emprego de pesquisa do tipo descritiva e a utilização de procedimentos bibliográfico e documental, por meio de análise de conteúdo. A quantificação das evidências foi desenvolvida com base nas informações contidas nos relatórios de sustentabilidade das empresas CPFL, EDP e Tractebel, que possuíam o nível mais alto de aplicação da GRI, associadas com as informações de seus desempenhos socioambientais disponíveis por outras fontes de consulta independentes. Os resultados da análise de conteúdo dos relatórios de sustentabilidade demonstraram que nenhuma das empresas atingiu o atendimento pleno de evidência da informação solicitada nas Unidades de Informação avaliadas. Esta constatação indica que todas as empresas avaliadas apresentaram falhas na validação das informações antes do início da elaboração propriamente dita do relatório, como determina a etapa de validação da GRI, sugerindo que os testes disponíveis nos princípios da GRI, provavelmente, não foram empregados ou foram adotados sem eficácia, afetando a qualidade da informação com relação à completeza e credibilidade do conteúdo. Questões que merecem ser aprofundadas em futuros trabalhos são: a influência dos limites da auditoria independente no resultado da verificação do relatório e a extensão da pesquisa de análise de conteúdo para outros setores industriais formados por grandes empresas e com elevado impacto ambiental potencial. O estudo contribui para o aumento de conhecimento sobre o tema, em destaque na atualidade, seja pelos esforços de normalização mundial do relatório de sustentabilidade GRI, e, principalmente, com a recomendação para o fomento destes relatórios incluída no documento final The Future We Want- O Futuro que Queremos da Conferência das Nações Unidas sobre Desenvolvimento Sustentável (Rio+20), no parágrafo 47, com potencial regulamentação brasileira compulsória dos mesmos. / This study undertook a critical examination on the sustainability reports, based on the Global Reporting Initiative (GRI), prepared by companies in the sector of electric power generation by hydropower in Brazil and assessed the significance of these documents provide clear information on the effectiveness of the social and environmental performance. Academic studies relating to sustainability reports, and specifically with the GRI reports, show that there are problems in the quality of information regarding the completeness, standardization and credibility of the content, but without deepening the potential causes. This is a study with qualiquantitative approach, with the use of descriptive research and use of bibliographic and documentary procedures, through content analysis. The quantification of the evidence was developed on the basis of the information contained in the sustainability reports of CPFL, EDP and Tractebel, which had the highest level of application of GRI, associated with the socio-environmental performance information available in other independent reference sources. The results of the content analysis of sustainability reports have shown that none of the companies has reached the full service of evidence of information requested in the Information evaluated. This finding indicates that all companies assessed failed validation of the information before the start of the preparation of the report itself, as determines the validation step of GRI, suggesting that the tests available in the GRI principles probably were not employed or have been adopted without effectiveness, affecting the quality of information regarding the completeness and credibility of the content. Issues that deserve to be deepened in futures studies are: the influence of the limits of independent audit on the result of the verification of the report and the extent of content analysis research for others industrial sectors formed by large companies with potential high environmental impact. The study contributes to the increase of knowledge on the subject, highlighted today, either by the world standardization efforts of GRI sustainability report, and, mainly, with the recommendation for the promotion of these reports included in the final document "The Future We Want" of the United Nations Conference on Sustainable Development (Rio + 20), paragraph 47, with potential brazilian regulations compulsory.

Collapse of the textile factory Rana Plaza, among other disasters, has been a wake up call for the textile industry. These disasters, in combination with other factors, have resulted in raised consciousness regarding sustainability through a social and environmental perspective. Fashion companies have adapted new strategies in order to survive hard competition on the market, sustainable marketing has become a common tool to meet the conscious customers’ demands and requirements. A phenomena like Greenwashing, which promotes an overly environmentally friendly image externally, has trigged skepticism among consumers towards fashion companies’ sustainable marketing and CSR-communication. To gain an understanding in what the causes of skepticism are among consumers, this study aims to research whether knowledge and interest regarding CSR, have an effect on the consumer's willingness and ability to appraise fashion companies’ sustainable marketing and CSR-communication. We also review what is necessary for a company to do, in order to create legitimacy and build a “social contract”, supported by the legitimacy theory. To research this topic, we use theories concerning CSR-communication, sustainable marketing, Greenwashing as well as legitimacy theory. Empirical material has been collected through a self-questionnaire survey, which later generated an analysis of sustainable marketing and CSR-communication of four fashion companies. Results of the 405 replies to our questionnaire were processed in the statistic program SPSS. Our analysis indicated a low correlation between the factors knowledge, interest and the attitude towards sustainable marketing and CSR-communication. Other factors are more likely to affect the consumers’ attitude. Results also show that admitting ones’ mistakes, having a transparent supply chain, integrating sustainable strategies within the whole company, co-operateting with non-governmental organizations, and to setting reachable goals, are all essential actions in order to gain legitimacy. / Kollapsen av textilfabriken Rana Plaza, tillsammans med en rad andra incidenter, har gett textilindustrin ett rejält uppvaknande. Detta, i kombination med ytterligare faktorer, har lett till en ökad medvetenhet kring hållbarhet, både ur ett socialt och miljömässigt perspektiv. Modeföretag har därför tagit till nya strategier för att överleva den tuffa konkurrensen på marknaden och hållbar marknadsföring har blivit ett vanligt verktyg för att möta den allt mer medvetna konsumentens behov och krav. Då fenomen som Greenwashing, att skapa en bild av sig som miljövänlig, har blivit allt vanligare, har konsumenters skepticism mot modeföretags hållbara marknadsföring blivit ett allt mer utforskat ämne. För att få en uppfattning om vad det egentligen är hos konsumenten som skapar denna skepticism, riktar sig denna studie till att undersöka huruvida de två faktorerna kunskap och intresse kring CSR påverkar en konsuments förmåga att värdera ett modeföretags hållbara marknadsföring. Vi tittar också på vad det egentligen är som krävs för att skapa legitimitet och bygga ett “socialt kontrakt”, med legitimitetsteorin i grunden. För att kunna undersöka detta ämne använder vi oss av teorier kring CSR-kommunikation, hållbar marknadsföring, Greenwashing samt legitimitetsteorin. Empiri har samlats in med hjälp av en enkätundersökning vilket i sig genererade till en analys av fyra modeföretags hållbara marknadsföring och CSR-kommunikation. Resultatet av de 405 besvarade enkäterna, som bearbetades i statistikprogrammet SPSS, visade oss att det inte finns något direkt samband mellan de två faktorerna intresse och kunskap och huruvida man ställer sig till modeföretags hållbara marknadsföring och CSR-kommunikation. Det finns förmodligen andra faktorer som ligger bakom istället. Våra resultat visar också att erkänna sina misstag, vara transparenta, integrera hållbarhet i hela organisationen, samarbeta med utomstående organisationer, och att inte sätta upp miljömål som inte kan nås är grundläggande handlingar till att uppnå legitimitet.

Syftet med den här studien är att undersöka kvinnliga modeintresserade konsumenters medvetenhet kring greenwashing i relation till miljömärkningar inom klädindustrin. Vidare syftar studien till att undersöka hur kvinnliga modeintresserade konsumenter uppfattar ett plaggs hållbarhet utifrån miljömärkningar inom klädindustrin. För att besvara studiens syfte har en kvalitativ metod använts där insamling av empiriskt material genomfördes med hjälp av semistrukturerade intervjuer. Baserat på ett antal kriterier valdes tio modeintresserade kvinnor ut till att delta i intervjuerna som genomfördes via Zoom. Studiens resultat påvisar bristande kunskap om begreppet greenwashing vilket tyder på att respondenterna därmed inte är medvetna om greenwashing i relation till miljömärkningar inom klädindustrin. Vidare resulterade studien även i att kvinnliga modeintresserade konsumenter till stor del uppfattar plagg märkta med miljömärkningar som hållbara. Däremot varierar konsumenternas uppfattning om pålitligheten av de olika märkningarna. Vår studie visar att ungefär lika stor andel respondenter uppfattar plagg märkta med certifierade miljömärkningar, såväl som icke-certifierade miljömärkningar, som mer pålitliga. Oavsett märkningens upplevda pålitlighet uppfattade alla respondenter, trots detta, att märkningen bidrog med en känsla av hållbarhet. / The purpose of this study is to examine the awareness of greenwashing in relation toenvironmental labels in the clothing industry, among female fashion-interested consumers.Furthermore, the study aims to investigate how female fashion-interested consumers perceivethe environmental sustainability of a garment based on environmental labels in the clothingindustry. To answer the purpose of this study, a qualitative method was used where thecollection of empirical data was carried out by semi-structured interviews. Based on anumber of criteria, ten fashion-interested women were chosen to participate in interviewsconducted via Zoom.The result of the study demonstrates a lack of knowledge regarding the term greenwashing,which indicates that the respondents also lack awareness of greenwashing in relation toenvironmental labels within the clothing industry. Furthermore, the study demonstrates thatfashion-interested consumers perceive environmental labelled clothing as sustainable.However, the perception of reliability of the various labels varies among the respondents. Ourresult indicates that about half of our respondents perceive environmental labels certified bythird parties as the most trustworthy. Whereas the other half of the respondents perceivenon-certified environmental labels as more reliable. Irrespective of the perceived reliability ofthe environmental label, all respondents agreed that the environmental label in some waycontributed to a feeling of sustainability. This thesis is written in Swedish.

Purpose: The purpose of the study is to investigate the ways in which sustainable market communication and greenwashing affect consumers' trust, attitude and purchase intention. We will also examine the relationship between consumer trust and attitudes towards companies and the customers' purchase intention. Theory: The theoretical framework of the study is based on theories about the factors that affect consumers in connection with sustainable marketing communication and greenwashing. Method: For the study, a deductive approach was used through a quantitative research method. Data was collected through an online survey that was answered by 109 respondents. Findings: The regression analysis showed that sustainable market communication affects consumer trust, attitude and purchase intention. In connection with sustainable marketing communication, the purchase intention affects consumers' attitudes but not their trust. The results also showed that greenwashing has an effect on consumer trust and attitude. On the other hand, the results show that greenwashing does not affect consumers' purchase intention. Conclusion: The study shows that companies through sustainable marketing communication and greenwashing have several effects on consumers. Sustainable marketing communication has a positive impact on consumers while greenwashing has a negative impact on consumers. The study shows that sustainable marketing communication has a positive effect on consumer trust, attitudes and purchase intention. When consumers have a positive attitude towards the company, their purchase intention is positively affected. Greenwashing instead negatively affects consumers' trust and attitude. When consumers gain a negative trust or attitude towards the company, their purchase intention is negatively affected. Contribution: The study contributes with research on consumers trust, attitudes and purchase intention in connection with sustainable marketing communication and greenwashing. By combining the concepts of trust and attitudes, the study complements existing research insustainable marketing communication and greenwashing. The results can be of importance for managers and marketers in the design of marketing strategies of sustainability. The study gives companies an explanation of how their communication affects consumers. This essay is written in swedish / Syfte: Syftet med studien är att undersöka på vilket sätt hållbar marknadskommunikation och greenwashing påverkar konsumenters förtroende, attityd och köpintention. Vi ska även undersöka sambandet mellan konsumenters förtroende samt attityder gentemot företag och konsumenters köpintention. Teoretisk referensram: Studiens teoretiska referensram grundar sig i befintliga teorier om vilka faktorer som påverkar konsumenter i samband med hållbar marknadskommunikation och greenwashing. Metod: För studien användes en deduktiv ansats i samband med en kvantitativforskningsmetod. Insamling av data genomfördes med en enkätundersökning online som besvarades av 109 respondenter. Resultat: Regressionsanalysen visade att hållbar marknadskommunikation påverkarkonsumenters förtroende, attityd samt köpintention. I samband med hållbarmarknadskommunikation påverkades köpintentionen av konsumenters attityd men inte av deras förtroende. Resultaten visade även att greenwashing har effekter på konsumenters förtroende och attityd. I samband med greenwashing påverkades konsumenters attityd och förtroende deras köpintention. Däremot framgår det av resultatet att greenwashing inte påverkade konsumenters köpintention. Slutsats: Studien visar att företag genom hållbar marknadskommunikation och greenwashing har flera effekter på konsumenter. Hållbar marknadskommunikation har en positiv inverkan på konsumenter medan greenwashing har en negativ inverkan på konsumenter. Studien visar att hållbar marknadskommunikation påverkar konsumenters förtroende, attityder och köpintention positivt. När konsumenter får positiv attityd gentemot företag påverkas deras köpintention positivt. Greenwashing påverkar istället konsumenters förtroende och attityder negativt. När konsumenter får negativt förtroende eller attityder gentemot företag påverkas deras köpintention negativt. Uppsatsen bidrag: Studien bidrar med forskning om konsumenters förtroende, attityder och köpintention i samband med hållbar marknadskommunikation och greenwashing. Genom att kombinera begreppen förtroende och attityder kompletterar studien befintlig forskning inom hållbar marknadskommunikation och greenwashing. Resultaten kan vara betydande för chefer och marknadsförare vid utformandet av marknadsföringsstrategier i samband med hållbarhet. Studien ger företag en förklaring till hur deras kommunikation påverkar konsumenter.

Corporate Social Responsibility är ett gemensamt koncept som idag fokuserar på hur organisationer förväntas gå utöver ekonomiska resultat och samklang. Företag väljer att frivilligt tillämpa FN:s Sustainable Development Goals för att upprätthålla hållbarhetsrapporter för att framstå som mer legitima och använda hållbarhetsrapporter som konkurrensfördel. Syftet med studien är att jämföra hållarhetsrapportering av SDG i Volkswagen, Volvo och Peugeot samt jämföra utvecklingen av rapporteringen mellan respektive bilföretag under perioden 2014–2017. För att jämföra SDG-rapporteringen mellan och inom företagen genomfördes en textanalys som sedan kvantifierades. Den teoretiska referensramen utgår från hållbarhetsrapportering, frivillig SDG tillämpning och relevanta teorier. Empirin består av data från textanalysen. Utifrån den insamlade empirin jämfördes utvecklingen som skett mellan år 2014 och 2017. Uppsatsen mynnar ut i en slutsats där företag inom samma bransch tenderar att bli mer likartade för att uppnå legitimitet, vilket kan leda till ett greenwashing-beteende där företag skapar hållbara uttalanden utan verkliga ingripanden. Studien är en grund för fortsatt forskning kring fenomenet greenwashing i bilindustrin och dess SDG-rapportering. / The aim of the study is to study the development of SDG's sustainability reporting in Volkswagen, Volvo and Peugeot, and compare the development of reporting between respective automobile companies during the period 2014-2017. In order to compare the SDG reporting between and within the companies, a text analysis was carried out which was then quantified. The theoretical frame of reference is based on sustainability reporting, voluntary SDG application and relevant theories. The empirical evidence consists of data from the text analysis. Based on the collected empirical data, the development was compared between 2014 and 2017. The paper ends in a conclusion where companies within the same industry tend to be more similar to achieve legitimacy, which might lead to greenwashing behavior in which companies create sustainable statements without real interventions. The study is a basis for continued research on the phenomenon of greenwashing in the automobile industry and its SDG reporting.

Arbetet undersöker vad som påverkar miljömärkningarnas legitimitet ur ettkonsumentperspektiv, om det finns skillnader i förtroende för företagens egnamiljömärkningar och organisationers miljömärkningar samt hur förtroendet förmiljömärkningar påverkar konsumenternas betalningsvilja. Tidigare studier har belyst attförtroende är avgörande för att miljömärkningarna ska tjäna sitt syfte samtidigt som utbudetav miljömärkningar ökar vilket skapar förvirring och osäkerhet bland konsumenter. Ettannat problem är att livsmedel som märkts med miljömärkningar från organisationer harstriktare krav och är tredjepartscertifierade medan företag som märker livsmedel med egnamiljömärkningar kan ändra sina standarder, vilket kan påverka miljömärkningens legitimitet.För att undersöka miljömärkningens legitimitet har studien tillämpat en kvalitativgruppintervjumetod där åtta konsumenter intervjuades. Studien har avgränsats till tvåsvenska miljömärkningar; ICAs egna varumärke I love eco och miljömärket KRAV.Resultatet från undersökningen tyder på att miljömärkningarnas legitimitet har en betydanderoll för konsumenters köpbeslut. En legitim miljömärkning ansågs enligt konsumenternavara när de följer kraven, har tredjepartscertifiering och när priset motsvarar kvaliteten.Faktorerna ovan visade även ha en betydande roll för konsumenternas betalningsvilja.Skillnad i förtroende för varumärket I love eco och KRAV berodde på kunskapsbrist, då Ilove eco ansågs mindre trovärdig trots att den uppfyller EUs förordning och KRAVs reglerför ekologisk produktion. Det som var mest avgörande för miljömärkningarnas legitimitet ärkunskap om miljömärkningarna, då det råder stor kunskapsbrist kring dem. / This bachelor thesis examines what influence the legitimacy of eco-labels from a consumerperspective, if there is a difference in trust in companies' own eco-labels and organizationaleco-labels and how trust in eco-labels affects consumers' willingness to pay. Previous studieshave highlighted that trust is crucial for eco-labels to serve their purpose at the same time asthe number of eco-labels increases and creates confusion and uncertainty among consumers.Another problem is that foods labelled with organizational eco-labels have stricterrequirements and are third-party certified, while companies that label foods with their owneco-labels can regulate their standards, which affect the legitimacy of the eco-label. Toinvestigate the legitimacy of eco-labelling, the study applied a qualitative group interviewmethod in which a total of eight consumers were interviewed. The study has been limited tothe two Swedish eco-labels ICA's own brand I love eco and KRAV. The results from thesurvey indicate that the legitimacy of eco-labels has a significant role to play in consumerpurchasing decisions. According to consumers, a legitimate eco-label was one that complywith the requirements and third-party certification and when the price corresponds to thequality. These factors above also proved to play a significant role in the consumer'swillingness to pay. The difference in trust in I love eco and KRAV was due to a lack ofknowledge, as I love eco was considered less credible despite complying with the EUregulation and KRAV's rules for organic production. What has been noted to be most crucialfor the legitimacy of eco-labels is knowledge within the eco-labels, as there is a great lack ofknowledge among the consumers surveyed.