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1	Konsumentens upplevelse av gröna hållbara åtaganden: Greenwash eller brainwash? / The consumers experience of global sustainable commitments: Greenwash or Brainwash? Alwert, Emmie, Pålsson, Kajsa January 2022 (has links) Greenwashing is considered a global issue and refers to a process of conveying false information and marketing about a company's products and how they are produced. Greenwashing in marketing will give consumers the belief that a company is more eco-friendly than it really is and leads to unsustainable claims. This research aims to assess, through a quantitative analysis in combination with a survey, how Swedish consumers are affected by greenwashing, when it comes to their consumption choices. Moreover, this research assesses whether general attitudes towards ecolabels, green marketing and consumption is determined by a personal attitude towards marketing. In conclusion, the findings contribute to a better understanding of the effect of greenwashing on an individual level and how it has led to an increasing amount of skepticism regarding green trust and ecolabels. Greenwashing sustainability sustainable development Corporate Social Responsibility konsumer konsuming behaviour eco-labeling marketing green-marketing green trust Sweden Social Sciences Samhällsvetenskap