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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.
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