Greenwashing is a growing phenomenon among businesses. The intent of greenwashing isto promote false solutions to the climate crisis that distract from and delay concrete andcredible action. This is something that can mislead and confuse the consumers' relationshipto the company brand image. Therefore, the purpose of this study is to investigate howgreenwashing can affect a company's brand image and what characterizes the impact. The study is based on qualitative research where two focus groups were constructed to createopen discussions about their relation to greenwashing and brand image. The participantsgot the opportunity to explain their view related to four aspects as well as expressing theirthoughts and feelings about their brand attachment before and after showing them scandalsfrom three real companies.In order to analyze the data from the focus groups a grounded theory coding wasconducted. The coding established different categories of the relation betweengreenwashing and brand image. These aspects were analyzed together with the theoreticalframework in order to answer the research question.The analysis gave the reader understanding of the participants reasoned with themselvesand others when faced with a sustainable dilemma. The dilemma contains the relationshipof price, loyalty, comfort on one side and negative environmental impact, social inequalityand false marketing on the other.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129637 |
| Date | January 2024 |
| Creators | Wetterteg, Filip, Svensson, Alexander, Annerfelt, Alice |
| Publisher | Linnéuniversitetet, Institutionen för management (MAN) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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