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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-58690 |
| Date | January 2022 |
| Creators | Alwert, Emmie, Pålsson, Kajsa |
| Publisher | Jönköping University, Högskolan för lärande och kommunikation |
| 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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