In the societies of today there is a commercial requirement that companies take social responsibility. Companies that does not market their sustainability initiatives risk losing their competitiveness and thereby lose market shares. Many companies are therefore engaged in environmental- and societal issues and use them in their marketing. Problems arise when this kind of requirement on companies makes some actor takes shortcuts to appear more environmentally friendly than they really are, by using embellished and empty claims, which leads to a diminishing trust in green and sustainable products. A company portraying their CSR-work as better than it is called Greenwashing, which is what is underlying this paper. This study means to examine how companies communicate their environmental responsibility, how the communication is received by external stakeholders and if Greenwashing can be perceived. Guidelines for how to communicate green marketing will also be discussed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-14352 |
| Date | January 2018 |
| Creators | von Ahn, Annica |
| 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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