Greenwashing : the perspectives of companies and consumers
Saarikoski, Heidi (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023111830000
https://urn.fi/URN:NBN:fi:amk-2023111830000
Tiivistelmä
There is more and more scrutiny on companies to be a positive contributor to the society as CSR other initiatives become more typical. The values of consumers are changing, and many are trying to limit their consumption. The thesis set out to understand greenwashing from all points of view. The starting point is exploring what greenwashing is. From there on the reasons why companies commit greenwashing as well as the mechanisms on how it happens are discussed. Then the perspective of consumers and their views on greenwashing is explored. Do consumers care about greenwashing and what can they do the spot it or even stop it?
Green brands suffer from greenwashing. Hence there is also emphasis on how green marketing is different from greenwashing. Tools to separate the two are examined.
Previous research is heavily used in the thesis to analyse the topic. The already existing literature is also used in analysing the survey results. The results are also compared with the research used for this thesis.
Green brands suffer from greenwashing. Hence there is also emphasis on how green marketing is different from greenwashing. Tools to separate the two are examined.
Previous research is heavily used in the thesis to analyse the topic. The already existing literature is also used in analysing the survey results. The results are also compared with the research used for this thesis.