Impact of greenwashing (marketing) on consumer behavior

Ing. Stephanie Aduku

Diplomová práce

Anotace:

This thesis is centered on how consumers respond to Greenwashing by firms. Its goal is to identify the concerns they have on the subject and factors that influence their decision irrespective of their interest on the subject. In addition, it aims to identify if Greenwashing influences consumers’ perception of a violating firm. The initial part focused on concepts and theories on the matter. Based on the Theoretical Review, two Research Questions were formulated on consumers attitude and perception of a culprit firm. These questions were then answered primarily in a Qualitative manner using an archival Case Study.

Abstract:

This thesis is centered on how consumers respond to Greenwashing by firms. Its goal is to identify the concerns they have on the subject and factors that influence their decision irrespective of their interest on the subject. In addition, it aims to identify if Greenwashing influences consumers’ perception of a violating firm. The initial part focused on concepts and theories on the matter. Based on the Theoretical Review, two Research Questions were formulated on consumers attitude and perception of a culprit firm. These questions were then answered primarily in a Qualitative manner using an archival Case Study.

Keywords

Greenwashing, Consumer Behavior, Influencing Factors, Affiliate(s), Brand Image.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 6. 1. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 2. 2023
• Vedoucí: Ing. Michal Jirásek, Ph.D.
• Oponent: M.A. Seto Satriyo Bayu Aji

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management