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Ing. Stephanie Aduku

Master's thesis

Impact of greenwashing (marketing) on consumer behavior

Impact of greenwashing (marketing) on consumer behavior
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 …more
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 …more
 

Keywords

Greenwashing Consumer Behavior Influencing Factors Affiliate(s) Brand Image.
 
Language used: English
Date on which the thesis was submitted / produced: 6. 1. 2023
Identifier: https://is.muni.cz/th/ajsfz/

Thesis defence

  • Date of defence: 2. 2. 2023
  • Supervisor: Ing. Michal Jirásek, Ph.D.
  • Reader: M.A. Seto Satriyo Bayu Aji

Citation record

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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