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1. 1. The Complexity of Consumer Trust in Sustainability Communication

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Dahl; Anna Bakalarska; [2018]
   Keywords : Trust; Sustainability Communication; Sustainability; Green Marketing; CSR; Greenwashing; Skepticism; Consumption; Source of Communication; Business and Economics;

   Abstract : The purpose of this study is to gain insights on what evokes consumer trust for (environmental) sustainability communication and shed light on how this trust impacts consumers’ perception of sustainability. A literature review and qualitative data collection, combining four focus groups and nine interviews, were the basis for a discussion on this topic. READ MORE