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Found 3 essays matching the above criteria.

  1. 1. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Ana Desnica; Sara Hawat; [2022]
    Keywords : Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

    Abstract : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. READ MORE

  3. 2. The Communicative Dance of Greenwashing Accusations

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Stephan Poot; Melissa Eilander; [2022]
    Keywords : Corporate Social Responsibility CSR ; sustainability; greenwashing; accusations; corporate responses; impression management; the scandal effect; neutralisation techniques; communicative dance.; Business and Economics;

    Abstract : The purpose of this study is to develop a deeper understanding of how organisations use communication as a tool to publicly respond to accusations. We aim to explore whether existing techniques are being used or if new techniques can be discovered... READ MORE

  4. 3. Discourses after Dieselgate - Consumers’ perspective on brand disasters

    University essay from Göteborgs universitet/Graduate School

    Author : Susanna Länström; [2017-06-30]
    Keywords : Discourse analysis; discourse; brand disaster; scandal; brand crisis; greenwashing; Dieselgate;

    Abstract : Brands are one of the most valuable assets to a company, which makes brand disasters a highly relevant topic to companies. In order to gain deeper understanding on the matter of brand disasters, this study is taking on a perspective that is new for the phenomenon: discourse analysis on the consumer perspective of a brand disaster. READ MORE