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1. 1. “I’m not greening it”: An explorative study of greening strategies affect on consumers’ brand image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Gunnarsson; Orkun Aydin; Rebecca Hitijahubessij; [2018]
   Keywords : Green strategies; green branding; green brand image; brand image; McDonald’s; Business and Economics;

   Abstract : Purpose: The aim of this paper is to explore how brands’ greening strategies affect consumers’ green brand image. Design/Methodology/Approach: This study is based on a qualitative approach, researching one case, McDonald’s greening strategies compared with the consumers’ brand image. READ MORE