Essays about: "green advertising"

Showing result 1 - 5 of 26 essays containing the words green advertising.

  1. 1. Consumer Perception of Sustainability : A cross-cultural study of green advertisement in the automobile industry between Japanese and Swedish consumers.

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Vanessa Nagaoka; [2023]
    Keywords : Green advertisement; consumer perception; intercultural communication; automobile industry; sustainability awareness; Grön reklam; konsumentuppfattning; interkulturell kommunikation; bilindustrin; hållbarhetsmedvetenhet;

    Abstract : As sustainability becomes a pressing issue, companies are increasingly adopting green advertising strategies to promote their products and increase consumer awareness. However, the effectiveness of these advertisements across different cultural backgrounds are often overlooked. READ MORE

  3. 2. 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

  4. 3. The "green" generation Z : An exploratory study on how greenwashing affects consumers' attitude formation

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Lovisa Larsson; Gustav Hansson; Alice Smygegård; [2022]
    Keywords : Greenwashing; Attitude formation; Attitude; ABC-model; Affect; Behavior; Cognition; Hierarchy of affects; Fast fashion;

    Abstract : Background: Consumers are today valuing sustaible brands and products, and green advertising has become an important part of marketing. Sometimes brand do not live up to their green claims and perform what is known as greenwashing. READ MORE

  5. 4. GREEN SKEPTICISM : How green intentions can lead to brown choices

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Linnéa Lundin; [2021]
    Keywords : CSR; green advertising; green washing; scepticism; consumer behaviour;

    Abstract : Although much is known about the conscious consumer, very little is known about green advertising. Given the growing attention placed on environmental issues and the heavy reliance of the consuming public on mass media, the dire lack of credibility in green advertising is in a shocking state. READ MORE

  6. 5. “Grönmattning” på konsumentmarknader : en fallstudie av hur konsumenters attityder och köpbeteenden påverkas av marknadsföring med miljö- och hållbarhetsbudskap

    University essay from SLU/Dept. of Economics

    Author : Nicole Chidiac; Malin Olsson; [2021]
    Keywords : greenwashing; grönmattning; reklamtrötthet; grön marknadsföring; hållbar marknadskommunikation; Herzbergs tvåfaktorsteori;

    Abstract : I en alltmer digitaliserad värld, med en ökad användning av grön marknadsföring via sociala plattform, har detta i samband med en växande oro för klimatförändringarna lett till en större medvetenhet och ett ökat intresse för miljövänliga produkter bland konsumenter. I och med detta uppmärksammas ett nytt framväxande fenomen av reklamtrötthet för reklam med miljö– och klimatanspråk, även benämnt som “grönmattning”. READ MORE