White Nicotine Pouches of Freedom?
Abstract: In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. Other marketing strategies such as Femvertising utilise societal movements in order to be effective. These marketing tactics have been studied and examined in areas such as the food industry, the automotive industry, and the beauty industry, however, research is lacking of the use and impact these communication techniques have within the nicotine industry. With the notable increase in the use of white nicotine pouches among women Gender may also play a role in purchase intention. This thesis uses a quantitative method to examine the effects of these marketing strategies (Femvertising, Greenwashing, Healthwashing, Gender) on consumers’ subsequent intention to purchase white tobacco-free nicotine pouches. Data was collected through a web survey. The online survey produced 107 valid responses that were analysed using the help of SPSS. Using SPSS, a number of multiple regression analyses were performed to observe the relationship and predictive value of the independent variables, along with a Partial Correlation analysis. The final results showed statistical significance of the variables Perceived Greenwashing, Perceived Greenwashing/Healthwashing as well as Gender when removing the variable Perceived Femvertising. The findings from this study identifies the complexity of this phenomenon, indicating that there is a great need for further research on the topic.
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