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Greenwashing, can they fool you?: En kvalitativ studie om konsumenterna är medvetna om Greenwashing och hur attityden är gentemot strategin
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

SAMMANFATTNING 

Datum:                  2019-05-27, 2019-06-10

Nivå:                      Kandidatuppsats i företagsekonomi, 15 hp 

Institution:          Akademin för Ekonomi, Samhälle och Teknik,                                    Mälardalens högskola

Författare:           Mathilda Angelini                 Isabelle Ling                

                                   (96/05/05)                              ( 96/04/15)      

Titel:                       Greenwashing, can they fool you? En kvalitativ                                   studie om konsumenterna är medvetna om Greenwashing och                                   hur attityden är gentemot strategin. 

Handledare:         Konstantin Lampou

Nyckelord:            Grön marknadsföring, Greenwashing, Word- of- Mouth                                     & Attityd 

Frågeställning:    Är konsumenterna medvetna om Greenwashing och hur är deras                                    attityd gentemot den falska marknadsföringsstrategin?? 

 

Syfte:                       Syftet är att undersöka medvetenheten kring den                                    falska marknadsföringsstrategin Greenwashing samt hur                                    attityden hos konsumenterna blir vid användning av strategin.                                    Denna kvalitativa undersökning kommer ske med hjälp av 15                                    stycken semistrukturerade intervjuer och en teoretisk grund.

Metod:                    Undersökningen är gjord med en kvalitativ ansats med hjälp                                     av teoretisk insamling samt den empiriska insamlingen                                     med hjälp av 15 stycken semistrukturerade intervjuer. 

Slutsats:                  Det som kunde ses i undersökningen var att konsumenterna inte                                      var medvetna om Greenwashing. 

Abstract [en]

ABSTRACT

Date:                       2019-05-27, 2019-06-10

Level:                     Bachelor thesis in Business Administration, 15 cr 

Institution:           School of Business, Society and Engineering, Mälardalen University 

Authors:                 Mathilda Angelini                 Isabelle Ling                

                                   (96/05/05)                              ( 96/04/15)   

Title:                        Greenwashing, can they fool you? A qualitative study of consumers                                   is aware of Greenwashing and how the attitude is towards the strategy. 

Tutor:                      Konstantin Lampou

Keywords:             Green marketing, Greenwashing, Word-of-Mouth & Attitude.                                     

questions:              Are consumers conscious of Greenwashingand how are the                                      attitude towards the strategy? 

Purpose:                 The purpose is to investigate awareness of the false                                      marketing strategy Greenwashing and how the attitude                                      of consumers becomes when using the strategy.                                      This qualitative study will be done using 15                                      semistructured interviews and a theoretical basis.

Method:                 The survey is made with a qualitative approach with the help                                      of theoretical collection and the empirical collection using                                      15  semistructured interviews.

Conclusion:            What could be seen in the survey was that consumers were                                        not aware of Greenwashing.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [sv]
Grön marknadsföring, Greenwashing, Word-of-Mouth, attityd
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mdh:diva-43765OAI: oai:DiVA.org:mdh-43765DiVA, id: diva2:1322120
Subject / course
Business Administration
Presentation
2019-06-03, Mälardalens Högskola, Västerås, 13:00 (Swedish)
Supervisors
Examiners
Available from: 2019-06-17 Created: 2019-06-10 Last updated: 2019-06-17Bibliographically approved

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