Greenwashing What is it And How Does it Affect Consumer Behavior and Attitudes?
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | CSR environment fogyasztói magatartás green advertising greenwashing sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/57151 |
| Kivonat: | The recent rise in environmental consciousness has pushed companies to incorporate sustainability into their branding and marketing strategies. With this rise in environmental concern, there’s also a growing concern regarding greenwashing, which is the deceptive practice of making exaggerated or false claims to appear more environmentally conscious.This thesis aims to explore the phenomenon of greenwashing and its effects on consumer behavior and attitudes, particularly University students in Hungary. Through the use of case studies, and a quantitative questionnaire, this thesis will gather information from previous environmental scandals, and explore how the companies involved were affected, and how their customers reacted after the scandals became public. The data collected through the questionnaire will be used to learn about consumers in Hungary, their purchasing behavior, and how that behavior is affected by greenwashing.By shedding a light on greenwashing and its effects on consumer behavior, this thesis aims to contribute to the existing research and literature on green marketing and consumer behavior. |
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