Greenwashing and deceptive marketing practices in the Hungarian market
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| Format: | Thesis |
| Kulcsszavak: | Conscious consumption Deceptive marketing greenwashing Milennial generation sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/57651 |
| Abstract: | Greenwashing – deceptive marketing strategies on the Hungarian market I chose this topic for my thesis because during my university studies,, I noticed more and more often how many misleading texts and advertisements can be seen in big shops and shopping centres. I also noticed this in my immediate circle of acquaintances, and sometimes I was even fooled by some of the tricks or advertising gimmicks myself. After these experiences, I have often turned away from that brand or company because they disappointed me and did not deliver what they had promised. I believe that sustainability, combined with honesty and clear communication, can be a virtue in business leading to higher customer satisfaction and building more solid relationships throughout the career and business life. I wrote my thesis on greenwashing, one of the big push-back branches of this process. This deceptive marketing activity tricks customers with various tools and strategies that are harmful to the customers but can also cause very high losses for the company involved. The structure of my thesis outlines why the fight between sustainability and greenwashing is so important and describes, certain activities and practices identified so far, with examples and explanations. It was a part of my research to re-evaluate my scientific survey conducted in 2023 on the attitude of the millennial generation regarding sustainability and greenwashing. In addition, in the framework of a structured in-depth interview, I discussed my research questions with a marketing expert, who emphasized that young people will play a big role in managing this activity since it will unfold when we are in the decision-making position. Also, I had an interview with a young, professional catering entrepreneur, who has a complex vision regarding sustainable undertaking. Summarizing these, I thought it could be established that greenwashing is a deceptive marketing activity that damages the spirit of companies and the consumer rights of users, something we can do about it if we pay more attention to which brands we commit ourselves to and try harder to avoid superficial shopping. |
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