Effects of Greenwashing on Consumer Perception
Sanz-Navarro, Maria (2021)
Sanz-Navarro, Maria
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060714719
https://urn.fi/URN:NBN:fi:amk-2021060714719
Tiivistelmä
This research-oriented bachelor’s thesis is part of the requirements of Haaga-Helia’s programme in International Business, major in Customer Relationship Management and Communication.
The aim of this thesis is to understand the effects of greenwashing on consumer perception. Additionally, it examines the consumer’s reasons for buying green, and their perception of the greenwashing phenomenon.
The thesis consists of a theoretical and an empirical section. The theoretical part of this study reviews the concepts of ethical consumer behaviour, brand image and perception, corporate social responsibility, and greenwashing. The empirical part analyses the data gathered through a survey answered by 152 participants from Spain and Finland. The results aim at answering the research question of this study and are analysed according to the participant’s country of residence, age, and sex.
The results from this thesis indicate that about half of the participants acknowledged to often purchase eco-labelled products, mainly due to environmental reasons and health-related benefits. However, from all the sociodemographic factors analysed, only the country of residence played a significant role in the decision-making of purchasing ecological products. Also, majority of the respondents were not familiar with the concept of greenwashing, and many were unable to correctly identify greenwashed products in a proposed case-study. Additionally, about half of the participants claimed that they would not purchase products from greenwashing companies.
Overall, this study shows that the participants had relatively low awareness about greenwashing. Also, it suggests that several factors can supress ecological principles when it comes to making purchasing decisions of greenwashed products.
The aim of this thesis is to understand the effects of greenwashing on consumer perception. Additionally, it examines the consumer’s reasons for buying green, and their perception of the greenwashing phenomenon.
The thesis consists of a theoretical and an empirical section. The theoretical part of this study reviews the concepts of ethical consumer behaviour, brand image and perception, corporate social responsibility, and greenwashing. The empirical part analyses the data gathered through a survey answered by 152 participants from Spain and Finland. The results aim at answering the research question of this study and are analysed according to the participant’s country of residence, age, and sex.
The results from this thesis indicate that about half of the participants acknowledged to often purchase eco-labelled products, mainly due to environmental reasons and health-related benefits. However, from all the sociodemographic factors analysed, only the country of residence played a significant role in the decision-making of purchasing ecological products. Also, majority of the respondents were not familiar with the concept of greenwashing, and many were unable to correctly identify greenwashed products in a proposed case-study. Additionally, about half of the participants claimed that they would not purchase products from greenwashing companies.
Overall, this study shows that the participants had relatively low awareness about greenwashing. Also, it suggests that several factors can supress ecological principles when it comes to making purchasing decisions of greenwashed products.