The Effects of Greenwashing on Consumer Behavior
Alvoittu, Anni (2022)
Alvoittu, Anni
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053013229
https://urn.fi/URN:NBN:fi:amk-2022053013229
Tiivistelmä
This research-oriented bachelor's thesis aims to gain further knowledge on how greenwashing effects consumer behaviour and brand equity and furthermore analyse the perceptions and reactions in the minds of consumers aged between 18-60. The objective of this research to investigate the effects Greenwashing has on consumer behaviour and brand equity.
The thesis consists of a theoretical and an empirical section. The theoretical part of this study reviews the concepts of sustainability, Greenwashing and its global effects, different consumer behaviour theories, corporate social responsibility as well as brand equity. The empirical part analyses the data gathered through a quantitative online survey answered by 142 participants. The results aim at helping to answer the research questions of this empirical study. Data for the theoretical part was gained from published sources, such as books and articles, as well as the internet.
The results of this study indicate that most of the participants are aware of Greenwashing, and as the general concern for the environment’s current and future state was found to be high, there is a possibility for a change in the behavior of consumers. It was also discovered that Greenwashing effects negatively on consumer’s perception of a brand and therefore also on their buying behavior. The findings suggest that Greenwashing has an overall negative impact and is therefore undesirable.
The key findings and recommendations of this thesis could possibly be utilised by different companies and their marketing, PR and communication departments to understand the impacts of greenwashing on brand recognition, awareness, customer loyalty and the perceived quality of their products. Furthermore, more strict regulations and legislation could be introduced across industries to reduce the willingness of companies to take part in harmful environmental actions, such as Greenwashing.
The thesis consists of a theoretical and an empirical section. The theoretical part of this study reviews the concepts of sustainability, Greenwashing and its global effects, different consumer behaviour theories, corporate social responsibility as well as brand equity. The empirical part analyses the data gathered through a quantitative online survey answered by 142 participants. The results aim at helping to answer the research questions of this empirical study. Data for the theoretical part was gained from published sources, such as books and articles, as well as the internet.
The results of this study indicate that most of the participants are aware of Greenwashing, and as the general concern for the environment’s current and future state was found to be high, there is a possibility for a change in the behavior of consumers. It was also discovered that Greenwashing effects negatively on consumer’s perception of a brand and therefore also on their buying behavior. The findings suggest that Greenwashing has an overall negative impact and is therefore undesirable.
The key findings and recommendations of this thesis could possibly be utilised by different companies and their marketing, PR and communication departments to understand the impacts of greenwashing on brand recognition, awareness, customer loyalty and the perceived quality of their products. Furthermore, more strict regulations and legislation could be introduced across industries to reduce the willingness of companies to take part in harmful environmental actions, such as Greenwashing.