Unmasking greenwashing : an examination of Generation Z's perception of sustainable business
Tiainen, Lilli (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404257887
https://urn.fi/URN:NBN:fi:amk-202404257887
Tiivistelmä
This thesis aims to examine the perception Generation Z has on greenwashing, how it affects their perception of sustainable business, and whether it has an impact on their consumer behaviour. The topic was chosen based on the author’s interest of sustainable business.
As a highly connected, technological generation, Generation Z has grown up to be hyperaware of global news and events. With raging online activism, and endless sources of knowledge, it is no surprise the generation feels anxious about the future. The thesis examines the awareness Generation Z has on the environmental issues of consumerism, and how it impacts their consumer behaviour.
The thesis is written using both qualitative and quantitative methods of research, and a deductive approach. Both primary and secondary data are utilized to formulate the theoretical framework and the empirical research of the thesis. First, theories of sustainable business, greenwashing, and Generation Z are explored in the form of a literature review. Then empirical research is conducted in the form of two online surveys to gain an understanding of Generation Z, and preceding generations perception of greenwashing.
The work is concluded by analysing the empirical research results and drawing conclusions on the research questions surrounding the topic. The outcomes of the research support the theoretical framework by providing an understanding of the generation’s views on greenwashing, and how they truly implement that in consumer decisions.
As a highly connected, technological generation, Generation Z has grown up to be hyperaware of global news and events. With raging online activism, and endless sources of knowledge, it is no surprise the generation feels anxious about the future. The thesis examines the awareness Generation Z has on the environmental issues of consumerism, and how it impacts their consumer behaviour.
The thesis is written using both qualitative and quantitative methods of research, and a deductive approach. Both primary and secondary data are utilized to formulate the theoretical framework and the empirical research of the thesis. First, theories of sustainable business, greenwashing, and Generation Z are explored in the form of a literature review. Then empirical research is conducted in the form of two online surveys to gain an understanding of Generation Z, and preceding generations perception of greenwashing.
The work is concluded by analysing the empirical research results and drawing conclusions on the research questions surrounding the topic. The outcomes of the research support the theoretical framework by providing an understanding of the generation’s views on greenwashing, and how they truly implement that in consumer decisions.