Greenwashing: What is it And How Does it Affect Consumer Behavior and Attitudes?

Nustas Minas (2024) Greenwashing: What is it And How Does it Affect Consumer Behavior and Attitudes? Külkereskedelmi Kar.

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Absztrakt (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.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	CSR, environment, fogyasztói magatartás, green advertising, greenwashing, sustainability
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2025. Már. 12. 11:12
Utolsó módosítás:	2025. Már. 12. 11:12

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