The influence of perceived greenwashing on consumer purchase intention in Europe
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/43575 |
Resumo: | Growing awareness of environmental issues has resulted in increased demand for products that are environmentally sustainable. While some companies have developed genuine sustainability strategies, others rely on deceptive marketing strategies. The upcoming implementation of the Corporate Social Responsibility Directive in Europe by 2024 may lead to a more frequent exposure of greenwashing practices. It is hence essential for managers to examine the potential consequences of greenwashing critically. This study aims to investigate the influence of perceived greenwashing on consumer purchase intention in Europe. The study employed a triangulation approach, which included a comprehensive literature review, an online survey, and qualitative semi-structured interviews with experts. The findings indicate that the perception of greenwashing leads to a notable reduction in consumers' willingness to purchase. This reduction is attributed to a decline in brand trust and loyalty. Additionally, the thesis provides insights regarding the influence of socio-demographic data, as well as consumers’ environmental concerns in the context of greenwashing and purchase intention. The experts identified further determinants within the attitude-behavior relationship, such as consumer price orientation, product quality, habits, the extent of greenwashing, and industry-specific dynamics. The study highlights the risks associated with deceptive marketing and recommends transparent and honest communication. |
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The influence of perceived greenwashing on consumer purchase intention in EuropeA influência da perceção de "Greenwashing" na Intenção de compra do consumidor na EuropaGreen marketingGreenwashing perceptionDeceptionPurchase intentionBrand trustBrand loyaltyEnvironmental concernSustainabilityMarketing verdePerceção de "Greenwashing"EnganoIntenção de compraConfiança na marcaFidelidade à marcaPreocupação ambientalSustentabilidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoGrowing awareness of environmental issues has resulted in increased demand for products that are environmentally sustainable. While some companies have developed genuine sustainability strategies, others rely on deceptive marketing strategies. The upcoming implementation of the Corporate Social Responsibility Directive in Europe by 2024 may lead to a more frequent exposure of greenwashing practices. It is hence essential for managers to examine the potential consequences of greenwashing critically. This study aims to investigate the influence of perceived greenwashing on consumer purchase intention in Europe. The study employed a triangulation approach, which included a comprehensive literature review, an online survey, and qualitative semi-structured interviews with experts. The findings indicate that the perception of greenwashing leads to a notable reduction in consumers' willingness to purchase. This reduction is attributed to a decline in brand trust and loyalty. Additionally, the thesis provides insights regarding the influence of socio-demographic data, as well as consumers’ environmental concerns in the context of greenwashing and purchase intention. The experts identified further determinants within the attitude-behavior relationship, such as consumer price orientation, product quality, habits, the extent of greenwashing, and industry-specific dynamics. The study highlights the risks associated with deceptive marketing and recommends transparent and honest communication.O crescente awareness em relação às questões ambientais resultou numa maior procura por produtos ambientalmente sustentáveis. Enquanto algumas empresas desenvolveram estratégias genuínas de sustentabilidade, outras basearam-se em estratégias de marketing enganosas. A iminente implementação da Diretiva de Responsabilidade Social Corporativa na Europa até 2024 pode levar a uma exposição mais frequente das práticas de "greenwashing". Portanto, é essencial que os gestores examinem criticamente as potenciais consequências do "greenwashing". Este estudo tem como objetivo investigar a influência da perceção de "greenwashing" na intenção de compra dos consumidores na Europa. O estudo utilizou uma abordagem de triangulação, que incluiu uma revisão abrangente da literatura, um inquérito online e entrevistas qualitativas semi-estruturadas com especialistas. Os resultados indicam que a perceção de "greenwashing" leva a uma notável redução na disposição dos consumidores para comprar. Esta redução é atribuída a uma diminuição na confiança e lealdade à marca. Além disso, a tese fornece informações valiosas sobre a influência de dados sociodemográficos, bem como a preocupação ambiental dos consumidores no contexto do "greenwashing" e da intenção de compra. Os especialistas identificaram outros determinantes na relação entre atitude e comportamento, como orientação para o preço do consumidor, qualidade do produto, hábitos, extensão do "greenwashing" e dinâmicas específicas da indústria. O estudo destaca o risco associado ao marketing enganoso e recomenda uma comunicação transparente e honesta.Rajsingh, Peter V.Veritati - Repositório Institucional da Universidade Católica PortuguesaBerhorst, Nina2023-10-162023-09-132024-07-11T00:00:00Z2023-10-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/43575TID:203377460enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-16T01:46:33Zoai:repositorio.ucp.pt:10400.14/43575Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:44:40.470472Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The influence of perceived greenwashing on consumer purchase intention in Europe A influência da perceção de "Greenwashing" na Intenção de compra do consumidor na Europa |
title |
The influence of perceived greenwashing on consumer purchase intention in Europe |
spellingShingle |
The influence of perceived greenwashing on consumer purchase intention in Europe Berhorst, Nina Green marketing Greenwashing perception Deception Purchase intention Brand trust Brand loyalty Environmental concern Sustainability Marketing verde Perceção de "Greenwashing" Engano Intenção de compra Confiança na marca Fidelidade à marca Preocupação ambiental Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The influence of perceived greenwashing on consumer purchase intention in Europe |
title_full |
The influence of perceived greenwashing on consumer purchase intention in Europe |
title_fullStr |
The influence of perceived greenwashing on consumer purchase intention in Europe |
title_full_unstemmed |
The influence of perceived greenwashing on consumer purchase intention in Europe |
title_sort |
The influence of perceived greenwashing on consumer purchase intention in Europe |
author |
Berhorst, Nina |
author_facet |
Berhorst, Nina |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rajsingh, Peter V. Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Berhorst, Nina |
dc.subject.por.fl_str_mv |
Green marketing Greenwashing perception Deception Purchase intention Brand trust Brand loyalty Environmental concern Sustainability Marketing verde Perceção de "Greenwashing" Engano Intenção de compra Confiança na marca Fidelidade à marca Preocupação ambiental Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Green marketing Greenwashing perception Deception Purchase intention Brand trust Brand loyalty Environmental concern Sustainability Marketing verde Perceção de "Greenwashing" Engano Intenção de compra Confiança na marca Fidelidade à marca Preocupação ambiental Sustentabilidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Growing awareness of environmental issues has resulted in increased demand for products that are environmentally sustainable. While some companies have developed genuine sustainability strategies, others rely on deceptive marketing strategies. The upcoming implementation of the Corporate Social Responsibility Directive in Europe by 2024 may lead to a more frequent exposure of greenwashing practices. It is hence essential for managers to examine the potential consequences of greenwashing critically. This study aims to investigate the influence of perceived greenwashing on consumer purchase intention in Europe. The study employed a triangulation approach, which included a comprehensive literature review, an online survey, and qualitative semi-structured interviews with experts. The findings indicate that the perception of greenwashing leads to a notable reduction in consumers' willingness to purchase. This reduction is attributed to a decline in brand trust and loyalty. Additionally, the thesis provides insights regarding the influence of socio-demographic data, as well as consumers’ environmental concerns in the context of greenwashing and purchase intention. The experts identified further determinants within the attitude-behavior relationship, such as consumer price orientation, product quality, habits, the extent of greenwashing, and industry-specific dynamics. The study highlights the risks associated with deceptive marketing and recommends transparent and honest communication. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-16 2023-09-13 2023-10-16T00:00:00Z 2024-07-11T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
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http://hdl.handle.net/10400.14/43575 TID:203377460 |
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http://hdl.handle.net/10400.14/43575 |
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TID:203377460 |
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eng |
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eng |
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