Greenwashing in the Energy Sector of Finland

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Mitronen, Lasse
dc.contributor.advisor Lindblom, Arto Roschier, Ilona 2018-12-07T17:00:22Z 2018-12-07T17:00:22Z 2018
dc.description.abstract Greenwashing is a worldwide phenomenon and a widespread ethical concern in the ever-globalizing world. It is still unclear how the environmental procedures of a company are perceived by consumers, and if these procedures follow ethical guidelines. This thesis studies the perceived greenwashing effect of companies practicing in the energy sector in Finland. The focus of this research is to find out how consumers see the green marketing communications of the aforementioned companies. Here, the perceived greenwashing effect from the consumer’s perspective is of interest. A literature review and an exploratory study were conducted to find out how these green communications are evaluated by consumers. Consequently, greenwashing leads to negative consumer attributions regarding the advertising company. The purchase intentions of consumers can be reduced through increasing greenwashing perceptions. In situations where the environmental performance of a company does not reflect the company’s commitments, consumers lack the contingency of finding relevant data to assess the truthfulness of the green advertising. en
dc.format.extent 83 + 18
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Greenwashing in the Energy Sector of Finland en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword Greenwashing en
dc.subject.keyword Perceived greenwashing en
dc.subject.keyword Energy sector en
dc.subject.keyword Finnish companies en
dc.identifier.urn URN:NBN:fi:aalto-201812075909
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.location P1 I fi
local.aalto.electroniconly yes
local.aalto.openaccess yes

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