A quantitative study on consumer attitudes towards sustainability pre- and post-exposure to green advertising

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School of Business | Bachelor's thesis
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Authors

Date

2020

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

48 + 26

Series

Abstract

Objectives The main objective of this study was to explore whether green advertising can increase the attitudes of Finnish consumers towards sustainability. Other objectives of the study included finding out to which extent do demographic variables of age, gender and educational level moderate the respondents’ attitudes towards these topics. Summary First, previous literature concerning the topics of sustainability, green advertising and consumer attitudes was explored and analysed. Then, a quantitative study was conducted in the form of an online questionnaire to measure Finnish consumers’ attitudes towards sustainability pre- and post-exposure to green advertising. The results were then analyzed and discussed, taking into consideration the demographic variance of respondents. Conclusions The study revealed that green advertising did not significantly affect the respondents’ attitudes towards sustainability. However, the means suggest a slight positive increase, which could be further tested with a larger sample size. Additionally, the study found that female respondents were more positive towards sustainability than males, but no significant variation was found for age or educational level.

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Thesis advisor

Singh, Jaywant

Keywords

sustainability, green advertising, green marketing, consumer behaviour

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https://urn.fi/URN:NBN:fi:aalto-202005103084

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[kand] Kauppakorkeakoulu / BIZ