Study of the effects of greenwashing on green consumer confusion, green perceived risk and green trust.

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2020
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
43+4
Series
Abstract
Objectives The main objectives of this study were to examine the effects of greenwashing on consumer behavior. More specifically, to explore the relationships between greenwashing and green consumer confusion, green perceived risk and further, green trust. These constructs have not been studies among Finnish consumers who have purchased ‘green’ products, and this study seeks to fill that gap in the research of consumer behavior. Summary First, literature on greenwashing, green consumer confusion, green perceived risk and green trust was reviewed. This thesis attempts to test the effects of greenwashing on these constructs. The focus of this study is on Finnish consumers’ who have bought products that are classified as ‘green’. Five hypotheses were studied by conducting and analyzing an online survey. Conclusions The study revealed that greenwashing has a positive effect on consumers’ green consumer confusion and green perceived risk, and a negative effect on green trust. In addition, green consumer confusion and green perceived risk have a negative mediating effect on green trust.
Description
Thesis advisor
Singh, Jaywant
Keywords
greenwashing, green marketing, consumer behavior, green consumer confusion, green perceived risk, green trust
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Citation