Marknadsförings (o)förmåga att bidra till konsumtion av grönt mode : En studie om hur modeföretags gröna marknadsföring påverkar gapet mellan unga konsumenters attityder till grönt mode och deras faktiska köpintentioner.

Sammanfattning: The purpose of this thesis is to investigate how green marketing can bridge the gap between young consumers' attitudes towards green fashion and their actual purchase intentions. In order to identify and gain an understanding of the factors that influence the effect of green marketing, a multi-research method is used (a combination of qualitative and quantitative methods). The qualitative data is collected through focus groups and is analyzed using thematic analysis. The findings from the focus groups are summarized as three themes: green identity, environmental knowledge, and consumer cynicism. The quantitative data is collected through a questionnaire that is based on the three identified themes. The quantitative data has two main functions, a descriptive one, as it examines a larger sample, and the ability to study the correlation between the identified factors and the affected purchase intention.  The result presents that the green gap between young consumers' attitudes toward green fashion and their purchase intentions is affected by fashion companies' green marketing on social media. The results of the combined statistical and thematic analysis show a significant negative correlation between two of the identified themes (environmental knowledge and consumer cynicism) and the variable affected purchase intention. The third identified theme, green identity, indicates a positive significant correlation with affected purchase intention, although the correlation is weak.