Sökning: "Ana Desnica"

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  1. 1. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Ana Desnica; Sara Hawat; [2022]
    Nyckelord :Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

    Sammanfattning : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. LÄS MER