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1. ”Walk the talk och inte bara talk the talk”: En studie om studenters medvetenhet om och attityder till greenwashing i reklam
Kandidat-uppsats, Uppsala universitet/Medier och kommunikationSammanfattning : The purpose of this study is to clarify university students’, between the ages of 18 and 25 years, awareness of and attitudes towards greenwashing in advertising as well as understand a potential connection between their awareness and attitudes and their perceived environmental engagement. One quantitative method and one qualitative method were used to collect data; an online survey with 148 respondents was conducted, and three separate focus group interviews were held and later transcribed and analyzed through a qualitative text analysis. LÄS MER