Sökning: "Ebba Juhlén"

Hittade 1 uppsats innehållade orden Ebba Juhlén.

  1. 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 kommunikation

    Författare :Ebba Juhlén; Nora Jonsson; [2020]
    Nyckelord :Greenwashing; Advertising; Corporate Social Responsibility; Audience Reception;

    Sammanfattning : 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