Sökning: "Green advertising"

Visar resultat 1 - 5 av 48 uppsatser innehållade orden Green advertising.

  1. 1. Att gestalta hållbarhetskommunikation ur ett CSR-perspektiv : En kvalitativ innehållsanalys av svenska barnklädesföretags hållbarhetsrapporter

    Kandidat-uppsats, Karlstads universitet/Fakulteten för humaniora och samhällsvetenskap (from 2013)

    Författare :Orawan Johansson Sikhinaram; Martina Askebrink; [2022]
    Nyckelord :CSR; Strategic communication; Sustainability; Green advertising; Framing theory; Children’s clothing; Fast-fashion; qualitative content analysis; CSR; Strategisk kommunikation; Hållbarhet; Grön marknadsföring; Gestaltningsteorin; Barnkläder; Fast-fashion; kvalitativ innehållsanalys;

    Sammanfattning : Hållbarhetsfrågor är en ständig diskussion som på senare år har intensifierats. I och med detta kräver både lagstiftningen och samhället idag att företagen ska arbeta och redovisa sitt hållbarhetsarbete. LÄS MER

  2. 2. 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

  3. 3. Values in Vogue : nylanserade Vogue Scandinavia : normbrytande eller vinstdrivande?

    Kandidat-uppsats, Lunds universitet/Journalistik

    Författare :Emma Henriksen; Sanna Persson; [2022]
    Nyckelord :Vogue Scandinavia; values; female empowerment; sustainability; discourse analysis; political economy; commodified feminism; Social Sciences;

    Sammanfattning : The newly launched Vogue Scandinavia has presented their values which we have defined as “female empowerment” and “sustainability”. This essay explores, through a qualitative content analysis and discourse analysis, how these values are expressed in the first issue and in what ways they correspond with the magazine’s content. LÄS MER

  4. 4. The "green" generation Z : An exploratory study on how greenwashing affects consumers' attitude formation

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Lovisa Larsson; Gustav Hansson; Alice Smygegård; [2022]
    Nyckelord :Greenwashing; Attitude formation; Attitude; ABC-model; Affect; Behavior; Cognition; Hierarchy of affects; Fast fashion;

    Sammanfattning : Background: Consumers are today valuing sustaible brands and products, and green advertising has become an important part of marketing. Sometimes brand do not live up to their green claims and perform what is known as greenwashing. LÄS MER

  5. 5. GREEN SKEPTICISM : How green intentions can lead to brown choices

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Linnéa Lundin; [2021]
    Nyckelord :CSR; green advertising; green washing; scepticism; consumer behaviour;

    Sammanfattning : Although much is known about the conscious consumer, very little is known about green advertising. Given the growing attention placed on environmental issues and the heavy reliance of the consuming public on mass media, the dire lack of credibility in green advertising is in a shocking state. LÄS MER