Relationship between green marketing strategies and green marketing credibility among Generation Y

Sammanfattning: Since terms like “sustainability” and “consumer consciousness” were introduced, green products began being integrated into consumers’ lifestyles. But due to the greenwashing practices that took place during the 90’s consumers refrain to buy green products because they do not trust the advertising released by marketers. The purpose of this thesis is to explore the relationship between green advertising credibility (dependent variable) and price sensitiveness, and the four proposed green marketing strategies: sell functional value, market green status and image, the pure-green approach and the holistic brand (independent variables), in order to provide a marketing solution that reduces the green marketing skepticism. A questionnaire conducted through an online platform was distributed among Millennials, the collected data was analyzed by using linear regression method, and Pearson’s correlation on the SPSS software package. At the end of the study from the results obtained, the Holistic Brand Strategy and Selling Functional Value showed to be the optimal strategies to address Millennials and improve Green Advertising Credibility.