Greenwashings effect on Brand Image within the fashion industry
Author
Dahl, Rebekka Agesen
Term
4. Semester
Publication year
2024
Abstract
Specialet undersøger, hvordan greenwashing påvirker brand image i modebranchen, i en kontekst hvor industrien er stærkt miljøbelastende og både EU og forbrugere lægger pres på bæredygtige praksisser. Med udgangspunkt i et pragmatisk videnskabssyn og aktørsynet defineres og tilpasses begreberne greenwashing og brand image til undersøgelsen, herunder underdimensioner: greenwashing måles som forskellen mellem forbrugernes forventninger og oplevelser (perceptioner), mens brand image afdækkes gennem brand attributes og brand benefits. Data indsamles via en spørgeskemaundersøgelse, og analyseres i SPSS med reliabilitetsmåling (Cronbach’s alpha) og regressionsanalyser for at teste en nulhypotese om ingen sammenhæng og en alternativ hypotese om effekt. Resultaterne fortolkes i lyset af branchens udfordringer, med fokus på implikationer, begrænsninger og forslag til fremtidig forskning; specifikke fund fremgår ikke af det leverede uddrag.
This thesis examines how greenwashing affects brand image in the fashion industry, set against the sector’s significant environmental impact and pressure from the EU and consumers to adopt sustainable practices. Grounded in a pragmatic paradigm and an actor-oriented approach, the study defines and tailors the concepts of greenwashing and brand image, including their dimensions: greenwashing is measured as the gap between consumer expectations and perceptions, while brand image is assessed through brand attributes and brand benefits. Data were collected via a survey and analyzed in SPSS using reliability checks (Cronbach’s alpha) and regression analyses to test a null hypothesis of no relationship and an alternative hypothesis of an effect. Findings are interpreted with attention to industry context, implications, limitations, and avenues for future research; specific results are not provided in the excerpt.
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