A master thesis from Aalborg University
IM_thesis_RodolpheHELDERWERDT: The attitude of Generation Y regarding the green washing in the food industry
Author(s)
Term
4. term
Publication year
2017
Submitted on
2017-06-06
Abstract
This thesis will lead to greater insights of generation Y attitudes regarding green washing. Generation Y is coming in their highest spending level; therefore, it is key for companies to understand this segment which is the biggest segment living nowadays. A board literature review is provided in order to have a clear understanding about who is really Generation Y and what are their specificities for their buying decision process. More precisely, the different influences that comes in the game when buying a green product. Focus group will allow to have a better understanding of generation Y’s level of awareness between food and green products and the role of green washing. It will also allow to understand their expectations and motivation regarding green food products. During different aspect of green washing will be tested on the participants, such as their level of awareness regarding labels, different aggregates, the food companies’ communication influence, the role of the government and their role regarding companies. This thesis provides first insight about the generation Y and their attitude about greenwashing and the food industry and can be the base of further research achieved in a quantitative way. Recommendations for companies will be provided after all in order to give them more information about what they should do in order to fulfill perfectly millennial’s need regarding green products and why they should stop completely to do green washing.
Documents
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