IM_thesis_RodolpheHELDERWERDT: The attitude of Generation Y regarding the green washing in the food industry
Author
Helderwerdt, Rodolphe
Term
4. term
Publication year
2017
Submitted on
2017-06-06
Abstract
Denne afhandling undersøger, hvordan Generation Y (millennials) opfatter greenwashing – det vil sige vildledende “grønne” påstande – med fokus på fødevareområdet. Det er vigtigt, fordi denne store forbrugergruppe er på vej ind i sine højeste forbrugsår, og virksomheder har behov for at forstå deres holdninger og købsadfærd. En bred litteraturgennemgang skaber overblik over, hvem Generation Y er, og hvilke faktorer der påvirker deres beslutninger, når de overvejer at købe “grønne” produkter. Gennem fokusgrupper belyses deltagernes kendskab til grønne fødevarer, deres forventninger og motivationer, samt hvilken rolle greenwashing spiller i deres valg. Undersøgelsen afprøver forskellige aspekter af greenwashing, herunder opmærksomhed på miljømærker, reaktioner på produktpåstande og virksomheders kommunikation samt syn på regeringens rolle og virksomheders ansvar. Afhandlingen giver de første indblik i Generation Y’s holdninger til greenwashing i fødevareindustrien og danner grundlag for videre, kvantitativ forskning. Til sidst præsenteres anbefalinger til virksomheder om, hvordan de kan imødekomme millennials’ behov for reelt bæredygtige produkter, og hvorfor greenwashing bør undgås.
This thesis examines how Generation Y (millennials) perceive greenwashing—misleading “green” claims—with a focus on the food sector. This matters because millennials are a large consumer group entering their peak spending years, and companies need to understand their attitudes and buying behavior. A broad literature review clarifies who Generation Y is and what shapes their decisions when considering “green” products. Focus groups explore participants’ awareness of green food products, their expectations and motivations, and the role greenwashing plays in their choices. The study probes different elements of greenwashing, including awareness of eco-labels, reactions to product claims and company communications, and views on the roles and responsibilities of government and businesses. The thesis offers initial insights into Generation Y’s attitudes toward greenwashing in the food industry and provides a foundation for further quantitative research. It concludes with recommendations for companies on how to meet millennials’ needs for genuinely sustainable products and why greenwashing should be avoided.
[This abstract was generated with the help of AI]
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