The Effect of Greenwashing on Consumer Perception
Authors
Jensen, Amanda Juul ; Frøkjær, Oliver
Term
4. term
Publication year
2020
Submitted on
2020-06-02
Pages
117
Abstract
Dette speciale undersøger, hvordan greenwashing—når virksomheder fremsætter vildledende eller overdrevne miljøpåstande—påvirker forbrugeres opfattelse af brands. En litteraturgennemgang identificerede centrale begreber og førte til seks hypoteser om, hvilke dele af forbrugeropfattelsen der kan blive påvirket. Hypoteserne blev testet via et elektronisk spørgeskema med 204 respondenter fra tre institutter på Aalborg Universitet og analyseret med statistiske metoder samt sammenholdt med tidligere studier. Gennemgangen pegede på to forhold, der præger oplevet greenwashing (forbrugernes oplevelse af, at en brand greenwasher): subjektiv miljøviden (hvor meget man selv mener at vide om miljøforhold) og om produktet er et lavt eller højt involveringskøb (hverdagsvare versus mere vigtigt køb). Højere grad af oplevet greenwashing hang sammen med en mere negativ vurdering af brandet—lavere tillid, svagere brandassociationer og lavere brandtroværdighed. Resultaterne ligger i tråd med tidligere forskning og præciserer, hvordan greenwashing kan skade forbrugeres opfattelse af brands.
This thesis examines how greenwashing—when companies make misleading or exaggerated environmental claims—shapes consumers’ perceptions of brands. A literature review identified key concepts and led to six hypotheses about which parts of consumer perception might be affected. These hypotheses were tested using an electronic questionnaire with 204 respondents from three institutes at Aalborg University, analyzed with statistical methods and compared with earlier studies. The review highlighted two factors that influence perceived greenwashing (the extent to which consumers feel a brand is greenwashing): subjective environmental knowledge (how much people think they know about environmental issues) and whether the product is a low- or high-involvement purchase (everyday item versus a more important purchase). Higher perceived greenwashing was linked to more negative brand evaluations—lower consumer trust, weaker brand associations, and reduced brand credibility. The findings are consistent with prior research and clarify how greenwashing can harm brand perceptions.
[This abstract was generated with the help of AI]
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