The effect of greenwashing on the Brand Image
Author
Sircu, Dumitru
Term
4. term
Publication year
2019
Pages
144
Abstract
This thesis examines how greenwashing influences brand image and the extent of that influence. Drawing on a literature review and a mixed-method approach that combines multiple case studies (e.g., FIJI Water, BP, Coca-Cola, McDonald’s, Starbucks, The Body Shop, Nestlé, and Apple) with a questionnaire-based survey, the study links concepts from green marketing and brand equity and analyzes changes in brand image before and after exposure to green claims and subsequent greenwashing. The empirical evidence shows that greenwashing negatively affects brand image; in some cases the harm appears short-lived and partially offset by positive green associations. Relationships between customer loyalty and general environmental knowledge and post-greenwashing brand image ratings were not statistically significant in this sample. While the existence of an effect is clear, its magnitude remains uncertain, highlighting the need for further research. The findings carry practical implications: firms risk long-term brand harm by engaging in greenwashing, and consumers benefit from greater skepticism toward environmental marketing; the study also cautions that greenwashing may become increasingly damaging to society and the environment.
Dette speciale undersøger, hvordan greenwashing påvirker brand image, og i hvilket omfang denne effekt gør sig gældende. Gennem et litteraturreview og en mixed-methods tilgang, der kombinerer flere casestudier (bl.a. FIJI Water, BP, Coca-Cola, McDonald’s, Starbucks, The Body Shop, Nestlé og Apple) med en spørgeskemaundersøgelse, kobler studiet begreber fra green marketing og brandequity og analyserer ændringer i brand image før og efter eksponering for grønne påstande og efterfølgende greenwashing. De empiriske resultater viser, at greenwashing har en negativ indvirkning på brand image; i nogle tilfælde synes skaden at være kortvarig og delvist opvejet af positive grønne associationer. Sammenhænge mellem kundeloyalitet og generel miljøviden og brand image-vurderinger efter greenwashing var ikke statistisk signifikante i dette materiale. Selvom effekten er tydelig, er dens størrelse uklar, hvilket understreger behovet for yderligere forskning. Resultaterne peger på praktiske implikationer: virksomheder risikerer langsigtet skade på deres brand ved at greenwashe, og forbrugere kan drage fordel af øget skepsis over for miljømarkedsføring; samtidig advares der om, at greenwashing kan blive stadig mere skadelig for samfund og miljø.
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