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How does consumer awareness of greenwashing influence their purchasing decision of circular products?
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Orientador(es)
Resumo(s)
The fashion industry, a significant contributor to environmental pollution, faces growing pressure to adopt sustainable practices. However, issues like greenwashing undermine consumer trust. Circular consumption provides a transparent pathway to sustainability, but consumer behavior remains influenced by factors such as environmental concern and green consumption confusion. This thesis investigates how consumer awareness of greenwashing impacts purchasing decisions for circular products. By testing a conceptual model that
integrates environmental concern and green consumption confusion, this research seeks to address a critical gap in understanding consumer behavior. Ultimately, this study offers insights into advancing the transition towards a more sustainable fashion industry.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Sustainability Fashion Industry Greenwashing Circular Consumption Environmental Concern Green Consumption Confusion SDG 12 - Responsible production and consumption SDG 13 - Climate action SDG 17 - Partnerships for the goals