Publicação
Uncovering the different shades of greenwashing and their effects on brand loyalty and trust in the automobile industry
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Harrison, Andrew | |
| dc.contributor.author | Dickel, Mira Carlotta | |
| dc.date.accessioned | 2024-10-09T10:42:33Z | |
| dc.date.available | 2024-10-09T10:42:33Z | |
| dc.date.issued | 2023-06-06 | |
| dc.date.submitted | 2023-06-06 | |
| dc.description.abstract | This thesis examines how different degrees of greenwashing impact consumers' brand loyalty and trust in the automotive industry. An overview of the concepts of green marketing and greenwashing is provided in the literature review. The review further outlines the different shades of greenwashing, using the Volkswagen Emissions scandal as a real-life example of criminal greenwashing. According to the quantitative research results, different greenwashing degrees affect brand trust more than loyalty, with criminal greenwashing having the strongest negative impact. Additionally, this study supports the idea that authentic green marketing is more effective to build brand loyalty and trust than greenwashing. | pt_PT |
| dc.identifier.tid | 203516230 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/173230 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Sustainability | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Greenwashing | pt_PT |
| dc.subject | Green marketing | pt_PT |
| dc.subject | Brand trust | pt_PT |
| dc.subject | Brand loyalty | pt_PT |
| dc.subject | Criminal greenwashing | pt_PT |
| dc.title | Uncovering the different shades of greenwashing and their effects on brand loyalty and trust in the automobile industry | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management, from the Nova School of Business and Economics. | pt_PT |