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Uncovering the different shades of greenwashing and their effects on brand loyalty and trust in the automobile industry
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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.
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Palavras-chave
Sustainability Consumer behavior Greenwashing Green marketing Brand trust Brand loyalty Criminal greenwashing