Harrison, AndrewDickel, Mira Carlotta2024-10-092024-10-092023-06-062023-06-06http://hdl.handle.net/10362/173230This 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.engSustainabilityConsumer behaviorGreenwashingGreen marketingBrand trustBrand loyaltyCriminal greenwashingmaster thesis203516230