Consumer Perception about Green Marketing: Really Green or just Green washed?

Umer Sial, Muhammad (2019) Consumer Perception about Green Marketing: Really Green or just Green washed? masters thesis, Griffith College.

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Times have changed and global warming is real, it has become a threat due to which people and organizations all over the world has started taking it seriously. These elements gave rise to the concept of green marketing. Green marketing became successful but along with the hype of green marketing a new concept came to light- green washing. Although several researches on green marketing has been carried out worldwide; there is little academic research conducted on consumer perception about green marketing campaigns. This study examines whether consumer thinks of green marketing practices followed by Fast Moving Consumer Goods firms green or green washed. Quantitative Data was collected from 209 participants by circulating questionnaire via social media to accept or reject the hypotheses. Data analysis was done through SPSS software and Microsoft Excel, the final results indicated that consumer believes green marketing practices to be green, they trust in the campaigns and have positive influence on their minds about such firms, the results further exhibited that basic environment knowledge was present among participants but their final purchase was based on their own interests rather than green marketing campaigns.

Item Type: Thesis (masters)
Uncontrolled Keywords: Global brand management, Green marketing
Subjects: H Social Sciences > HF Commerce
Divisions: Graduate Business School > MSc in Global Brand Management
Depositing User: Ms Dimphne Ni Bhraonain
Date Deposited: 23 Oct 2019 10:55
Last Modified: 23 Oct 2019 10:55

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