Astoux, Louise (A.A. 2022/2023) Greenwashing and consumer credibility: a study of sustainable marketing strategies. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 48. [Bachelor's Degree Thesis]

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Abstract/Index

Brief overview of the importance of sustainability in marketing. Explanation of the concept of greenwashing. Research question and objectives. Literature review. Definition of greenwashing. Historical review of greenwashing. Different types of greenwashing. The impact of greenwashing on consumer behavior and attitudes. The effectiveness of current regulations and certification systems in preventing greenwashing. The role of marketing in promoting genuine sustainability and building consumer trust. Methodology. Research design: survey research. Sampling method and sample size. Data collection method. Variables and operationalization. Data analysis method: descriptive statistics. Results. Descriptive statistics. Analysis of the results. Discussion. Interpretation of the results. Discussion of the findings in the context of the literature review. Implications for marketing practice. Limitations of the study. Suggestions for future research.

References

Bibliografia: pp. 46-47.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Marketing
Thesis Supervisor:	Devetag, Maria Giovanna
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Oct 2023 09:21
Last Modified:	26 Oct 2023 09:21
URI:	https://tesi.luiss.it/id/eprint/36735

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