From greenwashing to green value: trust, sustainability and brand loyalty
Ascenzi, Federica (A.A. 2024/2025) From greenwashing to green value: trust, sustainability and brand loyalty. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 86. [Master's Degree Thesis]
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Abstract/Index
Theoretical foundations: sustainability, brand equity and consumer trust. Defining brand equity: dimensions, drivers and measurement. Sustainable branding: definitions, frameworks and trends. The impact of sustainability on brand value. Consumer trust as a mediating variable. Managerial and contextual challenges in sustainable branding. Bridging intention and perception: the execution gap in sustainable branding. Internal barriers: reconciling sustainability with profitability. Fragile nature of trust: the risks of greenwashing and erosion of consumer trust. The role of transparency and perceived authenticity. Consumer responses to sustainable branding: loyalty, advocacy and willingness to pay. Managerial recommendations: strategies to build credibility and brand value. Research methodology and empirical analysis. Research design and hypotesis devlopment. Experimental procedure and survey structure. Measures and scales. Sampling and data collection procedure. Data analysis.
References
Bibliografia: pp. 82-85.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Mar 2026 15:29 |
| Last Modified: | 18 Mar 2026 15:29 |
| URI: | https://tesi.luiss.it/id/eprint/45167 |
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