Greenwashing : consumer perspective

Abstract

Greenwashing has become a sophisticated issue of green marketing. The demand for green products increases from consumers so does greenwashing. Greenwashing is a misleading practice, which is widely used by companies, and aims to lure customers into assuming they are offered environmental-friendly products.

The objective of this thesis was to investigate greenwashing phenomenon and consumer perceptions of it. Additionally, the author explored underlying reasons for buying green and consumers' perceptions of environmental claims and advertising.

This study was conducted by employing a qualitative research method. Specifically, the author collected in altogether eleven semi-structured interviews for the data analysis. In addition, respondents were asked to complete two additional exercises: ranking environmental claims and evaluating greenwashed and environmental advertisements.

The findings of this study show that awareness of greenwashing is low as majority of respondents were not familiar with the concept. Moreover, greenwashing has been considered problematic. Consumers expressed difficulties in identifying greenwashing. It is evident that greenwashing is effective in persuading consumers of purchasing a greener product than it is in the reality, thus consumers are vulnerable. Respondents were more sceptical once they got familiar with the greenwashing phenomenon. Additionally, the majority of respondents both stated to terminate a relationship with and expressed agitated feelings towards indigenous companies.

This thesis is one of few qualitative studies to contribute to greenwashing research field and its effects on consumers as the previous research is prevailed with quantitative studies. Furthermore, the research not only increases consumer awareness but also contributes to positive social change.