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Advertising Skepticism: The influence of demographic factors, consumerism and green washing in the organic food industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on our planet and the environment. Not only experts, but also consumers, have become increasingly concerned about the environment. This increased awareness and concern has increased consumers’ interest in purchasing environmentally friendly food products, and has caused companies to focus on programs intent on reducing their environmental impact and helping the environment. Companies have introduced more environmentally friendly food products, accessible on a large scale, and have changed their communication to focus more on green products and green product attributes.

Scandinavian countries have some of the largest numbers of organic food consumers in Europe and the world, with the Swedish organic food industry measuring the highest growth rate in organic food sales in 2015. Therefore, this study focuses on the Swedish green food industry.

A major way for companies to make consumers aware of their available environmentally friendly food products is through green advertising. An increasingly frequent problem, however, is that consumers tend to distrust these green ads. They have knowledge of green washing practices and misleading information in green advertising.

In this thesis, the relationships between green consumerism, green washing and green advertising skepticism were investigated. The potential relationship between demographic factors such as gender, age, income and level and area of study, and green advertising skepticism were tested as well. A research model with three main hypotheses was used in this thesis. The results showed a significant relationship between green consumerism and green advertising skepticism when green washing was a moderator. There was also a significant negative relationship between attitude towards green products and green advertising skepticism and a positive relationship between environmental concern and green advertising skepticism. There existed no significant relationship between the tested demographic factors and green advertising skepticism in the Swedish green food industry. 

Place, publisher, year, edition, pages
2016. , 79 p.
Keyword [en]
Green Washing, Green Skepticism, Green Advertising Skepticism, General Advertising Skepticism, Green Consumerism, Environmental Concern, Attitude towards Green Products, Green Purchase Behavior, Demographics, Organic, Environmental Friendly Food Products
National Category
Business Administration Communication Studies
URN: urn:nbn:se:lnu:diva-53651OAI: diva2:938394
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
2016-05-26, M1050, Växjö, 10:00 (English)
Available from: 2016-06-17 Created: 2016-06-16 Last updated: 2016-06-17Bibliographically approved

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