publication . Bachelor thesis . 2016

Relationship between green marketing strategies and green marketing credibility among Generation Y

Garcia Sandoval, Michelle Haeberli; Manon Padilla, Alejandro;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Country: Sweden
Abstract
Since terms like “sustainability” and “consumer consciousness” were introduced, green products began being integrated into consumers’ lifestyles. But due to the greenwashing practices that took place during the 90’s consumers refrain to buy green products because they do not trust the advertising released by marketers. The purpose of this thesis is to explore the relationship between green advertising credibility (dependent variable) and price sensitiveness, and the four proposed green marketing strategies: sell functional value, market green status and image, the pure-green approach and the holistic brand (independent variables), in order to provide a marketing...
Subjects
free text keywords: green marketing strategies, generation y, millennials, greenwashing, advertising credibility
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