Final Thesis - Licensing effect on consumers in the ecofriendly fashion industry

dc.contributor.author	Biot, Alexane
dc.contributor.author	Mouhcine, Lina
dc.date.accessioned	2020-11-04T14:44:05Z
dc.date.available	2020-11-04T14:44:05Z
dc.date.issued	2020
dc.identifier.uri	https://hdl.handle.net/11250/2686442
dc.description	Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020	en_US
dc.description.abstract	This paper studies moral licensing in ecofriendly fashion. The results show that ecofriendly fashion is fulfilling more than basic human needs: it fulfills psychological and moral needs as well. Some customers are therefore tempted, and sometime act on it, to buy more products that they wanted at first, because they do not feel guilty like when they buy regular clothes. It is even more true when people buy second-hand products, they have a good conscience and tend to buy more than necessary. Keywords: ecofriendly fashion, consumer behavior, moral licensing	en_US
dc.language.iso	eng	en_US
dc.publisher	Handelshøyskolen BI	en_US
dc.subject	markedsføringsledelse	en_US
dc.subject	marketing management	en_US
dc.subject	strategisk	en_US
dc.subject	strategic	en_US
dc.title	Final Thesis - Licensing effect on consumers in the ecofriendly fashion industry	en_US
dc.type	Master thesis	en_US