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dc.contributor.authorBiot, Alexane
dc.contributor.authorMouhcine, Lina
dc.date.accessioned2020-11-04T14:44:05Z
dc.date.available2020-11-04T14:44:05Z
dc.date.issued2020
dc.identifier.urihttps://hdl.handle.net/11250/2686442
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020en_US
dc.description.abstractThis 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 licensingen_US
dc.language.isoengen_US
dc.publisherHandelshøyskolen BIen_US
dc.subjectmarkedsføringsledelseen_US
dc.subjectmarketing managementen_US
dc.subjectstrategisken_US
dc.subjectstrategicen_US
dc.titleFinal Thesis - Licensing effect on consumers in the ecofriendly fashion industryen_US
dc.typeMaster thesisen_US


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