Green or Greenwashed? Examining Brand Loyalty and Consumer Behavior Towards Eco-Friendly Cosmetics
Abstract
This master thesis studies consumers' desire to investigate greenwashing and how greenwashing awareness, knowledge, interest, brand loyalty, and beliefs about potential trade-offs when choosing a green product impact, the consumer's desire to investigate greenwashing. This thesis addresses the need for more examination in the greenwashing literature of consumer acceptance of greenwashing by their favourite brands. This factor could minimize the risks associated with greenwashing. The mediating effect of green ad scepticism is also considered. The existing greenwashing literature lacks studies testing consumers' concerns about greenwashing performed by their favourite brands. Brand loyalty might be one factor affecting consumers' reactions to greenwashing, thus it is important to investigate brand loyalty as one of the factors that might reduce the risks associated with greenwashing.
This quantitative research was done through an online survey. The participants took part in an experiment where greenwashing was manipulated through an article stating that greenwashing was either performed by their favourite brand or by cosmetic brands in general, after the manipulation respondents were asked how likely they would be to investigate the advertisement of their favourite brand/general cosmetic brand after seeing it, measuring their desire to investigate greenwashing. This study did not reveal any significant differences between the two groups. However green ad scepticism was shown to affect consumers’ willingness to investigate greenwashing claims. These findings as well as future research recommendations will be discussed later in more depth.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024