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[{"key": "dc.contributor.advisor", "value": "Onkila, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Siev\u00e4nen, Lotta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-14T06:55:41Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-14T06:55:41Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103518", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This thesis examines how consumers can identify the greenwashing of corporate marketing communications and what factors influence this ability. The research is based on a qualitative study using semi-structured thematic interviews with ten participants, the target audience for environmental claims through different media. The results show that while consumers are generally critical of environmental claims, their ability to identify greenwashing varies considerably depending on individual factors such as education, critical thinking skills, media literacy, and personal experience. Interviewees who watch corporate marketing on social media were found to pay more attention to visual and emotional cues, while those who follow traditional media focused more on clarity of terminology and the existence of concrete evidence. Education and media literacy were found to be key tools for identifying misleading environmental cues, but trust in familiar certificates and traditional media sources also played a key role. The study underlines that although many consumers are sceptical about green marketing, this does not always lead to a change in behaviour. Moreover, the responsibility for identifying greenwashing is often unfairly placed on consumers, despite the complexity of environmental communication. The results highlight the need for clearer regulation, more transparency in corporate sustainability communication, and the inclusion of environmental and media literacy in education to help consumers better evaluate green claims.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa tutkitaan, kuinka hyvin kuluttajat pystyv\u00e4t tunnistamaan yritysten markkinointiviestinn\u00e4ss\u00e4 viherpesun. Tutkimus perustuu laadulliseen tutkimukseen, jossa k\u00e4ytet\u00e4\u00e4n puolistrukturoituja teemahaastatteluja, joihin osallistui kymmenen henkil\u00f6\u00e4, jotka olivat kohderyhm\u00e4\u00e4 ymp\u00e4rist\u00f6\u00e4 koskeville v\u00e4itteille eri medioiden kautta. Tuloksista k\u00e4y ilmi, ett\u00e4 vaikka kuluttajat suhtautuvat yleisesti ottaen kriittisesti ymp\u00e4rist\u00f6\u00e4 koskeviin v\u00e4itteisiin, heid\u00e4n kykyns\u00e4 tunnistaa viherpesu vaihtelee huomattavasti yksil\u00f6llisten tekij\u00f6iden, kuten koulutuksen, kriittisen ajattelun taitojen, medialukutaidon ja henkil\u00f6kohtaisen kokemuksen mukaan.\nSosiaalista mediaa seuraavien vastaajien havaittiin kiinnitt\u00e4v\u00e4n enemm\u00e4n huomiota visuaalisiin ja emotionaalisiin vihjeisiin, kun taas perinteist\u00e4 mediaa seuraavat vastaajat keskittyiv\u00e4t enemm\u00e4n terminologian selkeyteen ja konkreettisten todisteiden olemassaoloon. Koulutus ja medialukutaito osoittautuivat keskeisiksi v\u00e4lineiksi harhaanjohtavien ymp\u00e4rist\u00f6v\u00e4itteiden tunnistamisessa, mutta my\u00f6s luottamus tuttuihin sertifikaatteihin ja perinteisiin medial\u00e4hteisiin oli avainasemassa.\nTutkimuksessa korostetaan, ett\u00e4 vaikka monet kuluttajat suhtautuvat ep\u00e4ilev\u00e4sti ymp\u00e4rist\u00f6yst\u00e4v\u00e4lliseen markkinointiin, t\u00e4m\u00e4 ei aina johda k\u00e4ytt\u00e4ytymisen muutokseen. Lis\u00e4ksi vastuu viherpesun tunnistamisesta sys\u00e4t\u00e4\u00e4n usein ep\u00e4oikeudenmukaisesti kuluttajille, vaikka ymp\u00e4rist\u00f6viestint\u00e4 on monimutkaista. Tulokset korostavat tarvetta selke\u00e4mp\u00e4\u00e4n s\u00e4\u00e4ntelyyn, yritysten vastuullisuusviestinn\u00e4n avoimuuden lis\u00e4\u00e4miseen sek\u00e4 ymp\u00e4rist\u00f6- ja medialukutaidon sis\u00e4llytt\u00e4miseen koulutukseen, jotta kuluttajat voisivat paremmin arvioida vihreit\u00e4 v\u00e4itteit\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-14T06:55:40Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-14T06:55:41Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Consumers' identification of greenwashing in corporate marketing", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506145331", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Corporate Environmental Management", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Corporate Environmental Management", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://www.jyu.fi/fi/osc/kirjasto/tyoskentelytilat/laitteet-ja-tilat#toc-jyx-ty-asema.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://www.jyu.fi/en/osc/library/workspaces/facilities-and-equipment#toc-jyx-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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