Consumers' identification of greenwashing in corporate marketing
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 t...
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| Other Authors: | , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/103518 |