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[{"key": "dc.contributor.advisor", "value": "Munnukkas, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jussila, Lotta", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-04T06:48:12Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-04T06:48:12Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68046", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n hetkinen maailmantilanne on tehnyt vihreist\u00e4 arvoista megatrendin, my\u00f6s\nmarkkinoinnin saralla. Perinteisesti vihre\u00e4 markkinointi ja sen tutkiminen on keskittynyt\nekologisiin (vihreisiin) tuotteisiin ja palveluihin. Viime aikoina huomio ovat eneneviss\u00e4 m\u00e4\u00e4rin\nkeskittynyt ep\u00e4ekologisiin aloihin, kuten \u00f6ljytuotantoon, ja n\u00e4iden alojen toimijoilta on vaadittu\nvastuuta ekologisiin kysymyksiin. Vaikka vihre\u00e4n mainonnan tutkimus on laajaa,\nep\u00e4ekologisten toimijoiden vihre\u00e4\u00e4 mainontaa on tutkittu vain v\u00e4h\u00e4n. V\u00e4h\u00e4inen tutkimus on\nollut yksimielist\u00e4: vihre\u00e4 mainonta ep\u00e4ekologisilta toimijoilta n\u00e4hd\u00e4\u00e4n viherpesuna ja sit\u00e4 tulisi\nv\u00e4ltt\u00e4\u00e4. Mutta ent\u00e4 nyt kun n\u00e4m\u00e4 toimijat eiv\u00e4t en\u00e4\u00e4 yhteiskunnan paineessa voi vaieta? Miten\nep\u00e4ekologisilla aloilla toimivien yritysten tulisi toteuttaa vihre\u00e4\u00e4 mainontaa vaikuttamatta\nviherpesulta? Sen selvitt\u00e4minen on t\u00e4m\u00e4n tutkimuksen tavoite.\nTeoriaa l\u00e4hestyt\u00e4\u00e4n kahdelta n\u00e4k\u00f6kulmalta. Ensinn\u00e4kin otetaan huomioon vihre\u00e4n mainonnan\nsek\u00e4 vihre\u00e4n kuluttajuuden erityispiirteet. Toiseksi l\u00e4hestyt\u00e4\u00e4n br\u00e4ndin yhtenevyyden teorioita.\nPerinteisesti mainonnassa on pyritty br\u00e4ndin yhtenevyyteen, mutta viimeaikainen tutkimus\nosoittaa, ett\u00e4 ristiriita saattaa hy\u00f6dynt\u00e4\u00e4 br\u00e4ndi\u00e4, kunhan ep\u00e4yhtenevyyteen l\u00f6ydet\u00e4\u00e4n ratkaisu.\nT\u00e4m\u00e4 johtaa esitettyyn teoreettiseen viitekehykseen, joka ehdottaa, ett\u00e4 mik\u00e4li yrityksen br\u00e4ndi\nja vihre\u00e4t arvot ovat ep\u00e4yhtenevi\u00e4, tietyt piirteet (mainonnan, yleis\u00f6n, br\u00e4ndin) johtavat joko\nep\u00e4yhtenevyyden ratkaisuun, jolloin mainosta ei pidet\u00e4 viherpesuna. Jos ratkaisua ei saavuteta,\nmainos tulkitaan viherpesuksi. Viitekehyst\u00e4 testattiin puolistrukturoiduilla haastatteluilla\nvihreiden ja ei-vihreiden kuluttajien kanssa.\nTutkimuksen tulokset vahvistavat viitekehyksen toimivuuden. Vastoin aiempaa tutkimusta,\nep\u00e4ekologisten yritysten vihre\u00e4 mainonta ei ole ehdoton ei. Kuluttajat eiv\u00e4t suhtaudu asiaan\nmustavalkoisesti, vaan haluavat kannanottoja my\u00f6s ep\u00e4ekologiselta puolelta. T\u00e4rke\u00e4\u00e4 kuitenkin\non, ett\u00e4 kuluttaja pystyy ymm\u00e4rt\u00e4m\u00e4\u00e4n yhteyden yrityksen br\u00e4ndin ja vihre\u00e4n mainonnan\nv\u00e4lill\u00e4, eli saavuttaa ratkaisun. T\u00e4ss\u00e4 yritys voi avustaa kuluttajaa tarjoamalla tarkkaa, helposti\nymm\u00e4rrett\u00e4v\u00e4\u00e4 ja luotettavaa tietoa konkreettisista vihreist\u00e4 toimistaan. Lis\u00e4ksi yrityksen tulee\nharkita tarkkaan mainonnan tyylivalintoja ja kohdentaa mainonta yleis\u00f6n ymp\u00e4rist\u00f6huolen\nperusteella. T\u00e4rkeint\u00e4 kuitenkin on pysy\u00e4 aitona esitt\u00e4miens\u00e4 arvojen takana. Ainoa varma keino\nv\u00e4ltt\u00e4\u00e4 viherpesun mielikuva on v\u00e4ltt\u00e4\u00e4 viherpesua.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The current environmental situation has turned green values into a megatrend, also in the field\nof marketing. Traditionally, research on green marketing has focused on ecological (green)\nproducts and services. However, lately focus has increasingly turned to non-green industries,\nfor example oil companies, and actors in these industries have been urged to take responsibility.\nAlthough research on green marketing has been vast, research on green marketing by non-green\ncompanies has been limited. The slim research has been unanimous: green advertising by nongreen companies is seen as greenwashing and thus should be avoided. But what if these\ncompanies can no longer stay silent due to societal pressure? How can non-green companies\nexecute green advertising without being perceived as greenwashing? Finding the answer to this\nquestion is the objective of this research.\nTheory is approached from two different perspectives. First theory chapter will look into the\ncharacterstics of green advertising and consumer\u2019s environmental concern. Second theory\nchapter explores brand congruence theories. Traditionally advertising has aimed at brand-ad\ncongruence, but recent research suggests that incongruence may be beneficial to the brand, as\nlong as it is resolvable. This leads to the suggested theoretical framework. Framework suggests\nif the environmental values and brand are incongruent, some characteristics (of advertising,\naudience, brand) lead to incongruence resolution, whereupon the advertisement is not perceived\nas greenwashing. If resolution is not achieved, the advertisement will be perceived as\ngreenwashing. The framework was tested using semi-structured interviews with both\nconsumers with high level of environmental concern as well as those with a low level of\nenvironmental concern.\nThe findings confirm the theoretical framework. Contradicting previous research, findings\nsuggest that green advertising by non-green companies should not be seen as downright\nforbidden. Consumers do not see the issue as \u201cblack and white\u201d but are rather eager to hear\nstatements from actors in the non-green industries. However, it is crucial that the consumer can\nunderstand that connection between the company brand and green advertising, ergo that the\nincongruence is resolvable. Companies can aid consumers to achieve this resolution by\nproviding specific, understandable and reliable information on their concrete green actions.\nMoreover, companies should carefully consider the style in their advertising and target their\nadvertising based on the audiences\u2019 level of environmental concern. The most important factor,\nhowever, is to stay true to the green values. The only certain way to avoid being perceived as\ngreenwashing, is to avoid greenwashing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-03-04T06:48:12Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-04T06:48:12Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "74", "language": "", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "green marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "greenwashing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand congruence", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer environmental concern", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Going green or greenwashing? : perceived environmental brand incongruence in green advertising", "language": "", "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-202003042268", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ymp\u00e4rist\u00f6tietoisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kulutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "environmental awareness", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sustainable consumption", "language": null, "element": "subject", "qualifier": "yso", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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