The impact of greenwashing on consumer brand attitude: A quantitative survey study on consumers' attitudes towards green advertising and its effect on consumer brand attitude in the energy industry
(2024) SKDK11 20241Department of Strategic Communication
- Abstract
- This study aims to gain a more nuanced understanding and explore consumers’ attitudes towards environmental sustainability advertisements in the energy industry and its effect on consumer brand attitude. Thus, the purpose is to identify and explain the relationship between these constructs. In doing so, this study contributes to the field of strategic communication by gaining knowledge within a limited and challenged sector for sustainability communication. Through a quantitative deductive research approach, survey responses were analysed using a.o. Independent sample t-test, Pearson correlation analysis and Mixed Model analysis with a sample of 70 respondents. The study looks at two specific advertisements from Swedish energy companies,... (More)
- This study aims to gain a more nuanced understanding and explore consumers’ attitudes towards environmental sustainability advertisements in the energy industry and its effect on consumer brand attitude. Thus, the purpose is to identify and explain the relationship between these constructs. In doing so, this study contributes to the field of strategic communication by gaining knowledge within a limited and challenged sector for sustainability communication. Through a quantitative deductive research approach, survey responses were analysed using a.o. Independent sample t-test, Pearson correlation analysis and Mixed Model analysis with a sample of 70 respondents. The study looks at two specific advertisements from Swedish energy companies, Preem and Vattenfall. The findings suggest that greenwashing has a significant effect on consumers’ brand attitude, demographics such as age, gender and educational level have an insignificant difference in advertisement attitude, a more positive attitude towards the advertisement is positively associated with consumer brand attitude, and lastly, there was no significant effect of negative brand perception on consumer brand attitude. (Less)
- Popular Abstract (Swedish)
- Studie syfte är att ge en mer nyanserad förståelse och utforska konsumenters attityder gentemot miljömässigt hållbara annonser inom energisektorn och dess påverkan på konsumenternas varumärkesattityd. Målet är att identifiera och förklara relationen mellan dessa begrepp. Genom detta bidrar studien till det strategiska kommunikationsfältet genom att fördjupa kunskapen inom en begränsad och utmanad sektor för hållbarhetskommunikation. Med en kvantitativ deduktiv forskningsansats analyserades enkätsvar med hjälp av bland annat Independent sample t-test, Pearson-korrelation och Mixed Model-analys, med ett urval av 70 respondenter. Studien undersöker två utvalda annonser från svenska energibolag, Preem och Vattenfall. Resultaten visar att... (More)
- Studie syfte är att ge en mer nyanserad förståelse och utforska konsumenters attityder gentemot miljömässigt hållbara annonser inom energisektorn och dess påverkan på konsumenternas varumärkesattityd. Målet är att identifiera och förklara relationen mellan dessa begrepp. Genom detta bidrar studien till det strategiska kommunikationsfältet genom att fördjupa kunskapen inom en begränsad och utmanad sektor för hållbarhetskommunikation. Med en kvantitativ deduktiv forskningsansats analyserades enkätsvar med hjälp av bland annat Independent sample t-test, Pearson-korrelation och Mixed Model-analys, med ett urval av 70 respondenter. Studien undersöker två utvalda annonser från svenska energibolag, Preem och Vattenfall. Resultaten visar att greenwashing har en betydande inverkan på konsumenternas varumärkesattityd. Demografiska faktorer såsom ålder, kön och utbildningsnivå visar ingen signifikant skillnad i attityd gentemot annonserna. En mer positiv attityd till annonserna är positivt associerad med konsumenternas varumärkesattityd, och slutligen påvisades ingen signifikant påverkan av negativ varumärkesuppfattning på konsumenternas varumärkesattityd. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9172329
- author
- Broström, Hedda LU and Hyllén, Linnea
- supervisor
- organization
- course
- SKDK11 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- Environmental sustainability, green marketing, greenwashing, attitude, brand perception, scepticism
- language
- English
- id
- 9172329
- date added to LUP
- 2024-08-27 10:23:54
- date last changed
- 2024-08-27 10:23:54
@misc{9172329, abstract = {{This study aims to gain a more nuanced understanding and explore consumers’ attitudes towards environmental sustainability advertisements in the energy industry and its effect on consumer brand attitude. Thus, the purpose is to identify and explain the relationship between these constructs. In doing so, this study contributes to the field of strategic communication by gaining knowledge within a limited and challenged sector for sustainability communication. Through a quantitative deductive research approach, survey responses were analysed using a.o. Independent sample t-test, Pearson correlation analysis and Mixed Model analysis with a sample of 70 respondents. The study looks at two specific advertisements from Swedish energy companies, Preem and Vattenfall. The findings suggest that greenwashing has a significant effect on consumers’ brand attitude, demographics such as age, gender and educational level have an insignificant difference in advertisement attitude, a more positive attitude towards the advertisement is positively associated with consumer brand attitude, and lastly, there was no significant effect of negative brand perception on consumer brand attitude.}}, author = {{Broström, Hedda and Hyllén, Linnea}}, language = {{eng}}, note = {{Student Paper}}, title = {{The impact of greenwashing on consumer brand attitude: A quantitative survey study on consumers' attitudes towards green advertising and its effect on consumer brand attitude in the energy industry}}, year = {{2024}}, }