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A typology of greenwashing practices in consumer advertisement

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Dumont, Céline ULiège
Promotor(s) : Delcourt, Cécile ULiège
Date of defense : 21-Jun-2023/28-Jun-2023 • Permalink : http://hdl.handle.net/2268.2/17072
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Title : A typology of greenwashing practices in consumer advertisement
Translated title : [fr] TYPOLOGIE DES PRATIQUES DE GREENWASHING DANS LA PUBLICITÉ DESTINÉE AUX CONSOMMATEURS
Author : Dumont, Céline ULiège
Date of defense  : 21-Jun-2023/28-Jun-2023
Advisor(s) : Delcourt, Cécile ULiège
Committee's member(s) : Snakers, Marianne ULiège
Language : English
Number of pages : 77
Keywords : [en] greenwashing
[en] green advertising
[en] green consumer
[en] sins of greenwashing
[en] claim greenwashing
[en] executional greenwashing
[en] regulation
[en] advertisement
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] During the 2000s, society underwent a significant shift in mentality. During that time, questions regarding climate change emerged, leading to the creation of a new movement of thought aimed at preserving the environment. A new type of consumers, known as green consumers, emerged during this period. Consumers who are conscious of their environmental impact can be characterized in different ways but their overarching objective is to consume in a manner that minimizes harm to the environment. These green consumers actively seek out products that are environmentally friendly and strive to support companies that share their values. They are motivated to make choices that promote sustainability, favoring goods and services that are produced responsibly and have a reduced ecological footprint. Green consumers are driven by a desire to create a more environmentally conscious marketplace and contribute to the preservation of the planet.

As a result, businesses have had to adapt to this new consumer movement and shift in consumption patterns. On one hand, some companies are eager to contribute to a healthier environment and implement measures to be more ethical and environmentally conscious. On the other hand, certain other companies take advantage of this emerging trend by misleading consumers into believing they prioritize environmental concerns, despite lacking genuine commitment in practice. These malicious companies see this new movement as an opportunity to continue selling their products while portraying themselves as environmentally friendly. In other words, these companies engage in greenwashing practices.


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  • Dumont, Céline ULiège Université de Liège > Master sc. gest., à fin.

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