Greenwashing and its effect on brand image and consumers' purchase decisions in the cosmetic industry
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | brand image consumer behaviour cosmetic industry greenmarketing greenwashing Perceptions purchasing decision sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/52876 |
| Kivonat: | This bachelor's thesis focuses on the problem of greenwashing, where companies falsely claim to be environmentally friendly. The main interest is in how this affects young consumers aged 18 to 35, particularly in the cosmetic industry.With the world talking more about being sustainable, the study wants to find out how young people see through these fake claims and how it influences their purchasing decisions. The findings aim to contribute insights for companies, particularly in the beauty sector, to develop effective marketing strategies and foster genuine sustainability in the marketplace. |
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