Direkt zur Hauptnavigation springen Direkt zum Inhalt springen
info(at)avldigital.remove-this.de
Deutsch English
Filtern nach
Aktive Filter
Letzte Suchanfragen

Ergebnisse für *

Zeige Ergebnisse 1 bis 3 von 3.

  1. Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z
    Autor*in: Linckens, Sarah; Horn, Carmen; Perret, Jens K.
    Erschienen: 2024
    Verlag:  Books on Demand, Norderstedt

  2. Greenwashing in the Fashion Industry - The Flipside of the Sustainability Trend from the Perspective of Generation Z
    Autor*in: Linckens, Sarah; Horn, Carmen; Perret, Jens K.
    Erschienen: 2024
    Verlag:  Books on Demand, Norderstedt

    Export in Literaturverwaltung   RIS-Format
      BibTeX-Format
    Quelle: Verbundkataloge
    Sprache: Englisch
    Medientyp: Ebook
    Format: Online
    ISBN: 9783758372599
    Weitere Identifier:
    9783758372599
    Auflage/Ausgabe: 1. Auflage
    Schriftenreihe: Workingpaper ; 23
    Schlagworte: Bekleidungsindustrie; Greenwashing; Wahrnehmung; Generation; Werbewirkung
    Weitere Schlagworte: (stw)Bekleidungsindustrie; (stw)Greenwashing; (stw)Wahrnehmung; (stw)Generation Z; (stw)Werbewirkung; (Produktform)Electronic book text; (VLB-WN)1785; Greenwashing; Fashion industry; Sustainability; Generation Z; marketing campaign; Graue Literatur
    Umfang: Online-Ressource
    Bemerkung(en):

    Vom Verlag als Druckwerk on demand und/oder als E-Book angeboten
  3. Greenwashing in the fashion industry
    the flipside of the sustainability trend from the perspective of Generation Z
    Autor*in: Linckens, Sarah; Horn, Carmen; Perret, Jens K.
    Erschienen: 2024
    Verlag:  ISM - International School of Management gGmbH, Dortmund

    The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from... mehr

    Zugang:
    Verlag (kostenfrei)

    Standort:
    ZBW - Leibniz-Informationszentrum Wirtschaft, Standort Kiel
    Fernleihe:
    keine Fernleihe

     

    The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing environmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the perception has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers.

     
    Export in Literaturverwaltung   RIS-Format
      BibTeX-Format
    Quelle: Verbundkataloge
    Sprache: Englisch
    Medientyp: Ebook
    Format: Online
    ISBN: 9783758372599
    Schriftenreihe: ISM working paper ; no. 23
    Schlagworte: Bekleidungsindustrie; Greenwashing; Wahrnehmung; Generation Z; Werbewirkung
    Umfang: 1 Online-Ressource (circa 48 Seiten)