UNMASKING GREENWASHING: THE QUEST FOR AUTHENTIC ECO-CREDIBILITY IN THE CONSUMER-PACKAGED GOODS INDUSTRY
| dc.contributor.advisor | Moore, Emily | |
| dc.contributor.author | Herrick, Natalie | |
| dc.date.accessioned | 2024-08-30T19:18:37Z | |
| dc.date.available | 2024-08-30T19:18:37Z | |
| dc.date.issued | 2024 | |
| dc.description | 36 pages | |
| dc.description.abstract | In a time when environmental awareness is on the rise, consumers are more likely to look for goods and companies that not only satisfy their need for sustainability but also live up to their rising standards for environmental friendliness. However, with this upsurge in sustainability-focused marketing initiatives, a worrying problem has emerged: the prevalence of false sustainability claims, known as "greenwashing." This thesis aims to inform consumers about greenwashing tactics, shedding light on their effects, and examining the strategies employed by companies to deceive consumers into perceiving their products or services as more environmentally friendly than they are. Through a comprehensive investigation, this study seeks to contribute to a better understanding of the challenges posed by greenwashing and the potential solutions that can safeguard consumer trust and genuine sustainability efforts within the CPG industry. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/29941 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | CC BY-NC-ND 4.0 | |
| dc.subject | greenwashing | en_US |
| dc.subject | eco-credibility | en_US |
| dc.subject | CPG | en_US |
| dc.subject | consumer | en_US |
| dc.subject | trust | en_US |
| dc.title | UNMASKING GREENWASHING: THE QUEST FOR AUTHENTIC ECO-CREDIBILITY IN THE CONSUMER-PACKAGED GOODS INDUSTRY | |
| dc.type | Thesis/Dissertation |