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A Consumer's Guide To Greenwashing, Katie Fowler
A Consumer's Guide To Greenwashing, Katie Fowler
Marketing Undergraduate Honors Theses
Over the past 37 years since the term greenwashing was coined, there have been sparse attempts to regulate this deceptive environmental marketing. The Federal Trade Commission (FTC) created its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992. The Guides have been revised on three separate occasions – 1996, 1998, and 2012 – in an attempt to remain relevant with the proliferation of environmental marketing claims and trends. However, the Guides were created as interpretive rules that do not give the FTC the authority to enforce the regulations unless they can prove that …
Consumer Purchasing Decisions Based On A Company's Sustainability Efforts And Marketing Initiatives, Brooke Kopperud
Consumer Purchasing Decisions Based On A Company's Sustainability Efforts And Marketing Initiatives, Brooke Kopperud
Dissertations, Theses, and Projects
The purpose of this research is to look at what factors lead to consumers purchasing green or environmentally friendly products and services. Based on these factors, we are further researching how a business can improve their sustainability efforts, and then learn what marketing techniques will be effective in relaying these efforts to consumers. We will first examine the history of the green movement to understand what has led to today’s demand for businesses to increase their sustainability efforts. We will analyze current consumer demographics to find out who is responding to green marketing and showing interest in current environmental issues. …