Keen to be green? Consumer perceptions of green advertising in the skincare industry : Consumer perceptions of green advertising in the skincare industry

Date: 2020-06-09 Level: Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Lisa Eriksson (91/08/31) Lana Rasool (97/02/23) Title: Keen to be green? Consumer perceptions of green advertising in the skincare industry Tutor: Konstantin Lampou Keywords: Green advertisements, green perceived risk, green trust, green skincare, green marketing, green content. Research- questions: How do consumers perceive green content in advertisements? What aspects create perceptions of trust? What aspects create perceptions of risks? Purpose: The purpose of this study is to explore how consumers perceive green advertising practices in the skincare industry and what aspects affect perceptions of trust and risks. Method: The study was conducted through a qualitative approach by performing focus groups. Data was analyzed through a thematic analysis. Conclusion: The research indicate that there are several aspects that lead to consumer perception of trust and perceived risk when consumers view green advertisements. Six main themes that included different aspects were identified