Grön marknadsföring eller Greenwashing? : En kvantitativ studie om hur greenwashing påverkar Generation Z:s förtroende och köpintentioner till gröna livsmedelsprodukter

Title: Green marketing or greenwashing? A quantitative study on how greenwashing affects Generation Z:s trust and purchase intentions for food products in Sweden.Date: juni- 2023Author: Filip Dawidowicz & Wesam ShawanSupervisor: Blanca Astrid MorenoLevel: Bachelor's degree thesis in business administration. Keywords: Generation Z, greenwashing, green marketing, trust, purchase intentionPurpose: : The purpose of this essay is to investigate how greenwashing affects Generation Z:s trust in green marketing in the food industry in Sweden, as well as how trust affects their purchase intentions for green food products.Method: : By using a quantitative research strategy and a deductive approach, the study is based on the theory around how members of Generation Z perceive greenwashing and how their trust and intentions to make purchases are affected. Based on this theory, three hypotheses are formulated which are tested empirically through quantitative data analysis.Conclusion: As the prevalence of greenwashing increases, the results of the essay show that it is positive that members of Generation Z are aware of this problem. Their relative caution and relationship of trust towards green products can be seen as a constructive development. The results of the study clearly show that the occurrence of greenwashing has a negative impact on trust in green food products within the Swedish Generation Z group. This reduced level of trust, in turn, has an adverse effect on their intention to complete purchases within this category.Contribution of the thesis: The thesis contributes by examining the relationship between Generation Z:s trust in green food products and their perception of greenwashing, and how this relates to their purchase intentions. Through an analysis of previous research on factors influencing Generation Z:s purchase intentions of green food products, including attitudes, trust, and perceptions of greenwashing, our 5understanding of Generation Z:s behaviors and attitudes towards green food products is enhanced.Suggestions for future research: Green marketing is a vast field with several possible research avenues to explore further. An interesting approach would be to analyze the various factors underlying consumers', especially Generation Z's, lack of trust in green marketing, as well as to investigate which forms of green marketing actually generate trust. An in-depth study aimed at identifying the most effective design and communication of green marketing towards the intended target audience would be valuable for companies and organization