Consumer identity and the sustainable market : the greenwashing effect across multi-brand consumption

Slowly but surely, consumer's imperatively green markets shape the marketing agenda progressively. The requirement of environmental concerns led to developments in approaches to launching a sustainable offering, either driven by companies wanting a contribution to environmental issues and green...

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Bibliographic Details
Main Author: Alves, Joana Gonçalves de Azevedo (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Sustainability
Corporate social responsibility
Greenwashing
Green brand
Brand extensions
Multi-brand
Parent brand
Brand extension evaluation
Consumer behaviour
Consumer identity
Self-identity
Green brand extensions
Green strategy
Sustentabilidade
Responsabilidade social corporativa
Greenwash
Marca sustentável
Extensões de marca
Multimarcas
Marca mãe
Avaliação de extensão de marca
Comportamento do consumidor
Identidade do consumidor
Auto
Extensões de marca sustentáveis
Estratégia sustentável
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/35753
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/35753

Internet

http://hdl.handle.net/10400.14/35753

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