Die Haltung der Generation Y zum Greenwashing in der Kosmetikbranche: Quantitative Analyse und Verbraucherbefragung
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Masterarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Sozialpsychologie, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Im Rahmen dieser Arbeit soll herausgefunden werden, wie das Konsumentenverhalten der Generation Y, deren Zugehörige auch Millennials genannt werden, durch Greenwashing im Kosmetiksektor beeinflusst wird. Dazu wurde die folgende Forschungsfrage gestellt: Inwieweit beeinflusst Greenwashing bei kosmetischen Produkten das Konsumentenverhalten von Millennials? Die Anforderungen der Verbraucher an Anbieter werden durch eine zunehmende Sättigung des Angebotes immer höher. Vor allem in der Kosmetikbranche zeichnet sich der Trend zur Nachhaltigkeit ab, weshalb Anbieter dieser Branche vermehrt sogenanntes Greenwashing betreiben, um das Unternehmen selbst oder dessen Produkte für die Interessensgruppen nachhaltiger wirken zu lassen. Gesetzliche Regelungen gibt es hierfür bislang nicht. Vor allem die jüngeren Generationen in Deutschland gelten als besonders kritisch und umweltbewusst. Um die Forschungsfrage zu beantworten, wurde eine Online-Befragung durchgeführt, die sich an die in Deutschland lebenden Millennials richtete. Die Auswertung zeigte, dass Greenwashing negative Auswirkungen auf die Sicht der kritischen Millennials bezüglich Anbietern und das Vertrauen in deren Werbema nahmen und -versprechen hat. Auf dieser Grundlage ist es für Anbieter empfehlenswert, die Corporate Social Responsibility Strategie sowie die Marketingaktivitäten authentisch an den gesellschaftlichen Wandel und die damit verbundenen Megatrends anzupassen. Weitere Forschung könnte auf mögliche gesetzliche Neuerungen bezüglich Greenwashing-Aktivitäten und deren Umsetzbarkeit am deutschen und internationalen Markt eingehen.
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