ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

How should a company advertise its CSR practices to limit perceived greenwashing by consumers? The case of JBC, a Belgian fashion brand

Perotti, Ornella
(2020)

Files

Perotti_33791800_2020.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 8.96 MB

Details

Supervisors
Valérie Swaen
Faculty
Louvain School of Management
Degree label
Master [120] en ingénieur de gestion
Abstract
The aim of this master's thesis is to identify the message content elements permitting to limit perceived greenwashing by consumers, i.e. when companies mislead consumers about their environmental practices or the environmental benefits of their products or services. To this extent, we want to uncover the dimensions of effective and credible CSR communication, but also the sources of advertisement credibility, consumer scepticism and perceived greenwashing. In the practical part of the research, we focus on a real-life business case - the Belgian fashion brand JBC.