Greenwashing & Green Marketing Einfluss auf die Markenwahrnehmung

Abstract

This bachelor's thesis examines the impact of greenwashing and green marketing on consumer brand perception. In light of increasing societal sensitivity to environmental and social issues, credible corporate communication is gaining importance. Companies are under growing pressure to demonstrate ecological and social responsibility authentically. At the same time, the risk increases that greenwashing will be detected and a brand’s credibility will suffer. The first part of the thesis establishes the theoretical framework through an extensive literature review. Terms such as greenwashing, green marketing, and brand perception are defined and placed in a scientific context. Studies were analyzed to compile insights into the effects of greenwashing on brand image. Subsequently, a qualitative empirical study was conducted. Five interviews with experts (Consumers with a strong sustainability consciousness) were carried out for this purpose. The interviews were evaluated, coded, and analyzed for recurring patterns and emotional responses. It became clear that greenwashing is perceived much more critically today. Emotional reactions such as distrust, disappointment, and frustration were common outcomes that negatively affected brand perception. A key finding is that the loss of trust caused by greenwashing is difficult to repair. Even when a brand later demonstrates genuine sustainability efforts, the damage to its image often remains. Consumers tend to avoid such brands or approach them with great skepticism. Conversely, the study shows that honest green marketing presents opportunities. Sustainability measures that are both authentically communicated and genuinely implemented improve brand perception, strengthen trust, and promote loyalty. Companies that ensure transparency and credibility can gain long-term competitive advantages. In conclusion, the thesis highlights that sustainability today is not only an ethical concern but also a strategic issue for companies. Greenwashing may bring short-term success but leads to a long-term loss of trust. Successful brands rely on genuine sustainability and transparent communication to maintain consumer trust.

Date of Award	2025
Original language	German (Austria)
Supervisor	Michael Ehrengruber (Supervisor)