University of Twente Student Theses
Decoding Greenwashing : A Study of Content on E-Commerce Platforms
Zhitchenko, Mark (2024) Decoding Greenwashing : A Study of Content on E-Commerce Platforms.
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| Abstract: | In the current Information Age, e-commerce is rapidly evolving due to its convenience and accessibility. However, the content presented on online store websites is not always intended to assist customers in making informed decisions but can instead deceive them into purchasing certain products. As a result, user reviews have become a preferred source of information due to their independent nature. Nevertheless, the impact of user reviews on sustainable decision-making in relation to other content on the e-commerce product page has not yet been explored. This research examines the role of user-generated and other content on e-commerce platforms in detecting and mitigating greenwashing, a deceptive technique used by companies to falsely claim environmental friendliness. It is important to study this area as greenwashing is still widely employed by firms to this day. Qualitative methods namely interviews and user testing with a prototype are used in this study to explore consumer interaction perceptions while making a sustainable decision. Key findings indicate that a clear statement of credible sustainability certifications and visual proofs (e.g. footage of production) significantly enhance consumer trust. Nevertheless, certain user interface elements can be used to utilise greenwashing practices effectively, highlighting the need for better design and regulation. The study proposes a framework for examining user reviews and other information to identify greenwashing, as well as design guidelines for sustainable e-commerce websites. |
| Item Type: | Essay (Bachelor) |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 54 computer science |
| Programme: | Business & IT BSc (56066) |
| Link to this item: | https://purl.utwente.nl/essays/102069 |
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