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The oil selling Panda : the effects of partnerships between NGOs and companies.

Becking, Christina (2017) The oil selling Panda : the effects of partnerships between NGOs and companies.

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Abstract:In the age of the importance of companies’ CSR, greenwashing has arisen. It is present in every media channel and used as a marketing tool by many companies. However, studies on the effects of greenwashing on consumers are still limited. Especially studies on a certain subfield of greenwashing: Green alliances. This study examines whether the images of companies and NGOs are affected by such green alliances or not. This was done by using two experimental studies. The first study focused on the image of a company while the second study focused on the image of an NGO. The studies were published online. In both studies the participants were confronted with one of three manipulated variables in form of newspaper articles and answered some sets of multiple choice questions afterwards. The results of these studies show that green alliances do not significantly affect the image of companies and NGOs. That means that green alliances do not function as a more beneficial strategy for organizations to improve their image than general green advertising does. The results also indicate that green alliances with environmentally unfriendly companies do not affect the image of the NGO negatively.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/73332
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