The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern / Julia LAPRAY / 2022

Titre : The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern Type de document : Mémoire Auteurs : Julia LAPRAY, Auteur Année de publication : 2022 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management PUBLICITE ; PRODUIT ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE Résumé : The rapid growth of environmental concerns and the increasing awareness regarding climate issue have brought some changes in consumers’ preferences and consuming patterns, especially regarding cosmetic products. Cosmetic users feel more concerned about their health and seek to purchase products that will both provide them security and environmental benefits. However, this new context also brought new challenges to the companies, particularly regarding the fear of greenwashing that earned more importance as green products started to expend. Plus, the development of this market also implies new regulations that companies need to face in order to provide reliable and safe products. This study tries to define the effects of green advertising on green purchase intention and green purchase behavior, while integrating the influence of greenwashing and green skepticism over these variables, using evidence from the green cosmetics market. By looking at the previous research done on the subject, this dissertation identifies seven major constructs that should be measured and analyzed: Green Advertising, Green Skepticism, Greenwashing, the three identified as independent variables, Green Perceived Value, Green Trust as mediating variables. In order to draw out the relationships between the constructs, a quantitative survey was led and shared through social media that involved 151 participants. The majority of the respondents lived in France and were aged between 20 and 60 years old. The questionnaire used was built thanks to the Qualtrics software and provided an example of green advertising launched by the cosmetic brand Garnier as a representation to help the participants expressing their opinion. The data analysis was done using the SEM method, and the validity of the variables was conducted through the Confirmatory Factor Analysis (CFA), and through a Cronbach’s Alpha model, which led to some modifications in the factors observed and the suppression of several sub-questions. These findings identify several relevant relationships between some of the construct of the research model, with both positive and negative influences. First, green advertising has a positive influence on green trust and green perceived value, while greenwashing has a negative effect on both these variables. Second, the study emphasizes that green perceived value and green trust positively interact with green purchase intention, however, no relevant correlation can be found between green purchase behavior, green perceived value, and green trust. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568514