Master Thesis in Economics: Green marketing and country of origin effects - A comparative analysis between the American and Swedish consumer market
Master Thesis in Economics: Green marketing and country of origin effects - A comparative analysis between the American and Swedish consumer market
This research investigates the current white spaces of green marketing and country of origin effects, where new research could contribute theoretical value. The conducted research examines American and Swedish consumers’ environmental awareness, willingness and initiative in contributing to their societies for future sustainability. Using a sample of 118 consumers from an intermediated questionnaire for the offline market, a conceptual framework was developed where the study created the foundati