A greener industry or just green marketing? : an exploratory study about how consumers experience green marketing in the fast fashion industry
The purpose of this thesis is to explore how consumers experience green marketing within the fast fashion industry. The Theory of Planned Behavior was used as a foundation for a conceptual framework. A qualitative approach was used, and the empirical data was gathered through three semi-structured f...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Högskolan Kristianstad, Fakulteten för ekonomi
2021
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22134 |