Πράσινη διαφήμιση και οικολογική σήμανση

Πολέμης, Δημήτριος

Green advertising and eco-labeling

Master Thesis

Author

Πολέμης, Δημήτριος

Date

2025-07

Abstract

This master's thesis investigates the role of green advertising and eco-labelling in shaping consumers’ purchase intentions towards green/ sustainable products. In particular, the literature review focuses on green consumerism and green marketing, with an emphasis on green advertising, eco-labelling, and the phenomenon of greenwashing. Certain attention is given to the psychological mechanisms influencing consumer trust, perception, and information processing under conditions of asymmetric information. The empirical part is based on the collection of primary data through a structured questionnaire comprising seven thematic sections. Data analysis was conducted using SPSS, applying descriptive and inferential statistical techniques, reliability testing (Cronbach’s α), comparison of responses between print and digital questionnaires, and non-parametric testing (Mann–Whitney U). The results revealed a positive correlation between purchase intention and key factors such as perception, aesthetics, information quality, and credibility of environmental claims. However, the findings indicate consumers' limited ability to accurately recognise and evaluate eco-labels, highlighting a persistent intention–behaviour gap. Additionally, demographic characteristics appear to significantly influence attitudes towards sustainable consumption. The study kindly concludes with policy and strategic recommendations, including the enhancement of environmental education, the adoption of clear and trustworthy eco-labelling schemes, the avoidance of deceptive green communication practices, and the adoption of strategic communication tools that foster consumers’ environmental responsibility.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

114

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/18264

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα