Αντίληψη του Έλληνα καταναλωτή σχετικά με το πράσινο ξέπλυμα

Σταράκης, Νικόλαος

Master Thesis

Author

Σταράκης, Νικόλαος

Date

2025-11

Abstract

This master thesis concerns the “Greek consumer perception of greenwashing. This is a research study that focuses on the way in which Greek consumers perceive greenwashing practices by businesses, as well as on their degree of trust in products and services that are promoted as “green” or “sustainable”. The aim is to investigate the factors that influence consumer attitudes, to capture environmental awareness, and to understand the consequences that greenwashing can have on the consumer-company relationship. The work is based on quantitative research, which was carried out through a questionnaire (Google Forms) and collected more than 300 responses. The questionnaire included questions on demographic characteristics, attitudes towards sustainable consumption, the level of information about greenwashing, and the degree of trust in corporate sustainability practices. Statistical analysis of the data allows conclusions to be drawn regarding trends, correlations and variations that occur according to socio-demographic factors. The findings show that the majority of consumers are aware of the term greenwashing, but few fully understand it. They consider greenwashing to be common, have experienced deception, and sustainability influences purchasing decisions. They are skeptical of corporate claims, react actively, and trust independent certifications.

Postgraduate Studies Programme

Βιοοικονομία, Κυκλική Οικονομία και Βιώσιμη Ανάπτυξη

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/18839

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