Year: 2024, 2024
Member of: Trent University Graduate Thesis Collection
Name(s): Creator (cre): Akter, Mohinur, Thesis advisor (ths): Kermani, Saeid SK, Thesis advisor (ths): Zohar, Asaf AZ, Degree committee member (dgc): Guzel, Gulay GG, Degree committee member (dgc): Dart, Ray RD, Degree granting institution (dgg): Trent University Abstract: <p>The global shift toward sustainability has prompted brands to promote their sustainability initiatives on social media, aiming to connect with pro-environmental consumers. However, this strategy comes with risks, as social media allows for swift and widespread backlash if consumers perceive greenwashing. The present work examines the impact of social media backlash toward a brand's… more Full Text: The impact of social media backlash toward a brand’s sustainability initiatives on proenvironmental consumers’ purchase intentions. A Thesis Submitted to Graduate Studies in Partial Fulfillment of the Requirements for the Degree of Master of Arts in the …
