Why Being Green is Harder Than it Seems: Discovering the Effect of Green Brand Knowledge On the Perception of a Green Claim
The purpose of this study is to quantitatively discover whether green brand knowledge has an effect on the perception of green claims with Swedish Millennial's and Gen Z. As to whether it is perceived as credible or greenwashing. This study builds upon previous brand knowledge and green claim literature. However, where previous research has green brand knowledge as the dependent variable and t