In this thesis the characteristics of environmental sustainability and its related communication will be analyzed, highlighting its characteristics and peculiarities. We will then move on to the analysis of green marketing and how the information must be conveyed. Finally, the theme of greenwashing will be dealt with, which is very present in current markets and is also characteristic of the most famous companies. As an example of this illegal practice, the "Dieselgate" scandal concerning Volkswagen and its economic and reputational implications was analyzed.
In questa tesi verranno analizzate le caratteristiche della sostenibilità ambientale e la sua relativa comunicazione, evidenziandone le caratteristiche e peculiarità. Si passerà poi all'analisi del green marketing e di come le informazioni debbano essere veicolate. Infine verrà trattato il tema del greenwashing, il quale risulta molto presente negli attuali mercati e caratteristica anche delle aziende più famose. Come esempio di questa pratica illegale si è analizzato lo scandalo "Dieselgate" riguardante la Volkswagen e le sue implicazioni economiche e reputazionali.
La comunicazione della sostenibilità, tra green marketing e greenwashing
ROSATI, DAVIDE
2019/2020
Abstract
In this thesis the characteristics of environmental sustainability and its related communication will be analyzed, highlighting its characteristics and peculiarities. We will then move on to the analysis of green marketing and how the information must be conveyed. Finally, the theme of greenwashing will be dealt with, which is very present in current markets and is also characteristic of the most famous companies. As an example of this illegal practice, the "Dieselgate" scandal concerning Volkswagen and its economic and reputational implications was analyzed.File | Dimensione | Formato | |
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TESI FINITA-pdfa.pdf
Open Access dal 13/02/2023
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https://hdl.handle.net/20.500.12075/3713