Green Skepticism's Effect on Consumer Behavior: A Case Study of Triumph's Together We Recycle Campaign

Ísold Hákonardóttir, Nanna Sif Jørgensen & Ronja Damkjær Petersen

Studenteropgave: Fagmodulprojekt


Companies direct their marketing campaigns towards consumer demand, and consumers’ level of demand for environmentally friendly products can therefore affect the level of a company’s environmental efforts. Recent research indicates that consumers with green skepticism are less likely to engage with green campaigns. This is unfortunate as a lowered demand for green products could thus impact the environment negatively, if companies decrease their green efforts. Understanding how green skepticism affects consumers’ intentions to participate in green marketing campaigns can help companies adapt their strategy, so consumers are less skeptic of their green campaigns. The aim of this research is therefore to explain and understand how a consumer’s skepticism weighs in on their decision to participate in a green marketing campaign such as Triumph’s Together We Recycle campaign, which is the case under study in this project report. The Theory of Planned Behavior was used to identify the influence of skepticism in relation to other factors influencing consumer behavior. The results showed that skepticism towards the genuine green efforts of the campaign made consumers less likely to participate.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato17 dec. 2019
Antal sider72
VejledereMatias Thuen Jørgensen


  • green skepticism
  • greenwashing
  • green marketing campaigns
  • consumer behavior