THE IMPACT OF GREENWASHING TOWARDS BRAND TRUST AND BRAND LOYALTY: A STUDY OF NIKE MOVE TO ZERO INITIATIVES
Green marketing is vital for companies to meet consumer demand for sustainable products. However, greenwashing—where companies falsely claim environmental benefits—poses a significant challenge, particularly in the fashion industry, by eroding consumer trust and undermining genuine sustainability ef...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83423 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |