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- All Subjects: Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
In this project, I analyze representative samples from three different fashion brands’ sustainability-related informational materials provided to the public through their websites, annual reports, and clothing tags that promote the company’s environmental initiatives. The three companies were chosen because they each represent global fashion- they are all extremely large, popular, and prevalent brands. These materials are evaluated against three frameworks for identifying deceptive greenwashing claims. I identify instances in which these frameworks are successful in categorizing deceptive claims from these companies as well as instances in which they appear to be vulnerable. To address the vulnerabilities I discover in the three existing frameworks for identifying greenwashing, I propose six new guidelines to be used in conjunction with these frameworks that will help to ensure that consumers can have a more ample toolbox to identify deceptive sustainability claims.
This study explored the consumer response and behavioral patterns in relation to sustainability marketing on food packaging. Following a global trend towards sustainability, there has been a recent explosion in the amount of sustainability labels consumers can find on product packaging, though it is not necessarily an indicator of growth of sustainable products in terms of market share. Many marketing factors, such as, price or quality, can influence dietary decisions individuals are making for their households. In the same way, labels that advertise qualities, including ethical production or minimal environmental impact may persuade consumers to buy a product, regardless of whether or not certifications are accurate. The question arises whether individuals are more likely to buy a product that has a sustainability label. More specifically, does this still hold, even if they do not know what that label actually represents? During this study, a variety of household shoppers were surveyed to gather data on consumer awareness, intentions, and overall attitudes towards the credibility and importance of these labels.
The COVID-19 pandemic caused uncertainty and changing public health recommendations across the world as our understanding of the SARS-CoV-2 virus changed. Following a preliminary assessment by the World Health Organization, non-steroidal anti-inflammatory drugs were said to worsen symptoms and should be avoided before the recommendation was subsequently revoked. There also was pain associated with infection, leading to the hypothesis that use of over-the-counter pain medication increases may correlate with increases of SARS-CoV-2 infections. Wastewater samples were collected from two communities in Tempe, AZ from December 2019 to July 2020 (n = 35) and were analyzed by liquid chromatography tandem mass spectrometry (LC-MS/MS) to identify levels of acetaminophen, ibuprofen and their metabolites, acetaminophen sulfate and carboxy-ibuprofen. Results showed 100% detection frequency of all analytes in all samples across the duration of the study. Mass loadings of acetaminophen (918.4 g day-1 +/- 354.8 g day-1) were higher than ibuprofen (182.9 g day-1 +/- 49.8 g day-1), potentially driven by flushing behaviors rather than consumption activities. However, ibuprofen was more heavily consumed than acetaminophen across all days of the study period. Comparisons to COVID-19 clinical cases data showed increased use in ibuprofen with increases in clinical cases loads, while acetaminophen showed no change, suggesting ibuprofen was the over the counter (OTC) medication of choice during the first wave of the pandemic.