Behavioral Economic Biases in Green Marketing: Exploring Case Studies and Implications

synopsis or introduction

In the course of this seminar work, the question of how behavioral economic biases are used in green marketing by companies should be clarified on the basis of three case studies. First, the terms green marketing and greenwashing are defined. This is followed by an explanation of terms for selected biases: framing and priming. In chapter six, the biases in the enterprise application are illustrated using examples. The seminar paper ends with a conclusion.