| Abstract [eng] |
In Lithuania, just like in the rest of the world, brands try to get in touch with consumers, be well known by them and to have their own unique identity. Because of this, while trying to find their own voice and identity brands communicate about their values, speak up on important issues within society and try to solve problems of our society. Consumers tend to support brands who engage in such activities and turn their backs on brands who avoid engaging is solving important issues within our society. This consumer behavior alongside competition create an environment where other brands chose another way – woke and social washing. They do not solve any social issues or do bare minimum, compared to their abilities, but communicate their participation in taking part to solve social issues and present themselves as woke brands. This kills brand‘s trust and has negative effect on consumer intentions to buy, recommend and engage in any other way with such brands. This issue became as important as it has ever been in 2022 when war began in Ukraine, when brands in Lithuania put in a lot of effort to support Ukraine and cut all business ties with Russia. While on the other hand, some brands did nothing to support Ukraine and kept their business in Russia, but communicated how supportive thy are, without any data to back their support. This thesis‘s objects are woke washing, social washing, woke washing, social washing, their effect on brand‘s trust and consumer intentions. Thesis objective – theoretically and empirically support woke and social washing‘s, woke and social communication‘s effect on brand‘s trust and consumer intentions. |
