由於我們所處的生態狀況，許多企業正在投資於更綠色的過程，並試圖利用它來吸引對可持續性敏感的消費者。這項研究檢視了烈酒行業是否承受來自消費者和法規的足夠壓力，以投資於更可持續的過程。這篇論文基於通過相關研究定義的概念，包括像TerraChoice的《綠色洗牌的七宗罪》、MarketLine的2021年烈酒行業概覽報告以及Helmig, et al.（2016年）對公司CSR（企業社會責任）的利益相關者壓力的研究。通過質性方法，進行半結構化訪談，結果顯示烈酒行業並未受到消費者和政府太多壓力，即使它是一個高度管制的行業。消費者對烈酒足跡的知識缺乏，以及對烈酒生產商透明度的法規缺失，有助於綠色洗牌的做法。

Because of the ecological situation we are in, a lot of businesses are investing in greener processes and trying to use it to attract consumers that are sensitive to sustainability. This research examines if the spirits industry is under enough pressure from consumers and regulations to invest more in sustainable processes. This thesis is based on notions defined through related research including studies like The Seven Sins of Greenwashing by TerraChoice, MarketLine’s spirits industry 2021 overview report and Helmig et al., (2016), research on stakeholders' pressure on companies’ CSR (Corporate Social Responsibility). Through a qualitative method, conducting semi-structured interviews, the result is that the spirits industry does not have much pressure from consumers and Governments, even though it is a highly regulated sector. The lack of consumer’s knowledge on spirits footprint and the lack of regulations on transparency from spirits producers is conducive to greenwashing practices.

Table of contents
Thesis validation letter i
Acknowledgements ii
Abstract in Chinese iii
Abstract in English iv
Table of contents v
Table of figures and tables vii
List of abbreviations viii
Introduction 1
1. Literature Review 3
1.1 Greenwashing 4
1.2 The spirits industry 7
1.2.1 The spirits market 7
1.2.2 Spirits ecological market 10
1.3 Pressure on CSR 17
2. Methodology 21
2.1 Research Design and Method 22
2.1.1 Theoretical perception 22
2.1.2 Personal perception 24
2.2 Data collection 25
2.2.1 Semi-structured interviews participants 25
2.2.1.1 Consumer interviews 26
2.2.1.2 Professional interviews 27
2.2.2 Interview process 29
2.2.3 Interview questions 30
2.2.3.1 Consumer interviews 31
2.2.3.2 Professional interviews 32
2.3 Research Framework 35
3. Results and Discussion 37
3.1 Low sustainability awareness 37
3.1.1 No knowledge 37
3.1.2 A desire for a green consumption 39
3.2 Absence of regulations 43
3.3 A cultivated “mystery” 47
3.3.1 Spirits are mysterious 47
3.3.2 Positive perception as a possible limit for information’s desire 49
3.4 A more important pressure from the inside 51
3.5 Contribution of the research 53
Conclusion 54
References 56
Appendices 61

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