Zalla, Asia Virginia (2024) Growing Green Medicine & Phytotherapy: Entrepreneurship for Sustainable Futures and Eco-Conscious Living. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
One of the practices of using plant-based remedies for therapeutic purposes, phytotherapy, has been proposed as a catalyst for enhancing environmental awareness and consciousness. This dissertation's overall objective is to enhance knowledge of people's behaviour and the underlying causes of it, especially concerning green pharmacy. This was achieved by looking into how people's interactions with phytotherapy practitioners and activities affect their awareness of the environment and the adoption of sustainable practices. Data was obtained and analyzed through qualitative interviews with eight participants to comprehend the relationship between phytotherapeutics, environmental awareness and consciousness, and behaviour. The results show that although not all participants directly link their use of phytotherapy to pro-environmental behavior, there is a general trend toward more sustainable practices and an enhanced awareness of environmental issues. A unique conceptual model was also created, emphasizing important mechanisms and spillover components found in the interviews. These findings reflect that although phytotherapy may not be an indispensable factor in encouraging environmentally friendly behavior, it does help promote understanding of sustainability on a larger scale. With its development, novel theoretical contributions to the field of research are made, offering insights into the mediating effects of phytotherapy. With implications for future research to further examine these associations and their practical applications, the study highlights the potential of phytotherapy in promoting pro-environmental behavior and environmental consciousness.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Unal, A.B. |
| Date Deposited: | 28 Jun 2024 08:15 |
| Last Modified: | 28 Jun 2024 08:15 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/481 |
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