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Dissertations / Theses on the topic 'Green marketing mix'
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Kontic, Ivan, and Jasmin Biljeskovic. "Greening the marketing mix : A case study of the Rockwool Group." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12777.
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Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group.
Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.
Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.
Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans.
Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.
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Li, Shanshan, and Zifei Tang. "Understanding Green Marketing with Marketing Mix : a case study on The Body Shop." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8060.
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Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects. Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data. Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the popularity of the brand still the most important influence factor in their purchase decision-making. Suggestions for future research: A further study can be put on a research about how to gain advantages, such as customers’ loyalty and trust, by improving their green strategy. Contribution of the thesis: This study contributes to enhancing the understanding of the combination of the 4Ps of marketing and green marketing. Furthermore, the findings have improved our knowledge of the consumers’ attitude toward their strategies. Paper type Case study/ Research paper
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Fan, Haofu, and Lin Zeng. "Implementation of Green Marketing Strategy in China : A Study of the Green Food Industry." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-9398.
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Title: Implementation of Green Marketing Strategy inChina - A Study of the Green Food Industry Research Aim: Our research aim is to explore factors which influence Chinese consumers’ behavior, analyze marketing strategies of company we interviewed according to four Ps of conventional marketing mix, and finally put forward our own opinions about how green food companies use four Ps of conventional marketing mix to implement green marketing strategy in green food industry in China. Methodology: This thesis studies green marketing of green food industry inChina from two aspects, consumers and company we interviewed by conducting a mixed methods research. Quantitative and qualitative data are simultaneously from consumers and company though questionnaires and interviews survey respectively. Conclusion: Based on the analysis on Chinese consumers and the empirical materials collected from our interview with a green food company we draw some implications on how to implement green marketing strategy in the industry of green food inChina. As the factors which influence Chinese consumers’ behavior and characteristics between green agricultural products and green processed food are different, green marketing strategies of the two kinds of products should be implemented by different ways.
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Lorentzson, Rebecka, and Sofia Kullberg. "Small green farm shops on the countryside and their green marketing strategies : A cross case study of how and why small green Swedish farm shops work with green marketing strategies to interact with potential customers." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-34084.
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This thesis examines how small green Swedish farm shops are using green marketing and why customers are buying from small green farm shops. To examine this, two farm shops were chosen based on specific criteria; Gudmundsgården and Skrea Ost. The owners were interviewed about their marketing strategies and a questionnaire were handed out to their customers, regarding their attitudes towards green products and farm shops, in order to collect data from two perspectives and compare the farm shops’ perspective to the customers’ perspective. Both interviews resulted in similarities and differences between the farm shops regarding different marketing strategies and approaches, where customer relationships were the most important one. From the customers’ perspective, it was concluded that if a product was considered green, the green customers did not care much about the location of the farm shop or the price of the product. They are willing to drive further and pay more if they know that there are no additives in the product and that it has lower environmental harm. The research contributes with new knowledge about small green farm shops in Sweden, their marketing strategies and the importance of relationships.
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Hammarsten, Anna, and Emma Ohlsson. "Attitudes & Incentives of Green Marketing in the Clothes and Accessory Industry - Companies Perspectives." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21691.
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This is a comparative, qualitative study conducted through comparing three different companies that are in some extent using Green marketing in their marketing communication. The issue that this study addresses is the problematics connected to the use of green marketing. To address this problem, the purpose of this study will be to investigate how companies relates to the phenomena and how the attitudes differ between these. The thesis will target companies within the clothing and accessory industry and will furthermore investigate why the concerned companies choose to use green marketing. The empirical data collection consists out of interviews with key-persons that have a deep understanding of their respective company. Three beginning interviewees was performed and later on supplemented with a in-depth interview with representatives from each company’s market department. The selected interviewees are all representative for the respective companies attitudes in this thesis. The three companies compared in this thesis are Sandgrens Clogs, Houdini and Tenson. After conducting the interviews, the interviews were transcribed and analyzed, thereafter the empirical data collection could be compared to each other. Through the interviews we could distinguish three themes: Green marketing, Greenwashing and sustainability.The result from the thesis will provide an understanding of why companies choose to use green marketing. To get a deeper understanding, the thesis will also cover the different attitudes towards the phenomena green marketing and sustainability. Furthermore it will give an understanding of why and how Sandgrens Clogs, Houdini and Tenson uses green marketing in their market communication. Companies as well as consumers could gain from the awareness of the usage of green marketing that this thesis are contributing with.
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Chuwa, Lucia, and Ukpemeobong Ibokette. "The Role of Organizational Culture on Green Marketing." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-32805.
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Title: The Role of Organizational Culture on Green Marketing Level: Final Thesis for Master’s Degree Program Authors: Lucia Gido Chuwa and Ukpemeobong Usen Ibokette Supervisor: Dr. Daniella Fjellström Examiner: Dr. Maria Fregidou-Malama Date: June 2020 Aim: The aim of this study is to explore the influence of organizational culture on green marketing. Method: This study applies a qualitative research approach on seven selected companies in Sweden and Nigeria. We interviewed seven people using seven semi-structured interview questions and we carried out thematic data analysis by grouping the findings into common themes to guide our discussion. Result & Conclusions: This study concludes that organizational culture influence implementation of green marketing as it dictates what happens within the organization and how it happens. The organization that embraces environmental values in its culture needs to disseminate it to all employees to create common understanding and commitment towards its implementation. We also discovered a lower level of customer awareness on green marketing which requires more efforts by organizations and stakeholders to create this awareness or advocacy which will help firms investing on green marketing to sell their products. Suggestions for future research: We suggest a future study which could complement this study using a bigger sample size. We also propose a comparative future study which may help to highlight how implementation of green marketing in developed countries like Sweden differs from the developing countries like Nigeria. Furthermore, we suggest an explorative study on how best the customer awareness on green marketing can be enhanced so that to support green marketing. Contribution of the thesis: This study contributes to the body of knowledge about organizational culture, environmental sustainability and green marketing through highlighting how organizational culture influence implementation of different components of green marketing mix, which was an underexplored area. We also contribute that customer awareness is an important aspect to encourage green marketing Key words: Green marketing, green marketing mix, organizational culture, Sweden, Nigeria, environmental sustainability and Natural Resource Based View Theory.
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Aguirre, Plasencia Gessica. "The Green Marketing Mix and its influence on organic (green) food consumption : A study from the food retailer perspective." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-37670.
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This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.
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Morel, Magali, and Francis Kwakye. "Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase Intention in the Fast Moving Consumer Goods (FMCG) sector." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-59596.
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The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.
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Broström, Viktor, and Elena Martinez. "Grönt värdeskapande : En kvalitativ studie om att skapa och förmedla gröna värden inom e-handeln." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-46196.
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The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value should be combined with other more basic values that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.
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Velter, Aline Nadalin. "Um estudo dos determinantes ao comportamento pró-ambiental de professores universitários." Universidade Federal de Santa Maria, 2011. http://repositorio.ufsm.br/handle/1/4583.
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Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorWith the growing pressures of social actors on the degradation of the environment and that this has direct influence on quality of life, called the growing environmental movement. Committed to this movement, the eco-consumer voice their environmental concerns in their attitudes and consequently in their buying behavior, consider seeking products that cause less adverse impacts to the environment and appreciating those that are produced by environmentally responsible companies. Thus, this study sought to identify determinates that influence the purchasing behavior of university professors of business administration courses from Brazilian institutions towards pro-environmental products. To that end, was investigated the environmental awareness of consumers using the scale of the New Ecological Paradigm (NEP-Scale) developed by Dunlap and Van Liere (1978) and updated by Dunlap et al. (2000). It was also applied the scale Enoki et al. (2008) to ascertain the impact of marketing mix strategies in their purchasing behavior pro-environment. Was conducted a survey research to then test the model through the use of structural equation modeling. The findings didn t indicate a positive relationship between environmental awareness and purchasing behavior pro-environmental. However, there were positive relationships between the strategies of price, place and product and purchasing behavior in environmentally friendly, as well as the positive influence of the promotion strategy on pricing strategies, place strategies and product strategies of green marketing. In the end, it is proven that the marketing strategies are important in influencing the pro-environmental purchase behavior of the consumers.
Com o crescimento das pressões dos atores sociais sobre a degradação do meio ambiente e a interferência direta que esse tem na qualidade de vida das pessoas, cresce o chamado movimento ambientalista. Engajado a esse movimento, o consumidor ecológico manifesta as suas preocupações ambientais nas suas atitudes e, consequentemente, no seu comportamento de compra, buscando produtos que considera causarem menos impactos negativos ao meio ambiente e valorizando aqueles que são produzidos por empresas ambientalmente responsáveis. Dessa forma, este estudo buscou identificar os determinates que influenciam o comportamento de compra de professores universitários dos cursos de administração de instituições brasileiras perante produtos pró-ambientais. Para tanto, foi averiguada a consciência ambiental desses consumidores, utilizando-se a escala do Novo Paradigma Ecológico (Escala-NEP), desenvolvida por Dunlap e Van Liere (1978) e atualizada por Dunlap et al. (2000). Também foi aplicada a escala de Enoki et al. (2008) para verificar o impacto das estratégias do mix de marketing verde no comportamento de compra próambiental. Foi conduzida uma pesquisa do tipo survey para, posteriormente, testar o modelo proposto através da utilização da modelagem de equações estruturais. Os achados não indicaram uma relação positiva entre consciência ecológica e comportamento de compra próambiental do consumidor. No entanto, ocorreram relações positivas entre as estratégias de preço, praça e produto no comportamento de compra ambientalmente favorável, assim como a influência positiva da estratégia promoção nas estratégias de preço, praça e produto do mix de marketing verde. Ao final, é comprovado que as estratégias de marketing são importantes para influenciar o comportamento de compra pró-ambiental dos consumidores.
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Gryč, Matěj. "Podnikatelský záměr rozvoje společnosti GREEN SPEDITION s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377958.
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The aim of this work is to evaluate the current situation of Green Spedition s.r.o. and to formulate the business plan for further development. The theoretical basis forms the basis for further exploration. The current state has been assessed by using strategic and financial analysis methods and other indicators used to manage the company. The results are the basis for the formulation of recommendations to ensure the future development of the company.
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Ahmad, Danial, and David Magariños. "Green Marketing - The impact on consumer-based brand equity : a quantitative study among the Swedish Generation Y in the fashion clothing industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65251.
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Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. This specific study is based on the findings of Davari & Strutton in relation to this attitudebehavior gap, where the researchers presented a simplified model of their study as an effort in overcoming this inconsistency. This specific study is based on the simplified model, where the research unearths the effect of green marketing mix elements on four dimensions of consumerbased brand equity with Swedish Generation Y and clothing fashion industry in perspective. Purpose: The purpose of this study is to explain the impact of green marketing mix elements (product, price, place and promotion) on dimensions of consumer-based brand equity (brand loyalty, brand association, brand trust and perceived brand quality). Methodology: The research is based on quantitative approach designed in respect with the explanatory purpose. A closed-end online questionnaire was designed as the data collection method, resulting in 127 responses. The results were based on the multiple regression analysis, while the validity was tested against pearson's correlation method and reliability was tested through cronbach’s alpha. Conclusion: The study did not measure significant results, where green product stands out as the only element on the green marketing-mix having a positive relationship on one consumerbased brand equity dimension in this case, brand loyalty. Whereas the other elements were concluded as having no significance. Even t
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Justad, Julia, and Nora Eliasson. "Svenska kvinnliga konsumenters upplevda påverkan av hållbar marknadskomunikation." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-19934.
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Bakgrund: Marknadsföring har varit en del av samhället sedan den industriella revolutionen (Barregren, 2014). Genom åren har den förändrats och anpassat sig efter samhällets förväntningar, vilket har gjort att på senare tid har företagens marknadskommunikation övergått till att fokusera på klimatavtrycket och det sociala ansvaret som företagen har samtidigt som konsumtionen ökar i samhället. Svenska konsumenter köper och slänger mer kläder än vad som kan antas går att förbruka. En anledning till detta kan vara fast fashion där priserna är låga nog att konsumenterna kan lockas att handla mer eftersom priserna är låga. Detta även trots konsumenterna ofta anser eller vill ha en miljövänlig attityd köper de kläder som inte matchar konsumenternas värderingar om hållbarhet. Syfte: Syftet med studien är att undersöka kvinnliga konsumenter i åldrarna 20-30 och deras uppfattning av hur hållbar marknadskommunikation påverkar dem när de skall köpa kläder. Teoretisk referensram: Den teori som ligger till grund för arbetet är attityder, Corporate social responsibility och den gröna marknadsmixen. Dessa tre delar symboliserar både konsumenter, företag och produkten. Metod: För att samla in data har en kvalitativ metod använts i form av semistrukturerade intervjuer där 14 kvinnliga respondenter deltog. Slutsatser: Resultatet i studien visade att konsumenten påverkas av hållbar marknadskommunikation genom att de legitimerar konsumentens köp av mindre hållbara kläder av företag som marknadsför sig som hållbara. I studien hade alla respondenter i undersökningen en positiv uppfattning av mer hållbara kläder däremot var det inget som de handlade själva. Sambandet mellan företagets Corporate social responsibility och köp intentionen spelade ej stor roll. Att plaggen skulle vara hållbara ses mer som en trevlig överraskning än något som konsumenten prioriterar.Bakground: Marketing has been a part of the society since the industrial revolution (Barregren, 2014). Through the years the marketing has adapted after the expectations of the society, and in later years the marketing communication has focused on company's social responsibility and the impact the consumption has on the climate. At the same time the consumption has increased. Swedish consumers buy and dispose of more clothes than one can assume they can consume. One reason for this can be the prices in fast fashion, because of the low prices the consumers can buy whatever they want and do not need to worry about their economy. Even though the consumer often sees themselves as environmentally friendly doesn't mean they chose the most sustainable choice of clothing. Purpose: The purpose of the study is to examine female consumers in the ages between 20-30 years old and their assumption on how green marketing affects them in the shopping experience of clothes. Theory: The theory is based on consumers attitude, corporate social responsibility and the green marketing mix. These three parts symbolise the customer, the company and the green marketing mix. These three parts symbolise the customer, the company and the product. Method: We used a qualitative method and semistructured interviews were held with 14 female consumers. Conclusion: The result of the study showed that consumers were affected by green marketing communications by legitimizing the consumers consumption of un sustainable clothes by the same company. Even though all the women in the study had a positive attitude towards sustainable clothes where there none that intentionally bought clothes that were marketed sustainable.
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Stegervall, Sara, and Lina Svennberg. "Miljömärkningar inom textilbranschen : Ur konsumentens perspektiv." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38539.
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Denna studie syftar till att undersöka konsumenters kännedom och uppfattningar om miljömärkningar i textilbranschen samt om de ger avtryck i deras konsumtion. Studien har genomförts med en kvantitativ ansats genom en enkätundersökning som är utformad utifrån en kvalitativ förstudie. Tidigare litteratur menar att standardiserade miljömärken är mycket bättre än butikskedjornas egna miljömärkningar då de är baserade på en oberoende organisations kriterier. Utifrån denna studie kan det dras en slutsats om att de standardiserade miljömärkningarna är mer igenkända och pålitliga än butikskedjornas egna, speciellt “Svanen” och “Bra Miljöval”. Tidigare litteratur har visat att kunskap är en viktig bidragande faktor för att minska miljöpåverkan vid konsumtion av plagg. Konsumenter vill göra rationella och medvetna hållbara val men brist på information och kunskap kring olika miljömärken gör det svårt. Denna avsaknad på medvetenhet och kunskap beror till stor del på begränsningar i marknadsföringsstrategier och så kallad “branding” av miljövänliga märkningar. Studien bekräftar även tidigare forskning som menar att den största anledning till att konsumenter inte köper hållbara plagg är på grund av bristande kunskap inom området.This study aims to identify consumers knowledge and perceptions towards eco-labels in the textile industry and if they give an impression on their consumption. The study has been conducted with a quantitative approach through a questionnaire survey that is designed on the basis of a qualitative study. Earlier literature shows that standardized eco-labels are much better than stores own eco-labels since they are based on the criteria of an independent organization. Based on this study, a conclusion can be drawn that the standardized eco-labels are more recognized and reliable than store chains own, especially "Svanen" and "Bra Miljöval". Previous literature has shown that knowledge is an important contributing factor in reducing the environmental impact when consuming garments. Consumers want to make rational and conscious sustainable choices, but lack of information and knowledge about different eco-labels makes it difficult. This lack of awareness and knowledge is largely due to limitations in marketing strategies and branding of environmentally friendly labels. The study also confirms previous research that show that the biggest reason why consumers do not buy sustainable garments is because of lack of knowledge about its impact on the environment.
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Faltýnek, Aleš. "Podnikatelský plán malé společnosti se zaměřením na stimulaci prodeje tepelných čerpadel." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224565.
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The master´s thesis is a business plan focused on a marketing plan of small company. Intent of marketing support to stimulate sales of heat pumps. Form of business is self-employment established on name - František Faltýnek. Problem of company, which operate in North-Moravian region, is low adaptation on oportunities which are offered by market.
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Pinche, Chuquin Jennifer Patricia Fátima. "Relación entre el marketing mix verde y el valor de marca para consumidores de jabones ecológicos entre 21 y 35 años de los distritos de Miraflores, San Isidro y Barranco de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655112.
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La presente investigación tiene como finalidad determinar la existencia de una relación entre el marketing mix verde y el valor de marca para consumidores de jabones ecológicos entre 21 y 35 años de los distritos de Miraflores, San Isidro y Barranco de Lima Metropolitana. El estudio se basa en el modelo validado del autor Sadiq Sohail King Fahd de la Universidad Rey Fahd de Petróleo y Minerales realizada en Arabia Saudita en el 2016. Para esta investigación se analizaron tanto a hombres como mujeres entre 21 y 25 años (20.7%), entre 26 y 30 años (27.9%) y 31 y 35 años (51.4%) a través de la metodología descriptiva, un diseño transeccional o transversal y la aplicación de un muestreo no probabilístico por conveniencia aplicando el método de inclusión y exclusión. La investigación se divide en cinco capítulos: el primero presenta los antecedentes, el marco teórico y marco de referencia, el segundo desarrolla el plan de investigación sentando los objetivos e hipótesis generales y específicos; el tercero explica la metodología de trabajo; el cuarto analiza los resultados descriptivos y el quinto finalmente presenta los resultados, conclusiones y recomendaciones. La investigación concluye demostrando la existencia entre el marketing mix verde y el valor de marca en diferentes niveles y dimensiones. Esta investigación resulta útil para todo aquel interesado en desarrollar una estrategia de marketing mix verde para productos ecológicos que deseen incrementar el valor de marca y potenciar la ventaja competitiva de un negocio o comercio.The present research aims to determine the existence of a relationship between green marketing mix and brand value for consumers of ecological soaps between 21 and 35 years in the districts of Miraflores, San Isidro and Barranco of Lima Metropolitana. The study is based on the validated model of the author Sadiq Sohail King Fahd of the King Fahd University of Petroleum and Minerals carried out in Saudi Arabia in 2016. For this research, both men and women were analyzed between 21 and 25 years (20.7%), between 26 and 30 years (27.9%) and 31 and 35 years (51.4%) through a descriptive methodology, a transectional or cross-sectional design and the application of a non-probabilistic convenience sampling applying the inclusion and exclusion method. The research is divided into five chapters: the first presents the antecedents, the theoretical framework and reference framework, the second develops the research plan setting the objectives and general and specific hypotheses; the third explains the work methodology; the fourth analyzes the descriptive results and the fifth finally presents the results, conclusions and recommendations. The research concludes by demonstrating the existence between the green marketing mix and brand equity at different levels and dimensions. This research is useful for anyone interested into develop a green marketing mix strategy for ecological products that wish to increase brand equity and enhance the competitive advantage of a business or trade.
Tesis
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SHYU, DUN-LIN, and 徐敦玲. "Green Port Marketing Mix Elements in Taiwanese International Commercial Ports." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gz7sue.
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碩士逢甲大學
運輸與物流學系
106
Green Port has become one of the most concerned issues among port operators worldwide in recent years. Most literature about Green Port in the past focused on developing greening strategy or analyzing the direction of greening plans, and therefore, the study was based on marketing and discussed considerable factors and attributes of Green Port development by analyzing survey-questionnaire. The respondents of this study included not only the staff members form Maritime & Port Bureau and Taiwan International Ports Corp-oration Ltd. (Headquarter and branches in Keelung, Hualien, Taichung and Kaohsiung) but also participants on registers of member representatives from Shipping Agencies Associations and National Association of Chinese Ship-owners. A total of 100 questionnaires were distributed (20 to MOTC, 50 to TIPC, 20 to NACS and 10 to shipping agencies). 70 valid questionnaires were received and the response rate was 70%. The study focused on Product, Price, Place and Promotion through Importance-Performance Analysis. The result indicated that the items needed to be maintained (high importance and high performance) among four factors: international environmental certification, creating complete guidelines of developing Green Port and the development and integration of wharf and transit shed facilities in Product; tax incentives and rewards in Price; building single-window system in Place; the improvement of employee training and holding forums regularly in Promotion. The items needed to be improved as a first priority (high importance and low performance): waste dumping management in Product, and setting automated online computer connections in Place. The conclusion of the study revealed the essentials of marketing mix and could be for the reference of both authorities and port-related traders when using marketing strategy and in the process of managerial decision making.
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Chao, Mei-hua, and 趙美華. "Case Studies on Consumer Electronic Industry Using Green Marketing Mix Strategy in Taiwan." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/50646453103760975076.
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碩士大同工學院
事業經營學系
85
CASE STUDIES ON CONSUMER ELECTRONIC INDUSTRY USING GREEN MARKETING MIX STRATEGY IN TAIWAN ADVISOR : Prof. Yen-hui Chang STUDENT : Mei-hua ChaoTATUNG INSTITUTE OF TECHNOLOGYGRADUATE SCHOOL OF MANAGEMENTMASTER THESISJUNE 1997ABSTRACT During the twentieth century, the environmental movement has evolved over three distinct "waves." The first wave emerged under President Theodore Roosevelt, who recognized the need to protect wilderness lands and establish national parks. This planted the seeds that would grow into conservation battle between businessmen and environmentalists. After a period of unprecedented industrial growth, a surge of citizen activity sparked the Second Wave. The 1960s heralded an escalation of anti-pollution and conservation laws. There are some groups, such as Greenpeace, Pollution Probe, and the Environmental Defense Fund (EDF). Nowadays, it is the Third Wave. Many companies now are using their expertise to develop market-based oriented marketing programs that make ecology strategically attractive to industry. The objectives of this research are as follows: 1. To fine out what the businesses'' manners of recognition and opinions about the environmental issues are.2. To discuss how the businesses claim the environmental issues in their marketing mix strategy.3. To investigate the results of the present green marketing and whether it has achieved the preset goal or not.4. To study the factors of success and the problems with the current green marketing mix strategy .5. To offer the conclusions for this study, and suggestions of green marketing to the business, government and professional institutes by the analysis of cases and the construction of propositions. This research presents 8 propositions and 3 subpropositions according to the proposition structure . They are shown as follows:※The relationship between the green marketing strategy and the internal organization.Proposition 1 : The business that produces green products does NOT have to be the business of green "concepts."Proposition 2 : The greening in the business mostly depends on the powerful executive department and the systematization of greening procedure.※ The approach and discussion of green marketing mix in business.Proposition 3 : The green products are friendly to the environment, but the function of products is NOT necessarily raised.Proposition 4 : The price of green product in the business of green "activities" has tended to be higher than that in the business of green "coverings." Proposition 4-1 : The price of green product tends to be higher than that of non-green product but is still acceptable by the customers.Proposition 4-2 : The price of green product will be lower than it is now in the future.Proposition 5 : The green product does NOT change sales channel obviously but has much effect in the vertical sales channel integration among the forward and backward manufacturers.Proposition 6 : The media promotions and charity activities are the basic and major means of business to promote the green products.※ The result and afterthought of green marketingProposition 7 : The reduction of cost in the future has positive effect to the continuity of green marketing activities.Proposition 8 : As the result of green marketing mix to business, the non-economic performance is larger than the economic performance. Proposition 8-1 : The economic performance of green marketing will increase as the promotion of greening.
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Viana, Duarte Manuel dos Santos Duarte Gomes. "Marketing plan for Club del Gourmet and SuperCor." Master's thesis, 2015. http://hdl.handle.net/10071/11599.
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JEL: M300 Marketing and Advertising: General
JEL: M390 Marketing and Advertising: OtherThis Master project has the objective of developing a strategic and operational Marketing Plan to support the launch of an innovative service to the gourmet sector, more specifically at El Corte Ingles, being the service available in SuperCor and Club del Gourmet. The idea behind the service is to provide the customers’ with a gourmet recipe and all the bundle of ingredients that are inherent to the recipe, plus the possibility of adding a specific wine that goes particularly well with determined gourmet recipe. Nowadays, society already has the service of delivery of goods to consumers’ homes, and this is the some case with SuperCor and Club del Gourmet. What is lacking here in Portugal is a tailored service for the customers’ that do not have enough time to go shopping every day, do not know where to find some ingredients and do not like or know how to cook at home. This Master project intends to eradicate this problem and be the pioneer of this innovative type of delivery. A strategic and operational study was made and is presented along this master project, so that it could be identified the potential market for the service, as well as the service value and necessary characteristics are needed for the potential consumers’ of this service. A marketing strategy was also defined and designed, as well as marketing-mix components, so that it could be possible the launch of this new service for the right audience, with the accurate tools and with all the correct characteristics, and well communicated for the potential costumers’; so that this new service can be successfully launched in the gourmet market.
Este projeto de mestrado tem como objetivo o desenvolvimento de um plano de Marketing estratégico e operacional que suporte o lançamento de um serviço inovador para o sector Gourmet, mais especificamente para o El Corte Ingles, estando este serviço disponível no SuperCor e Club del Gourmet. A ideia por detrás deste serviço é de fornecer aos clientes uma receita gourmet, juntamente com o conjunto de ingredientes que são inerentes a essa mesma receita, mais a possibilidade de se lhe juntar um vinho específico que acompanhe particularmente bem com essa mesma receita gourmet. Nos dias de hoje, a nossa sociedade já possui o serviço de entrega de bens para a casa dos clientes, sendo este o mesmo caso com o SuperCor e o Club del Gourmet. O que falta em Portugal é um serviço customizado para os clientes que não têm tempo suficiente de ir às compras diariamente, não sabem onde encontrar certos ingredientes e não sabem ou não gostam de cozinhar em casa. Este projeto de mestrado tenciona erradicar este problema e ser o pioneiro deste inovador serviço de entrega. Um estudo estratégico e operacional foi feito e é apresentado ao longo deste projeto de mestrado, de modo a que possa ser identificado o mercado potencial para este serviço, assim como o valor do serviço e que características são necessárias para os potenciais consumidores deste serviço. Uma estratégia de marketing também foi definida e desenhada, assim como componentes do marketing-mix, de modo a permitir o lançamento deste novo serviço para a audiência certa, com as ferramentas mais precisas e com as características mais certas, e corretamente comunicado para os potenciais consumidores; para que este novo serviço possa ser lançado no mercado Gourmet com sucesso.
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Oliveira, Catarina Peneda de. "O papel do marketing mix das marcas alimentares biológicas no comportamento e na educação dos consumidores." Master's thesis, 2019. http://hdl.handle.net/1822/60275.
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Dissertação de mestrado em Marketing e EstratégiaA atual poluição e possível esgotamento dos recursos naturais do planeta Terra combinados com a crescente preocupação em escolher alimentos mais saudáveis e respeitadores do meio ambiente, dão origem a uma nova forma de consumo: O consumo verde. Neste seguimento, as organizações identificaram esta oportunidade de negócio levando ao surgimento de várias marcas ligadas ao comércio destes produtos. As organizações presentes no estudo, são pequenas empresas que atuam a nível local na venda de alimentos e outros bens (e.g. cosméticos, produtos de limpeza) com consciência ambiental. Através de uma metodologia qualitativa de cinco entrevistas semiestruturadas foi procurado compreender de que forma a estratégia de produto, preço, comunicação e distribuição destas marcas procura influenciar o comportamento do consumidor e educá-lo no sentido de consumir de forma sustentável. Além do mais, perceber o perfil demográfico do seu cliente foi também tido em consideração. Os resultados obtidos demonstram que os clientes são, em grande parte, jovens- adultos, do género feminino, com filhos pequenos e com educação e rendimento acima da média. Em termos de estratégia, as marcas atualmente apostam na venda a granel como forma de evitar desperdício de produto e embalagem. Promovem também a venda de cabazes combinando produtos da época respeitando assim o ciclo da natureza. Informam o consumidor e interagem com ele, essencialmente, através de redes sociais, newsletters, workshops e eventos. Procuram fornecedores certificados, locais ou nacionais, de modo a que o transporte seja o menos poluente possível. Os principais conceitos abordados na presente dissertação passam pelo comportamento do consumidor, consumo e marketing verde e também pelo composto de marketing.
The current pollution and possible depletion of Earth's natural resources combined with the growing concern in choosing healthier and environmentally friendly food, gives origin to a new way of consumption: Green consumption. Therefore, organizations have identified this business opportunity leading to the emergence of several brands related to the commerce of these kinds of products. The organizations participating in this study are small companies that act locally in selling food and other goods (e.g. cosmetics, cleaning products) with env ironmental awareness. Through a qualitative methodology of five semi-structured interviews, an attempt was made to understand how the strategy of product, price, communication and distribution of these brands seek to influence consumer behavior and educate consumers to act in a sustainable way. Moreover, realizing the demographic profile of their client has also been taken into consideration. The results show that clients are largely young-adult, female, with small children and above-average education and income. In terms of strategy, the brands currently bet on the sale in bulk as a way to avoid waste of product and packaging. They also promote the sale of baskets combining products of the season thus respecting the cycle of nature. Informing consumers and interacting with them, is essentially through sociais networks, newsletters, workshops and events. They look for certified local or national suppliers so that the transport is less pollutant as possible. The main concepts addressed in this dissertation are consumer behavior, consumer and green marketing and also marketing compound.
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Poupineau, Sarah, and Claire Pouzadoux. "Internal and External factors that influence the ecotourists : A study on green consumer behavior, applied to ecotourism." Thesis, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22519.
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Cho, Pei-Yi, and 卓佩怡. "A Study of a Marketing-Mix Decision Model for Allocating Advertising Budget and Pricing Target Product－An Example of Green Tea Product from Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/33132721327988508521.
Full textAbstract:
碩士輔仁大學
資訊管理學系
94
Facing fast variety of environment, an enterprise must create more profits and market share for maintaining its competitive advantage and the source of customers. The operations are changed from production-, product-, or sales-oriented type to marketing -oriented type. Using several marketing methods for understanding customers' requirements, target markets are identified and then the information of products or service are correctly delivered to the right customers for attracting main potential customers to purchase all related products automatically. Under the constraints of finite advertisement resources, a media budget allocation and product pricing model is formulated in this study for optimizing various business advantages such as profit, market share, etc. A multi-objective programming is used to represent the media budget allocation and product pricing model. A prototype system based on the model is built in this study, and famous software packages Expert Choice and Lingo 9.0 are integrated and used to analyze the data and obtain the optimal planning solution interactively. Finally, under different parameter and scenario settings, several situational analyses of each enterprise’s conditions from its environment or objective are implemented. Also, some important managerial implications and guidelines are obtained from more empirical examples to help administrators effectively manage and monitor the operational strategy of each company.
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Moraes, Cátia Sofia da Silva. "Are consumers wiling to adhere to companies’ environmentally friendly packaging? : case study on Rituals and Lush Refill vs Naked Package." Master's thesis, 2018. http://hdl.handle.net/10400.14/25520.
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Rituals and Lush are two cosmetic companies that have went beyond just addressing pollution to create a strategy of environmental sustainability thru their packaging or lack of it. Rituals created a refill packaging for all its body and face moisturizers, and in the other hand Lush removed 35% of the packaging of their products.
This thesis provides a closer look at these two companies and their environmental initiatives regarding packaging, as well as the consumers behaviour and its effectiveness and see how this could influence their willingness to pay more for environmentally friendly products. In order to understand if Rituals and Lush initiatives are aligned with consumers.
The analysis is based on the literature, mystery clients, focus groups and survey. The main results showed that both brands’ packaging concepts are welcome by the consumers, and that if the issues mentioned in this thesis are addressed, they can become an example for the rest of the market. As it was seen that besides consumers’ wiliness to have environmental behaviours when questioned about the prices the same openness was not shown.Rituals e a Lush são duas empresas de cosméticos que procuraram ir além de abordar a poluição para criar uma estratégia de sustentabilidade ambiental através das suas embalagens ou a falta delas. A Rituals desenvolveu uma embalagem de recarga para todos os hidratantes corporais e faciais, e a Lush, por outro lado, retirou 35% das embalagens dos seus produtos. Esta tese fornece um olhar mais atento a estas duas empresas e às suas iniciativas ambientais em relação às embalagens, bem como ao comportamento dos consumidores, à sua eficácia e como esta pode influenciar a disposição de pagar mais por produtos amigos do ambiente. Isto irá ajudar a entender se as iniciativas Rituals e Lush estão alinhadas com os consumidores. A análise é baseada na literatura, clientes mistério, grupos de foco e um questionário. Os resultados mostraram que os conceitos referidos são bem-recebidos pelos consumidores, e que se as preocupações mencionadas nesta tese forem abordadas, estas empresas podem se tornar num exemplo para o resto do mercado. Também foi visto que apesar de existirem comportamentos ambientalmente amigáveis por parte dos consumidores, estes quando questionados sobre os preços não mostraram grande abertura.