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Dissertations / Theses on the topic 'Green marketing'
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Loewenberg, Estefania. "Green Marketing : An analysis of Green Marketing Campaigns." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-5429.
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This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.
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Kymlová, Šárka. "Green marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11042.
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The thesis acquaints readers with the basic ideas of a new trend in marketing -- green marketing. It points out its particularities, historical evolution and potential application, including warning about common mistakes. The thesis aspires to bring an overview of the topic.
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Skorik, V. "Marketing of green business." Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/65238.
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How to attract investors and entrepreneurship abroad to nation
green business? At first, describe what is green business, is organization or
enterprise that have a minimum negative influence on nature, environment
and society, support different ecological programs, help to solve environmental
pollution and avoid to damages a nature.
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Zhylenko, S. "The concept of green marketing." Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/8565.
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BORNATICI, SARA. "Riflessione pedagogica, Green Marketing, Sostenibilità." Doctoral thesis, Università Cattolica del Sacro Cuore, 2012. http://hdl.handle.net/10280/1372.
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Le connessioni euristiche tra green marketing e riflessione pedagogica implicano buone
pratiche educativo ambientali, nella prospettiva dello sviluppo umano integrale.
Pensare l’educabilità della persona e la formazione delle risorse umane, di là da
interpretazioni legate al sensazionalismo mediatico e al profitto a breve termine, significa
approfondire stili di vita, responsabilità sociale, consumo critico e green marketing.
L'attenzione al mercato non si configura come mero requisito per accrescere la
produttività, ma risulta fondamentale, in termini relazionali, per costruire una società equa,
solidale, sostenibile e aperta.
La ricerca intende indagare il potenziale valore educativo del mercato, in quanto
espressione di libertà e regolazione dei rapporti socioeconomici.Heuristic connections between green marketing procedures and pedagogical reflection imply good educational practices, in view of a full human development. Thinking today about the educability of the person and about the training of human resources, beyond interpretations related to media sensationalism and short-term profit, means deepen lifestyles, social responsibility, critical consumption and green marketing. Attention to the market is not seen as a mere requirement able to increase productivity, but it is essential, in relational terms, to build an open, sustainable and equitable society. The aim of this dissertation is to investigate the potential educational value of the market, as well as freedom of expression and regulation of socio-economic relationships.
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BORNATICI, SARA. "Riflessione pedagogica, Green Marketing, Sostenibilità." Doctoral thesis, Università Cattolica del Sacro Cuore, 2012. http://hdl.handle.net/10280/1372.
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Le connessioni euristiche tra green marketing e riflessione pedagogica implicano buone
pratiche educativo ambientali, nella prospettiva dello sviluppo umano integrale.
Pensare l’educabilità della persona e la formazione delle risorse umane, di là da
interpretazioni legate al sensazionalismo mediatico e al profitto a breve termine, significa
approfondire stili di vita, responsabilità sociale, consumo critico e green marketing.
L'attenzione al mercato non si configura come mero requisito per accrescere la
produttività, ma risulta fondamentale, in termini relazionali, per costruire una società equa,
solidale, sostenibile e aperta.
La ricerca intende indagare il potenziale valore educativo del mercato, in quanto
espressione di libertà e regolazione dei rapporti socioeconomici.Heuristic connections between green marketing procedures and pedagogical reflection imply good educational practices, in view of a full human development. Thinking today about the educability of the person and about the training of human resources, beyond interpretations related to media sensationalism and short-term profit, means deepen lifestyles, social responsibility, critical consumption and green marketing. Attention to the market is not seen as a mere requirement able to increase productivity, but it is essential, in relational terms, to build an open, sustainable and equitable society. The aim of this dissertation is to investigate the potential educational value of the market, as well as freedom of expression and regulation of socio-economic relationships.
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Cavraro, Marco <1993>. "Green Marketing and Consumers’ Behaviour." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13731.
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Crassous, Thibault, and Jeremy Gassmann. "GAINING COMPETITIVE ADVANTAGE THROUGH GREEN MARKETING : How green marketing is used as a competitive advantage?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-18257.
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The research question how green marketing is used as a competitive advantage was answered by the analysis of the multiple case-study of two organizations of the boardsports industry, Jade and Notox. The comparison between theories and interviews revealed that, by doing green branding, having eco-labels, and implementing the five I’s, Jade and Notox are differentiating. This differentiation provides them a competitive advantage. In addition, Jade and Notox innovate in green materials and processes which, coupled with eco-labels, maintain the differentiation and generate a sustainable advantage.
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Johansson, Emma. "Build it green : To create entry barriers with green marketing." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12174.
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Master thesis in marketing, 15 credits, School of business and economics, Linnaeus University, Växjö, 4FE02E, spring 2011 Author: Emma Johansson Tutor: Åsa Devine Title: Build it green – To create entry barriers with green marketing Background: In the beginning of the 21st century sustainability have become of higher importance for companies. One tool to manage sustainability is green marketing; an approach through which companies can gain competitive advantage. But is it possible to influence the market structure by using green marketing and is it possible to make it difficult for new actors to enter the market? Purpose: The purpose of this research is to investigate how companies can use green marketing to create entry barriers. Delimitations: This thesis is delimited to investigate the work of creating entry barriers, not to measure the effect of it. Furthermore the empirical research only includes companies on the Swedish market. Method: To investigate how companies use green marketing in relation to entry barriers today a quantitative approach was used and an electronic questionnaire was conducted. Conclusion: For established companies to protect their position on the market it is important to not only concentrate on the barriers most commonly related to green marketing. Rather green companies can establish a wide spectrum of barriers related to green marketing in order to make it more difficult for new entrants to establish themselves. Suggestions for further research: The next step to make within the field of green marketing as a barrier to entry is to investigate the effect of the barriers examined in this research. It is also necessary to do industry specific researches to investigate if some barriers are more important for certain industries. Keywords: Entry barriers, environmental commitment, green entry barriers, green marketing, strategic barriers to entry, structural barriers to entry, sustainability.
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Jahdi, Khosro Saftarzadeh. "A study of ethical green marketing." Thesis, Sheffield Hallam University, 2006. http://shura.shu.ac.uk/3196/.
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This thesis examines the extent and scope of influence of ethical and green issues on organisational decision making strategies. It further analyses companies' approach to such themes and the manner in which ethical and green marketing is implemented. Associated concepts such as corporate social responsibility, sustainable development and so forth, as well as the background to the emergence and growth of interest in environmentalism and the relevant ethical perspectives are explored. A comprehensive review of the literature carried out over almost 10 years and spread over a number of chapters is further complemented by the findings of case studies based on organisations participating in this research programme, in 1999, 2003 and 2005. The result is an invaluable insight into major ethical and green theories and concepts as well as their possible implementation by the firms in question. This compares and contrasts theory with practice and is also used for triangulation purposes. The findings indicate that, overall, organisations are either increasingly implementing green policies or are seriously considering their application to their operations and activities. Driving forces of company greening policies were also discussed in this thesis. Although the majority of organisations agree with the notion that `good ethics are good for business', there was no indication of an industry wide paradigm shift. Higher levels of consumer cynicism and suspicion of `green-washing' was also noted. Marketing managers have a major task to educate and, convince consumers and promote green products as those that are of high quality, value for money, accessible and simultaneously green. A further social responsibility of marketing managers is to move beyond product focused greening and to formulate and implement holistic marketing strategies that encompass all components of marketing and business.
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Romão, João Afonso Guimarães. "Green marketing : perspectiva empresarial em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10685.
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Mestrado em Ciências EmpresariaisNos dias que correm, a mentalidade empreendedora, através da responsabilidade social e preocupação ambiental, pretende assegurar o novo paradigma sobre o bem-estar ambiental, promovendo ações que tornem o meio ambiente mais limpo e sustentável. Este estudo exploratório tem como objetivo definir o perfil das empresas portuguesas relativamente às estratégias de sustentabilidade implementadas, bem como encontrar uma associação entre as estratégias específicas dessas mesmas empresas e as perceções dos seus gestores sobre a performance financeira e vantagens competitivas. Na elaboração deste estudo foram realizados inquéritos às 1000 maiores empresas em Portugal em 2012, segundo a revista Exame. Sem conseguir afirmar que existe uma relação entre cada tipo de estratégia de sustentabilidade e os resultados analisados (performance financeira e vantagem competitiva) acreditamos que, com uma amostra mais representativa, outros resultados poderiam ter surgido. Ainda assim, observamos que não há efetivamente uma ligação entre as práticas de sustentabilidade e as perceções de performance financeira e vantagem competitiva para a gestão de uma empresa. Mesmo não podendo garantir a força destas associações, o único caso em que podemos admitir que uma associação existe, surge quando em comparação entre os tipos de estratégias de sustentabilidade "Tactical" e "Strategic" no que diz respeito à análise dos seus efeitos na Vantagem Competitiva.
Nowadays from social responsibility to environmental concern, the entrepreneurial mindset looks to ensure that is perceived as clean and caring. This exploratory study aims to profile Portuguese companies relating to sustainability strategies and study an association between these specific companies' strategies and managerial perceptions of Financial Performance and Competitive Advantage. In this study, developed with a survey to the 1000 biggest Portuguese companies, according to the Diário Económico journal (2012). In conclusion, we cannot state that a strong association exists between each type of sustainability strategy and the outcomes analyzed (financial performance and competitive advantage), still, we also believe, that with a greater sample other results might have arisen. Also, we found that there was not an effective association between sustainability practices and management perceptions of a company's financial performance and competitive advantage. Even though we cannot ensure the strength of these associations, the only situation where can state that an association exists is, when comparing the Tactical with Strategic types of sustainability strategies, relating to Competitive Advantage.
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Horychová, Tereza. "Srovnání green marketingu a greenwashingu." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262817.
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This dissertation explains area of so called green marketing and shows also it's less known face - greenwashing. The thesis defines these terms from develop, design and typology point of view.
The goal of thesis is to find out an occurrence level of greenwashing which means a possibility to reach an environmental image without an ecological activities and to compare it with a range of real green marketing. A practical part focuses on an analysis of 50 most valuable companies of present days which are considered as environment friendly. All necessary data are gathered by this analysis.
Results are reached by a comparative analysis which shows us a companies committing greenwashing. A ratio of green marketing and greenwashing occurrence, most often occurrence of particular methods as well as branches of most often greenwashing occurrence are determined by evaluation of above mentioned comparative analysis. The assessment is presented in an outcome of diploma thesis.
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Correa, Vanessa K. "MARKETING SUSTAINABILITY." University of Cincinnati / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1179260145.
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Popova, O. Yu, and A. V. Rubtsova. "Reasons and strategies for adopting green marketing." Thesis, Sumy State University, 2015. http://essuir.sumdu.edu.ua/handle/123456789/42831.
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As customers become more environmentally conscious and their demands for eco-friendly products and services increase, many industry professionals have engaged in developing and promoting ecologically sustainable products and services while striving to strengthen their business commitment to sustainability. Green practices enable companies to save on long-term operational costs while gaining a competitive advantage by developing or enhancing a positive image and reputation.
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Humbatova, Maya. "Green Marketing - a Case for Electric Vehicles." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-194199.
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Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.
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Molo, Ryan Patromo, and Justin Carre. "Green Marketing : Student’s perceptions and preferences in the University of Gavle." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19894.
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Aim: The aim of this study is to determine the factors that may influence the purchasing behaviour of the students of the University of Gavle with regards to green products. This study aims to answer the question if the following factors such as: gender of the students, price of the green product, level of green awareness and the green behaviour of the students and whether they have a significant difference with the purchasing behaviour of the students. Design/methodology/approach: The framework is structured on the bases of examining the correlation between the following variables, green behaviour, gender, level of green awareness of the respondents and the price of the product with regards to the purchase of green products. Data was collected via randomly distributed questionnaires and an online survey. SPSS version 22.0 was used to analyse the results of the questionnaires through correlation analysis and linear regression analysis. Findings: Our findings show that the genders of the respondents, level of green awareness and the green behaviour have a significant, positive influence on their purchase behaviour, whilst the price of the green product has a negative influence on the purchasing behaviour of the students of the University of Gavle. Limitations and Suggestions for further research: The limitations of the study were the time, size of the sample group as well as the language of the questionnaire. To enhance the representation of the sample, future research should aim at targeting a larger sample group and a wider variety of variables should be examined. Originality: The study examines a variety of factors other than the green awareness of the respondent, that influences the purchasing behaviour of the respondents and this information could provide important results for companies when it comes to marketing a green product.
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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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Khanlarov, Eldar, Олена Юріївна Чигрин, Елена Юрьевна Чигрин, Olena Yuriivna Chyhryn, Олексій Валентинович Люльов, Алексей Валентинович Люлев, and Oleksii Valentynovych Liulov. "Marketing and management strategies for enhancing green competitiveness." Thesis, Varazdin Development and Entrepreneurship Agency and University North, 2020. https://essuir.sumdu.edu.ua/handle/123456789/83877.
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The article deals with green competitiveness advantages for companies. The green competitive development is considered to be an essential condition to provide a high level of sustainable social and economic development. The authors systematized scientific investigation of the key determinants of the green competitiveness according to the marketing, technological, innovative, communicative, stakeholders, qualitative, level, fiscal and ethic approaches. The primary purpose of the study is to analyse the preconditions for promotion the green competitiveness of enterprises and analyse the influence of the using marketing tools (ensuring the proper quality (environmental) of green goods and services, differentiation of pricing policy, creation of green commercial networks and platforms, promotion of eco-goods and green activity, interaction with the consumers) on a company’s descriptive variables (market segment (sales volumes), green image, efficiency of companies activity, products competitiveness). The object of study is the companies from the food industry, agriculture, machinery-producing industry and production of building materials. The quantitative study employed a sample of 110 companies, for testing each competitive advantage dimension against the established green marketing tools and company descriptive variables using the method of logistic regressions. The obtained results showed the level of integration mix marketing tools for supporting the green competitive advantages. The highest level of integration is in the food industry, the lowest level – in the production of building materials. Provided evaluation gives the opportunity to suggest the system of marketing instruments for forming and strengthening the company’s green competitive advantages.
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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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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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Källström, Emma, and Julia Brandin. "A greener industry or just green marketing? : an exploratory study about how consumers experience green marketing in the fast fashion industry." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22134.
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The purpose of this thesis is to explore how consumers experience green marketing within the fast fashion industry. The Theory of Planned Behavior was used as a foundation for a conceptual framework. A qualitative approach was used, and the empirical data was gathered through three semi-structured focus groups with a total of 17 participants. Participants were acquired through a convenience sampling method, influenced by purposive sampling. Firstly, we concluded that some consumers believe that green marketing within the fast fashion industry is a positive trend that contributes to a more sustainable industry, while some believe it is false, a facade and a sales ploy. Secondly, we found that important reference groups who influence consumers’ experience of green marketing within the fast fashion industry are social norms, trend, social media and influencers. Lastly, consumers sometimes choose to believe in green marketing campaigns since it is too time consuming to check the validity and it eliminates the search for further information. Due to the daily exposure of these campaigns, some consumers associate these with sustainable collections. However, some are more critical toward the use of green marketing within the fast fashion industry and believe that it contradicts sustainability. Previous scandals within the industry are also affecting consumers’ experience of fast fashion in relation to sustainability. The findings have contributed to understanding of how consumers experience green marketing within the fast fashion industry. Also, it provides useful insights that fast fashion companies can use to conduct a more trustworthy and genuine green marketing.
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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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Bělonohá, Romana. "Zelený marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76908.
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The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.
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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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Guimarães, Antonio Fernando. "Marketing verde e a propaganda ecológica: uma análise da estrutura da comunicação em anúncios impressos." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-19102006-153357/.
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Este trabalho, apresenta a análise de conteúdo de um conjunto de anúncios ecológicos impressos, obtidos de empresas de setores econômicos diversos. Objetivou a analisar a estrutura implícita desses anúncios, os apelos ecológicos utilizados, o grau de profundidade com que o assunto ecologia era tratado pelas empresas pesquisadas. Começa com uma revisão do referencial teórico abordando parâmetros da responsabilidade social; conceitos de marketing estratégico e do marketing operacional; o marketing societal e as relações entre a comunicação integrada de marketing e o marketing ambiental. Como estrutura de análise, selecionou-se uma amostra de anúncios impressos escolhidos por conveniência e por meio de uma análise estatística multivariada, utilizando a técnica do Escalonamento Multidimensional (MDS), obteve-se um mapa perceptual que posiciona as empresas de acordo com critérios de similaridade entre si. Uma outra técnica de estatística multivariada - Análise de Conglomerados foi aplicada para definir no mapa perceptual, os conglomerados que agrupam as empresas que se caracterizam por serem mais homogêneas entre si.This work presents an analysis of a sample of printed environmental ads attained from companies of several economic sectors. The purpose was to analyse the implicit structure of such an ads; its environmental appeals; the depth of the ecologic matter was treated by the researched companies. It satarts with a careful analysis of the theory concerning the social responsibility; the strategic and operational marketing concepts; the societal marketing and the relationship of the integrated marketing communications and the green marketing. As analytical framework was used a convenience sample of printed ads and by a multivariate data analysis using the MDS Multidimensional Scalling technic, a perceptual mapping was built to positioning the companies in terms of similarity judments. Another multivariate technic Hyerarchical Cluster Analysis was used as to define, in the perceptual mapping, the clusters that contain the companies that was characterized as to be homogeneous among themselves.
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Söderström, John, and Jesper Luiga. "The new age of Green Marketing in Swedish forestry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76450.
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The adoption of Green Marketing within the Swedish forest industry has raised questions as to why there has been an increase in implementation of the concept, and what the results have showed. After conducting eight semi-structured qualitative interviews with companies involved with forestry in Sweden, this paper has been able to showcase an in-depth analysis. The companies interviewed include a forest owner, five forestry companies, a packaging company, and a lobby initiative in Sweden. This has allowed the research to explore different perspectives in the forest industry. The answers derived from the interviews were for the most part in correlation to each other, and highlighted the similar ways to approaching Green Marketing within the Swedish forest industry. Public concern, governmental regulations, and opportunity to form strong relationships were all seen as reasonings behind the usage of Green Marketing. The Swedish forest industry has done very well in avoiding many Green Marketing mistakes, and has also showcased a strong effort in following what is known as the ‘Golden Rules of Green Marketing’.
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Pleming, Katrina Janelle. "Consumers' perceptions and attitudes towards firms' green marketing initiatives: How do they influence green consumption?" Thesis, Queensland University of Technology, 2016. https://eprints.qut.edu.au/93575/1/Katrina_Pleming_Thesis.pdf.
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This thesis examines green marketing and green consumption behaviours addressing limited understandings about how consumers interpret their green consumption behaviour in their everyday lives; what motivates people to purchase green products, and what barriers exist to this behaviour. Findings reveal that enhancing green consumption through green marketing depends on consumers' enthusiasm to engage in green practices and green behavioural influences. The research supports the need for qualitative research to provide rich insights into relationships between consumer behaviour, green marketing and green consumption and builds a stronger knowledge foundation by introducing social practice theory into the marketing discipline.
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Yao, Becatien. "Adoption of new-media marketing in the green industry." Thesis, Kansas State University, 2016. http://hdl.handle.net/2097/32840.
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Master of ScienceDepartment of Agricultural Economics
Hikaru H. Peterson
Aleksan Shanoyan
Nurseries and garden centers face challenges to stay economically viable, particularly in rural areas. Their efforts to advertise horticultural products through traditional methods seem insufficient to increase their sales. Marketing through new media is receiving more attention by businesses across various industries. In order to assess whether this growing interest in new-media is applicable to the green house industry, it is important to determine their impact on business performance and the factors driving its adoption. Few studies report the impact of social media on nurseries and garden centers performance. The literature on technology adoption shows that network and learning effects play a critical role in agricultural technology adoption (Bandiera and Rasul, 2006; Baerenklau, 2005), while perceived ease of use and perceived usefulness have been identified as the major factors of adoption of information technology (Davis, 1989; Lorenzo-Romero et al., 2014). This study builds on the known factors of agricultural and information technology adoption to determine the key variables affecting the extent of use of new-media marketing in the green industry. Using a survey, data were collected from 161 nurseries and garden centers across the United States. Results indicate that the network effect had a robustly, positive effect on the extent of use of new-media marketing in the green industry. The estimated network effect was statistically significant in the models using frequency of online marketing use, frequency of social media use and hours of social media use as the respective dependent variables measuring the use of new media. Other statistically significant factors include the percentage of retail sales, the perceived usefulness, and the city population. The study also found that new-media marketing, measured by the number of hours spent on social media, had a positive impact on sales for nurseries and garden centers making more than $200,000 a year. By providing evidence of new-media marketing effectiveness, these results contradict the belief that sales do not increase immediately after a social media campaign, suggesting a low return on investment. Besides this evidence, the magnitude of the network effect and the differences in critical factors driving adoption across firm size are key information to tailor training programs and make informed policy decisions to support marketing efforts.
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Mitchell, Lorianne D., and Dana Harrison. "The Evolution of Ford Motor Company’s Green Marketing Strategy." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/8332.
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Hagman, Olivia, Ida Segerqvist, and Sofie Wahlström. "Credibility of Green Marketing in the Fast Fashion Industry." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36169.
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Purpose - Existing literature about consumer perception has received substantial notice in the field of psychology. However, less is known about consumer perception of green marketing. To address this absence, this thesis aims to investigate how credible consumers perceive green marketing to be, in the context of the fast fashion industry. Additionally, the authors strived to explore which green marketing claims, portrayed by fast fashion companies, consumers see as more credible and why. An analytical combination of empirical findings and literature on green marketing, consumer credibility and the fast fashion industry was conducted to generate comprehensive results on which factors affect the credibility of green marketing, by fast fashion companies, as well as how different green claims are perceived. Design/Methodology/Approach - The research took a concurrent mixed method approach, meaning that both qualitative and quantitative data was used. The data was collected through focus groups, consisting of a general discussion and a questionnaire, as well as a survey. The focus groups were held with Swedish students at Jönköping University, and the survey was distributed to individuals with a Swedish cultural background. The research approaches used for this study was inductive and abductive. Findings - This thesis suggests that for fast fashion companies who want to understand what affects the credibility of their green marketing, there are six factors which should be considered; perception of green marketing; previous perception of companies and brands; limits of the industry; price’s effect of the credibility; short-term versus long-term solutions; and showing results. Additionally, the study suggests that fast fashion companies should focus on product- and process oriented green claims in their green marketing, as these were perceived as most credible. Further, environmental fact claims were perceived as least credible, and will therefore be hard for companies to implement. Research Limitations and Implications - Due to the limitations of this thesis, the empirical findings need to be tested in a study consisting of a larger sample, as well as including several research strategies. Further, the research should be tested on a larger scale than a Swedish cultural setting and in more industries than the fast fashion industry, in order to generalise the findings. This thesis suggests that companies in the fast fashion industry should evaluate the claims they use in their green marketing, in order to optimise the perceived credibility of green marketing.
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Brunner, Raphael, and Soraya Norouzi. "Going green across borders : A study on the impact of green marketing on the internationalization of SMEs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105257.
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In recent years, the aspects of sustainability and environmental friendliness have taken on an increasingly large role in our society and due to climate change and scarcity of resources, green technologies are growing. As the consequence, this ongoing trend has affected the business environment. Companies need to adapt their strategies to a sustainable manner and take advantage of the potential opportunities generated by this change. Considering the impact and importance of Small and medium-sized enterprises (SMEs) in the global business environment and economic development, this paper has therefore addressed the question of how SMEs can gain a competitive advantage by implementing a green marketing strategy and how far possible advantages can be used for the internationalization of these companies. For this purpose, semi-structured interviews were conducted with five German and Swedish case companies to investigate to what extent they are implementing a green marketing strategy, if they have reached any competitive advantages generated by this strategy, and whether these competitive advantages have contributed to a smoother internationalization process. To answer these questions, the case companies are positioned on the green marketing matrix proposed by Ginsberg and Bloom (2004) which is the basic concept for analyzing the respective strategy, then case studies’ attitudes regarding the aspect of sustainability, competitive advantages raised from implementing a green marketing strategy and their potential impacts on internationalization process are analyzed. According to the empirical findings, the case studies have registered a tremendous change in customers' behavior regarding green behaviors in society, which emphasizes the need to implement a green business strategy. Particularly, applying a green marketing strategy enables companies to achieve several competitive advantages which help them develop an optimal position against competitors and even exploit them in their internationalization process.
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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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VILLBERG, KARIN, and KARIN HULTIN. "Fast, green and conscious." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17373.
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In this study we have examined young consumers thoughts and opinions regarding how green marketing is used in the fast fashion industry. Previous studies in the topics of fast fashion shows that the concept is increasing at the same time as the demand for sustainable products are greater than ever before. Companies uses green marketing in order to meet the demand for sustainable products, but green marketing is often used in a wrong way and products are marketed as more green than they are. We wanted to see consumers understanding of green marketing campaigns from fast fashion companies and how they perceive "green" in messages. Also thoughts and opinions about sustainability strategies and green products have been discussed in order to meet our purpose to see how young consumers perceive green marketing in the fast fashion context? Our study is based on a qualitative research and two focus groups were used for the collecting of empirical data. A previous field study about consumers responsibility toward fast fashion has additionally has been used as both inspiration to the chosen topic and the results has been used for problem discussion and in the discussion chapter in this study. The theoretical framework contains of the parts fast fashion, consumer behaviour, sustainability, green marketing and green campaigns. All parts are chosen to its relevance to the issue and are discussed from a fashion perspective. Results from our study shows that young consumers in age of 20 to 30 years old don't perceive green marketing. The connection between fast fashion and green marketing is unclear and consumers don't relate fast fashion with sustainability. Young consumers low knowledge about green marketing and sustainability in the fast fashion context is a reason why they don't care about the environment when buying clothes. Our study further shows that consumers associates sustainable collections with limited assortments, unattractive and expensive products and therefore prefer other products. Finally this study shows that consumers want green marketing to communicate a clearer message to understand the advantages of buying green.Program: Master Programme in Fashion Management
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Johansson, Joanna, and Johanna Lindgren. "It’s greener to dive in the Philippines! : A qualitative study of green marketing in dive and adventure tourism." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-49596.
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Purpose and research question: The purpose of this study is to provide and attain a deeper understanding of how the business philosophy of green marketing affects recreational adventure tourism. Further, the study intends to identify and analyze green marketing in relation to service development, green marketing strategies, branding, segmentation and positioning in the dive tourism sector. This has formulated our research question: How does green marketing affect adventure tourism? Methodology: A qualitative research method offers a deeper understanding of the effects of green marketing in the context of recreational dive tourism sector which is currently one of the fastest growing categories of adventure tourism. The study has followed an abductive research approach with an inductive initial departure and thereafter a simultaneously assemble of a theoretical framework during the sequence of conducting ten in-depth interviews. Conclusion: During this study we have identified tendencies deriving from the empirical findings and the literature review. The theoretical implications of this thesis involve filling the research gap of green marketing in a context of dive and adventure tourism. Furthermore, the practical implications involve that an implementation of green marketing can imply competitive advantages and exert a strong differentiation effect on brands. Thus, the integration of green performances and the communication sustainability could facilitate the dive tourism sector’s development towards increased environmental awareness. We further argue that the effects of green marketing in the dive tourism could be applicable in other categories of adventure tourism due to its dependency on nature and the current increasing trend of environmental awareness.
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Flores, Calampa Verónica Melissa, Gálvez Claudia Alessandra Jerí, Farfán Norma Elena Solis, and Rojas Daniela Mercedes Sotelo. "Green House." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/625620.
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El presente proyecto se ha llevado a cabo con la finalidad de ofrecer un producto que brinde una experiencia con la naturaleza agradable y entretenida. El kit de siembra, será un producto diferenciado que incentive al consumo de alimentos orgánicos y saludables, aprenderán a cosechar y cultivar en casa. Es una nueva opción para las empresas que desean mejorar la imagen corporativa en el rubro ecológico.
El plan de marketing, se enfoca principalmente en utilizar una estrategia de marketing B2C mediante ferias y ventas online para particulares atendiendo una necesidad no cubierta. El segundo segmento utilizará la estrategia B2B, dirigida a empresas interesadas en resolver necesidades específicas como la mejora de una imagen ecológica. Se busca el posicionamiento de la marca y el cumplimiento de los objetivos proyectados.
La gestión de RRHH está enfocada en atraer candidatos calificados, capaces de desarrollar las competencias exigidas, se ofrecerá un buen clima laboral dentro de la corporación buscando el compromiso sostenible de los colaboradores con la empresa.
El plan de operaciones establecerá actividades, procesos y políticas claves enfocado en cumplir el lead time y un adecuado relacionamiento con los proveedores reforzando la calidad del producto.
En el plan financiero, se estima una proyección a tres años, la inversión inicial será de S/.70,913.00 aportada por los accionistas y nuevos inversores. El PRI se estima que será en un año.The present project has been carried out in order to offer a product that provides an enjoyable and entertaining nature experience. The seeding kit will be a differentiated product that encourages the consumption of organic and healthy foods, each person will learn how to harvest and grow at home. In addition, it is a new option for companies that want to improve the corporate image in the ecological field. The marketing plan focuses mainly on using a B2C marketing strategy through fairs and online sales for individuals attending a need not covered. In the second segment, the B2B strategy will be used, aimed at companies interested in solving specific needs such as the improvement of an ecological image. The company look for the positioning of the brand and the fulfillment of the projected objectives. HR management is focused on attracting qualified candidates capable of developing the skills required by the company, maintaining a good working environment within the corporation, seeking the sustainable commitment of the employees with the company. The operations plan establishes a series of activities, processes and key policies for the business focused on meeting the lead time and the appropriate relationship with the suppliers, reinforcing the quality of the product. In the financial plan, a projection is estimated at three years, the initial investment will be S/.70,913.00 contributed by the shareholders and new investors. The PIR is estimated to be one year.
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Чигрин, Олена Юріївна, Елена Юрьевна Чигрин, Olena Yuriivna Chyhryn, Тетяна Володимирівна Пімоненко, Татьяна Владимировна Пимоненко, Tetiana Volodymyrivna Pimonenko, Юрій Валентинович Білан, et al. "Digital marketing for green goods promotion: modern trends in entrepreneurship." Thesis, Publishing House Alexander Dubček University in Trenčín, 2019. https://essuir.sumdu.edu.ua/handle/123456789/83845.
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In the article mainstreamed the necessity of implementation the digital marketing technologies for green product and services promotion. The main purpose is to analyze the modern tendencies in the entrepreneurship with the connection of the green consumerism and systemize the approaches to spreading digital technologies in the marketing strategies. The authors emphasize the existence of appropriate benefits for green entrepreneurship development with the connection of global tendencies of consumer’s preferences in the wishing to buy green products and goods. At the same time the widening spheres of sustainable entrepreneurship establish opportunities for creation and implementation modern marketing strategies. The assessment of implementation the digital marketing technologies for green product and services promotion have to hold to main aspects which
give the opportunity to estimate the general digital and social media usage behavioral models by green consumers. The authors proposed the procedure of the investigation green marketing digitalization with the systematizing types of digital media. In the paper defined the future areas for research linking between educational level of the green consumers and Internet using. For investigation the social media usage behavior pattern of green consumers the authors proved that it is appropriate to analyze such social media outlets - Facebook, Twitter, YouTube, Google+, Pinterest, Flickr, and Instagram. Also, the article proposes managerial decision and digital marketing strategies involvement green consumers on Internet.
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Ciesielski, Adrian Adam. "An investigation of green marketing opportunities at BOS Ice Tea." Thesis, Rhodes University, 2016. http://hdl.handle.net/10962/d1021246.
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The research addresses the marketing activities of BOS Ice Tea, a South African company, and whether they are reflective and grounded within their marketing activities. By analysing public data and interviewing the founding partners, Richard Bowsher and Grant Rushmere, the findings where compared against the marketing paradigms of Ottoman (1999) and the green marketing practices of Gittell et al. (2012). It was determined that the company engages in green activities, but does not communicate them clearly. Further, where the company did promote organic rooibos and sustainability, their actions were not reflective of these behaviours from an academic point of view. Thus, there was the potential for green washing. The research concludes with suggestions for a 4P’s green marketing framework, and comments on areas that need clarity.
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Zhang, Shiming. "Managing in conflict : how actors collaborate in marketing green chemistry." Thesis, University of Glasgow, 2016. http://theses.gla.ac.uk/7167/.
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The purpose of this research is to investigate business relationships, by drawing on conflict theories from organization studies and taking a mid-range research perspective to further develop these into industrial marketing research. IMP researchers have examined conflict as a threat to established business relationships and commercial exchanges, drawing on theories and concepts developed in organization studies. I adopt the behavioural approach from organisation studies, and contracts with particularly the socio-psychological approaches relating to the affective emotions of small groups. I find that there is much in common between the definitions of conflict developed by March (1999) and the theories of Jehn and Mannix (2001) on the combination of affective and cognitive ways of undertaking activities in conflicts, as conflict as experienced, emotional, aligned with material entities. These approaches have had a great influence but have not been fully considered in business-to-business research. This thesis aims to investigate how actors manage, and manage in, conflicts, and how their relationships dynamics work within networks. I develop conflict research by drawing on the IMP and Market Studies approaches, which address the pervasive conditions of business activity, encompassing the relationships and resources experienced by actors as events which trigger emotions. The overall research method chosen for this research is the case study. I identify five cases of relationships from the oil and gas industry’s service sector and examine conflict, its emotional dimensions and actors’ activities in conflicts within these cases in three empirical study chapters. Study 1 examines conflict of interest and resources and conflict as experienced by actors. Study 2 examines conflict from the emotional perspective by investigating a series of events and event-triggered emotions across the five cases of relationships. Study 3 focuses on adaptive activities undertaken in conditions of pervasive conflict, which produce incremental innovation. I propose an explanation of how actors manage, and manage in, conflict given that they tend to value and maintain relationships beyond individual episodes of exchange. Conflicts are investigated in relationships from a network perspective, showing that actors experienced these while adapting to changes in their business setting (regulation, technology or/and cost), modifying their roles in that network. By identifying conflict with the organizing forms of relationships and networks, the research shows how actors handle conflict by pursuing and combining a number of strategies, distributing the conflict across an enlarged network. By investigating the emotional dimension of conflicts, I find that affective emotion effects relationships and relationship dynamics. Actors transform and resource emotions with material entities, and in this process markets are shaped. Adaptations are part of the normal activities; actors, driven by medium term Chemical Management Service (CMS) contracts and cost pressures, undertake incremental innovation. An incremental innovation model is designed to illustrate the process of incremental innovation that operates for the ‘green chemical’ industry, and guides actors to contain costs through managing portfolios and resources, forecasting and innovation agenda, and reducing uncertainties in networks.
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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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Oliver, Jason D. "Increasing the adoption of environmentally friendly products : who are the non-adopters, and what will get them to buy green? /." View online ; access limited to URI, 2007. http://0-digitalcommons.uri.edu.helin.uri.edu/dissertations/AAI3277001.
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Silva, Catarina Estefânia de Albuquerque Morais da. "Marketing verde e o alinhamento empresa-consumidor." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/4954.
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Mestrado em Ciências EmpresariaisO crescente aumento da consciencialização ambiental tem levado consumidores e produtores a mudar o seu comportamento em relação ao ambiente, tendo sido o marketing a área de negócio onde esta mudança teve maior incidência. Uma das principais e actuais preocupações das organizações passa pelo desenvolvimento sustentável dos seus negócios, tendo surgido na área do marketing uma estratégia-chave para o cumprimento desse objectivo – o marketing verde. Nesta investigação pretende-se estudar como estas preocupações ambientais têm vindo a afectar o comportamento do consumidor e a relação do mesmo com as empresas. A pesquisa inicia-se com o estudo do consumidor ecologicamente consciente através de variáveis sociodemográficas (idade, sexo, habilitações escolares e rendimento familiar), passando pela relação entre a intenção e o comportamento efectivo do consumidor e terminando com a análise da relação entre a opinião do consumidor em relação a empresas que praticam marketing verde e o seu comportamento de consumidor ecologicamente consciente. Para o efeito procedeu-se a um estudo maioritariamente quantitativo, tendo-se recorrido a parte da metodologia utilizada por Straughan e Roberts (1999), mais precisamente à utilização da sua escala de comportamento do consumidor ecologicamente consciente – Ecologically Conscious Consumer Behaviour, aplicada sob a forma de inquérito ao consumidor. Este inquérito foi feito a uma amostra não probabilística, por conveniência. Os resultados revelaram que as variáveis sociodemográficas são relevantes para a caracterização do comportamento do consumidor ecologicamente consciente, sendo este maioritariamente do género feminino e com mais de 33 anos. A relação entre a intenção e comportamento efectivo do consumidor indicou que quanto mais intenção, maior a acção – comportamento efectivo, tendo-se verificado, por último, que quanto mais positiva a opinião do consumidor em relação a empresas que praticam marketing verde, maior o seu comportamento de consumidor ecologicamente consciente.
The recent environmental volatility has led consumers and producers to change their behavior, reduce their carbon footprint and increase their environmental awareness overall. Hence, the marketing segment and strategies have had to swiftly adapt to such trend behaviors. Currently, due to a harsh economic climate, businesses are becoming increasingly focused on creating a sustainable business model. This has fashioned an opportunity for marketers to create and center on Green Marketing strategy. This paper aims to better understand how these environmental concerns have affected consumer behavior and their relationship with companies. The research begins with a demographic breakdown of environmentally conscious consumers (age, sex, educational and family income). Secondly, it will analyze the relationship and correlation between the consumers’ intention and actual behavior, and finally, the relationship between the consumers’ opinion towards organizations that exercise green marketing and his ecologically conscious consumer behavior. A quantitative methodology was applied, using Straughan and Robert’s (1999) scale of ecologically conscious consumer behavior as a basis, and a survey was applied to a non-probabilistic and convenient sample. The results revealed, via demographic variables, that ecologically conscious consumers behavior were mainly female and older than 33 years. The relationship between consumers’ intention and behavior indicated a positive correlation between intention and action/actual behavior. Finally, greater consumer’s opinion regarding the company led to a greater ecologically conscious consumer behavior.
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Visconti, Kevin Michael. "Going Green Down Under: Environmental Communication and Green Product Marketing in the South Eastern Australian Wine Industry." Scholarly Repository, 2010. http://scholarlyrepository.miami.edu/oa_dissertations/490.
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The consumption of wine has served as an international communication expedient for thousands of years. From classical symposiums of ancient times to religious ceremonies practiced for centuries, wine has played a significant part in countless social gatherings across the ages and continents. Recent growth in international wine trade, however, has impacted an increasingly disrupted natural environment through amplified carbon output, overuse of synthetic chemicals, topsoil erosion, and water mismanagement. Vintners, or winemakers, have been tasked by the implementation of new legal standards, as well as the urging of ecologically aware prospective consumers, to instill a winemaking process that is green, or environmentally friendly, in order to demonstrate the employment of proactive measures for the long-term sustainability of an unstable Earth. As New World wine producers, Australia commands specific attention as many vineyards in this particular geographic area are actively advancing green wine production standards. Fueled by the emergent field of environmental communication, this dissertation investigates the sustainable practices being implemented by South Eastern Australian vintners during their winemaking process to offset environmental degradation and examines the new marketing discourse communicated via wine bottle labels to construct an environmentally friendly image. Ultimately, this research compares the green product marketing strategies between organic and non-organic wineries to determine the extent to which ecological messages are being promoted on wine bottle labels as a form of environmental communication.
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Fuenzalida, Polanco Almendra, and Sandoval Sebastián Mogollon. "Atributos de green products con enfoque en packaging relacionado con el green trust." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654501.
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La presente investigación se concentra en conocer como uno de los atributos de un green product, como el packaging, es de suma importancia al momento de establecer la relación con la confianza que el consumidor busca al momento de comprar un producto eco amigable, ya que es lo primero que verán en el punto de venta o por alguna plataforma digital.
La tendencia de optar por productos que tengan un impacto positivo para el medioambiente empezó a inicios de los noventas. Esta tendencia se conoce como green marketing y tiene como objetivo que las empresas creen, produzcan y promuevan un tipo de producto, con un impacto positivo en el medio ambiente y satisfacer las necesidades de los consumidores. Es asi como nace un green product, un artículo producido con propósito ambiental incluso hasta la última etapa del ciclo de vida de este. Parte importante de un green product es el packaging que también debe cumplir con la promesa de ser pro Ambiental. Este empaque debe generar seguridad y confianza a los consumidores, ya sea a través del diseño, materiales o certificaciones que avalen que es un producto 100% ecológico. La importancia del empaque genera, como se mencionó líneas arriba, una relación de confianza de la marca con el consumidor, ya que es a través de este atributo se puede generar expectativas sobre si tiene un desempeño ambiental o no.This research focuses on knowing how one of the attributes of a green product, As the packaging, It is of utmost importance when establishing the relationship with the trust that the consumer looks for when buying an eco-friendly product, since it is the first thing they will see at the point of sale or through a digital platform. The trend to opt for products that have a positive impact on the environment began in the early 1990s. This trend is known as green marketing and its objective is that companies create, produce and promote a type of product, with a positive impact on the environment and satisfy the needs of consumers. This is how a green product, an item produced with an environmental purpose even up to the last stage of its life cycle. Important part of a green product is its packaging which must also fulfil the promise of being pro environmental. This packaging must generate security and confidence in consumers, either through the design, materials or certifications that guarantee that it is a 100% ecological product. The importance of packaging generates, as mentioned above, a relationship of trust between the brand and the consumer, since it is through this attribute that expectations can be generated about whether it has an environmental performance or not.
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Gephart, Jessica A. "An analysis of green advertising for food and household cleaning products from 1960-2008." Miami University Honors Theses / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521.
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Solvalier, Ilona. "Green Marketing Strategies." Thesis, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-5850.
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Yuan-Han, Hsiang, and 相元翰. "Analysis of green purchasing under green marketing." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/52jcf5.
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碩士國立交通大學
交通運輸研究所
96
“Green” has been a trend for several years. Many countries have issued regulations to control the impact caused by consumers and companies. Nowadays, not only government but also consumers have more and more awareness about environment. Thus, green consumption and green marketing are gradually prevailed among business area. But performance of green market is still disappointing. Previous researches concentrate on analyzing the psychological effect on green consumption. But the consumers` requirements of product attributes still need to be satisfied. Thus we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose low-price and high-price products to be our objects and postulate fourteen respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual framework. Based on the survey data collected randomly in Taiwan, we use the LISREL analytical approach. At first, we use total samples to test our conceptual framework, and then we separate our samples with income-level and education-level and we test both low-price and high-price products with every kind of consumers. The empirical results indicated that every hypothesis is accepted or rejected depends on different kinds of consumers and products. According to our analysis, we find the effects of every construct are changed with different kinds of consumers and green products. Not only environment awareness but most used marketing tools can effectively affect green purchase intention. That means when marketers want to promote different green products to different consumers, they should identify the type of consumers and products first and then use diverse marketing tools. In brief, although we can`t market green products only with environment awareness, it does affect consumers and we also find that green products actually can be marketed.
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SUE, XIN-HUI, and 舒馨慧. "A New Strategy of Green Product Development and Marketing Under theIntegration of Green Consumption and Green Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96809860858176117027.
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碩士大葉大學
設計暨藝術學院碩士班
97
After the natural resources of human overexploitation, begin some and see personages appeal for the importance of the environmental child care first, then in recent years, green environmental protection becomes and falls over each other to dip in the green image above among enterprises, numerous and complicated getting green products, getting green to make Cheng, getting green to serve even not getting green marketing being set about going on prospective changing to a new form, it is on sale throughout the attention that the concept receives the relevant personages of the industry, academia more and more that green among them. So-called and getting green marketing mean, accede to the green concept in the tactics marketing of enterprise. So form a group of consumption ethnicities with green consciousness among the consuming public, among them is divided into dark green consumer and light green consumer again. In this way transition of world trends, let original pure economy of manufacturing industry, OEM of Taiwan, march toward ODM design, make economy for engineering, have to meet an emergency with higher speed. Research this attempt, probe into from thinking, getting green theory two these of marketing face, combine of green consumption, in order to analyze consumers to the relation between the environmental protection goods, and find out the goods new element that is designed of environmental protection through the angle of aesthetics, formed it with the products difference between environmental protection goods and general goods in the past, and then built the new appearance of constructing the environmental protection goods, extend, happen enterprise environmental protection goods develop marketing new goal of tactics, abolish environmental protection goods applaud myth that does not draw well. In the course of studying, make use of analytic approach of the factor to get green consumption and green marketing and design the factor relation while developing to the environmental protection goods, and the influence factor received is channeled into the environmental protection goods and designed the new element, via the analysis at two stages, its result telescopes the new element the environmental protection goods are designed and developed in the way, build and construct the environmental protection goods to develop the new tactics of marketing with this result finally. Research this purpose lie in, make Taiwan enterprise pass development marketing new tactics that innovate, with the international green trend improvement international visibility and popularity by a wide margin, and then promote the competitiveness of the world.
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Lin, Yu-Ren, and 林禹任. "Building Green Brand Equity: A Green Social Marketing Viewpoint." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/94738592652081282570.
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碩士國立高雄第一科技大學
國際管理碩士學位學程
99
In previous studies, many scholars paid attention on brand image, brand reputation, brand equity, perceived quality, corporate social responsibility, customer satisfaction and customer loyalty, but only few studies have explored them with environmental management aspects. This study proposed five rare and novel constructs – green brand image, green brand reputation, green brand equity, green customer satisfaction, and green customer loyalty. The objective of this research was fast food companies in Taiwan. The questionnaires were posted on the internet and received from the person who had the experience of buying fast food products in Taiwan. The major results of this study are described as follows: (1) perceived quality is positively associated with green customer satisfaction; (2) perceived quality is positively associated with green customer loyalty; (3) green brand image is positively associated with green customer satisfaction; (4) green brand image is positively associated with green brand equity; (5) green customer satisfaction is positively associated with green customer loyalty; (6) green customer satisfaction is positively associated with green brand equity; (7) green customer loyalty is positively associated with green brand equity; (8) corporate social responsibility is positively associated with green brand reputation; (9) corporate social responsibility is positively associated with green brand equity; and (10) green brand reputation is positively associated with green brand equity. Thus, investing on resource to increase green brand image, green customer satisfaction, green customer loyalty, corporate social responsibility, and green brand reputation is helpful to enhance green brand equity.
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Chang, Pao-Wen, and 張寶文. "Green Marketing, Green Product’s Perceived Value, and Purchase Intention." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/85405169216065349587.
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碩士中國文化大學
企業實務管理數位學習碩士在職專班
100
This study is researching customers＇awareness regarding “ Green marketing ＂,“ Green product's perceived value ＂ (Function value, Emotional value and social value), and “ Purchase intention”. This research was based on convenience sampling and the secret sampling questionnaire was conducted to obtain the real thinking of customers purchase behaviors. Two hundred and thirty questionnaires were distributed and got two hundred and eighteen subjects participated in this study; the return rate is 95%. Fifty three copies were ineffectual after filtering, only two hundred and twenty four copies can be analyzed in this studying which is 88% highly response rate. Result of the study that show Green marketing and purchase intention positively impact and the perceived value of green products in and positively affect mediated the relationship between green marketing and purchase intention. Keywords: Green marketing, product's perceived value, Purchase intention.
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Feng, Lung-Chun. "The effectiveness of green marketing." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3609.
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Green marketing has been a main topic of discussion for several years. Most studies conducted in this area have focused on the benefits of green marketing for a normal company. However, no studies have considered the effectiveness of green marketing by a negative brand like BP.
This study aims to reveal the effectiveness of green marketing after pollution. An experiment was conducted to evaluate participants’ attitudes toward the marketing strategy. Although the results were not significant, some interesting findings were revealed and are addressed at the end of the paper. They imply that individuals with green awareness are less influenced by both green marketing and an economic-assistance strategy in BP’s case, compared to individuals with lower green awareness. Overall, all participants in this study preferred the economic-assistance strategy, which means that green marketing is not effective for a corporation involved in pollution issues.text