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Collazo, Patricia, Anita Radu, and Berglund Mikaela. "Sustainable Marketing : Challenges faced when implementing sustainable marketing strategies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97836.
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Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.
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Henriksson, V. (Vilma). "Sustainable fashion marketing strategy." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223155.
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Abstract. The world is facing economic, environmental and social challenges, which have resulted in the megatrend of sustainability. It is well known that fashion industry has negative effects on sustainability. The topics of sustainability and unsustainable fashion production are very current and discussed in today’s economy. This has resulted in the demand of sustainability also from the consumers’ side, which means that companies should also start focusing on making their operations more sustainable. Companies should consider their impact on the world seriously and take corporate social responsibility into account.
The aim of this Master’s Thesis is to recognize how a sustainable fashion marketing strategy can be defined. In other words, the research purpose is to find out how a fashion company can build a sustainable marketing strategy. This research aims to awake discussion on how fashion industry can be made more sustainable.
The research is conducted by studying existing literature and analyzing the case company, Finnish fashion brand Andiata. The brand was chosen because it highlights its sustainable values and promotes fashion. The research approach is abductive and qualitative. The theoretical framework of sustainable fashion marketing strategy is built through topics such as fashion industry, fashion consumerism, fashion marketing and sustainable marketing, as well as sustainable marketing, marketing strategy, sustainable consumerism and sustainable marketing management.
This research is built on the sustainable marketing strategy model presented in existing literature. The model includes the steps of (1) Mission and objectives, (2) Market and environment analysis, (3) STP Process, (4) Marketing mix, (5) Measuring and evaluating and (6) Public participation. The empirical material consists of the case company interview and chosen marketing material: social media posts, newsletter and website frontpage. These materials and the interview structure are presented in the Appendices 1–5.
This research confirms and develops the six-step model of sustainable fashion marketing strategy. The most important findings include that the aspects of sustainability and fashion should be taken into account on each step of the process, and that sustainable marketing is much more than marketing — it should take into account the whole business operations from the production chains to end-use processes. The research also adds details to the existing theoretical knowledge about the topics.
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Clarke, Jacqueline R. "Sustainable tourism : marketing of farm tourist accommodation." Thesis, Oxford Brookes University, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.261392.
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Zeriti, Athina. "Sustainable export marketing strategy fit and performance outcomes." Thesis, University of Leeds, 2014. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.695290.
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Liu, Younan, and Ye Hei. "Exploring Generation Z Consumers' Attitudes towards Sustainable Fashion and Marketing Activities regarding Sustainable Fashion." Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52771.
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Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential. Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market. Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis. Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.
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CHAULA, OBED HENRY. "TOURISM MARKETING INTERVENTION IN SUSTAINABLE TOURISM : How can sustainable knowledge, attitudes and actions of tourism marketing organizations contribute to sustainability of tourism destinations?" Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76373.
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Kashebayev, Azamat. "Sustainable e-marketing and its influence on Swedish tourists' intention to choose sustainable travel packages." Thesis, Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-414061.
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Syniuk, Artem. "Sustainable apparel marketing and consumption : An analysis of Patagonia’s Worn Wear video marketing campaign." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53185.
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Background: The modern world struggles with an environmental crisis and many industry sectors could be considered as non-sustainable. The fashion industry is poorly performing both in ecological and social sustainability due to mass production and apparel waste caused by fast changing fashion. To reduce the negative impact on the ecological and social environment the United Nations developed the Sustainable Development Goals focussing on the economic, social, and ecological sustainability. The apparel industry influenced by the international organisations and the customers sustainability demands is forced to adjust its business strategy towards ecological and socially sustainable business and production. Purpose: The purpose of this study is to understand how the brand Patagonia, a company in the fashion industry, communicates its core values and meanings in its marketing campaign focussed on sustainable production and consumption. By analysing Patagonia`s video series of the Worn Wear marketing campaign, the underlying core values and meaning building the companies brand image on topic of sustainability could be interpreted. Method: This thesis is conducted by applying interpretive thematic analysis and visual analysis by applying the study of semiotics and documentary video analysis. The employed theories allow the researcher to discover meaning and values through conducting a visual analysis. Conclusion: The results show that Patagonia Inc., communicates a total of four major and ten secondary themes on topics of both ecological and social sustainability in the Worn Wear campaign. The themes are representing the importance of slow fashion by repairing the gear and sustainable consumption. The reciprocity between adventures and sustainable environment is being mentioned, and the social and ecological factors are expounded.
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Jamart, Thierry, and Stefanie Kupka. "The achievement of sustainable competitive advantage through relationship marketing." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2510.
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Nowadays, the European airline market is characterized by two major different airline business models; the full service airlines and the low cost airlines. Secondary, appeared for the first time in 1985 in form of the Irish low cost carrier Ryanair. In recent days, the European low cost market stands out through its growth potential and high competitiveness. Therefore, startup companies aiming to join the wave of success as well as insolvency of newly established airlines are part of the daily occurrence. The challenge, that established low cost airlines are faced with, is to create competitive advantages against new entrants and direct competitors under the circumstances of environmental changes. In addition to the described problem a model was developed in order to picture the situation. This paper aims to provide an answer to the specific question: How do low cost airlines use relationship marketing in order to enhance, maintain and attract new customers? The second step is to figure out how those tools affect the airlines generic strategy. The purpose of this study is to find out how low cost airlines in Europe deal with tools of relationship marketing and what are the effects those tools have on generic strategies. This thesis is based on a case study within the European low cost airlines market, with a special focus on three airlines: Ryanair, EasyJet and Air Berlin. These questions are addressed using information obtained in interviews with respondents from the airlines that were recently conducted in Brussels and Bremen by personal interviews and additionally by telephone interviews and email contact. The results show that relationship marketing tools are used in a different extent by the airlines. The authors could not find evidence that using relationship marketing tools is the single solution to compete more successfully than without. It is further argued by the authors that RM is just one aspect strengthening the generic strategy in order to gain sustainable competitive advantage.
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Jaafar, Norizan. "Place marketing and the antecedents of sustainable competitive places." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3637.
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The effect of globalization is recognized as the impetus which is forcing places to compete globally. Place marketing approach is an alternative for places to attract their target markets. Review on past literature indicates sustainable competitive concept is a possible solution to handling problem of place competition. The gap in knowledge indicated by rare studies on sustainable competitiveness implies the need to identify factors that describe sustainable competitive places. The sustainable competitive concept is explained through the assessment of the roles and the relationships among factors of place sustainability, place competitiveness, place attachment, place satisfaction, and place loyalty. Conceptual model of sustainable competitive factors demonstrates the relationships of these factors. Quantitative technique based on samples of two medium-sized Malaysian cities provides usable data on residents’ perception of the sustainable competitive factors. Variance based Structural Equation Modeling reveals the conceptual model’s explanatory power and predictive capability to explain sustainable competitiveness of places. The findings mark the importance of place attachment in explaining sustainable competitive places. Economic and social factors are the main components of place sustainability, and quality of life is the main component of place competitiveness. The findings reveal place loyalty as the main factor that influences sustainable competitive place. Inconsistencies in the conclusions of previous studies suggest that they fail to notice the aspect of attachment as an important predictor in investigating place - human relationships. Implications of the thesis findings are given to policymakers.
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La, Trobe Helen Louise. "Perceptions of sustainable food production through direct marketing schemes." Thesis, University of Kent, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.274344.
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Caria, Fernando Manuel dos Santos Torrão. "Case Study : Product-specific Sustainable Marketing Audit : Delta Q." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/4380.
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Mestrado em MarketingThe financial crisis, climate change, earthquakes and global warming, almost made to forget about pollution, dry seasons and famine countries. Only the fuel price peak made way for us to become aware of resource scarcity, and in general, about global natural resources depletion, along with greenhouse effect gases and the exhaustion of earth carrying capacity. Furthermore, become clear the mankind responsibility for this situation, and mainly the economic production models set in motion after World War II, based on cheap natural energy sources, but non-renewable. At the core of those economic production models are the corporations, and the marketing function they perform. so, marketing management plays a determinant role for the environmental chaos where we are immersed. The new paradigm of sustainable marketing, developed by Professor Donald A. Fuller can reverse this trend, and contribute for different production models in respect for the environment. The present case study aim to perform a sustainable marketing audit to a product-specific in order to: Perform a sustainable audit to the product-specific; Assess the product-specific sustainability; Identify differentiation and innovation measures that can become marketing advantages; Assess the product's commitment to ecological and social responsibility. The new sustainable marketing framework was applied to the capsulated coffee brand Delta Q, from the Portuguese coffee industry leading company, DELTA Cafés. The research produced a clear Delta Q environmental strategic positioning regarding P2 (Pollution Prevention) and R2 (Resource Recovery) basic sustainable marketing goals. It resulted also in a SWOT analysis covering both company and the product-specific, regarding every dimension of the production and marketing processes dealing with waste generation, which allow devising a future sound sustainable strategy. Other research findings were the opportunities to develop marketing advantages through Delta Q production and distribution processes differentiation and/or innovation. Moreover, the research came to prove the framework operability and allowed the identification of important issues for further investigation, like cost-structure impact of the sustainable marketing approach, or the internalization of eco-cost into the product's price.
A crise financeira, as alterações climáticas, os terramotos e o aquecimento global, quase fizeram esquecer a poluição, a seca e fome em muitos países. Apenas o pico do preço do petróleo, abriu caminho para nos tornarmos conscientes da escassez de recursos e, em geral, do esgotamento dos recursos naturais globais, juntamente com os gases com efeito de estufa e do esgotamento da capacidade terra. Além disso, tornou-se clara a responsabilidade da humanidade para esta situação e, principalmente, os modelos de produção económica implementados após a Segunda Guerra Mundial, com base em fontes de energia naturais baratas, mas não renováveis. No núcleo dos modelos de produção económica estão as empresas, bem como as funções de marketing que desempenham. Assim, a gestão de marketing desempenha um papel determinante para o caos ambiental em que nos encontramos imersos. O novo paradigma do marketing sustentável, desenvolvido pelo Professor Donald A. Fuller, pode inverter esta tendência e contribuir para desenvolver modelos de produção diferentes em relação ao meio ambiente. O objectivo do presente estudo de caso é realizar uma auditoria de marketing sustentável para: Auditar a sustentabilidade do produto-específico; Avaliar a sustentabilidade do produto-específico; Identificar medidas de diferenciação e inovação que possam constituir vantagens de marketing; Avaliar o compromisso do produto-específico com a responsabilidade ecológica e social. A nova abordagem do marketing sustentável foi aplicada à marca de café capsulado Delta Q, da empresa portuguesa líder da indústria de café, DELTA Cafés. Da pesquisa resultou um posicionamento, ambiental e estratégico, claro do Delta Q em relação aos objectivos básicos do marketing sustentável: P2 (Prevenção da Poluição) e R2 (Recuperação de Recursos), como objectivos básicos do marketing sustentável. Resultou também uma análise SWOT que abrange tanto a empresa como o produto-específico, em relação a cada dimensão dos processos de produção e comercialização que são responsáveis pela geração de resíduos e, que permitem definir uma estratégia sustentável para o futuro. Outro resultado da pesquisa foi a identificação das oportunidades para desenvolver vantagens de marketing através de diferenciação e inovação do produto e respectivos processos de produção e distribuição. Adicionalmente, a pesquisa permitiu concluir sobre a operacionalidade da nova abordagem do marketing sustentável e identificar questões importantes para futuras investigações, tais como o impacto do marketing sustentável na estrutura de custos, ou a internalização dos custos ecológicos no processo de formação do preço do produto.
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Gevorgyan, Shavarsh. "Is Sustainability Marketing alive? A critical exploration of Marketing courses in Swedish higher education institutions: The case of Uppsala University." Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-386460.
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In a world that is changing rapidly due to the social and environmental consequences of the unsustainable economic growth, societal and economic transformations from unsustainable visions and practices are inevitable. While there is a need to develop alternative approaches to production and consumption, changing these systems is not feasible without changing the mainstream marketing ideas and its practices where the main incentive is “how to sell more”. The initial phase of the research process supports conceptual clarity and the evolution of marketing thought towards sustainability marketing. It identifies the presence of sustainability marketing in the existing marketing curriculum through qualitative content analysis using grounded theory and quasi-statistical approaches, that facilitates the search for sustainability in marketing curriculum based on UNESCO’s indicative learning objectives for promoting Education for Sustainable Development. The thesis draws on relevant literature in the marketing field, utilizing the content analysis of various syllabi and mandatory literature of Uppsala University’s marketing courses, as well as employing semi-structured interviews with five lecturers of Uppsala University’s Marketing faculty and eight marketing students from across Sweden. The institutional setup of the case of Uppsala University is found to be problematic when considering its commitments towards sustainable development and its Action Plan for Sustainable Development 2019–2021. The study established the strong influence of dominant social paradigm in the curriculum development of marketing courses, which was evident through the content analysis and portrayals of the respondents’ perspectives of the marketing faculty. Further, it was found that the societal understanding of marketing dictates what can be taught in marketing education, which consequently circumscribes what can be researched in marketing. In addition, the concept of sustainability marketing was found to be nonexistent in mandatory literature of the courses, and was poorly covered throughout the secondary literature. Similarly, most of the mandatory literature of the marketing courses of Uppsala University do not follow UNESCO’s (2017) indicative learning objectives for promoting ESD, and hence do not promote learning for sustainable development. The results of this thesis suggest that we still have a long way to go to bring Education for Sustainable Development into marketing education, as current mainstream marketing practices and its rationale with dominant social paradigm prevalence maintains, supports and exacerbates the global unsustainable consumption and production patterns.
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Karlsson, Annika. "Communication of sustainable fashion : To communicate sustainable fashion through the label." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-538.
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The purpose in this thesis is to analyse which information about the sustainable impacts in fashion supply chain is the most important for the consumer. To find out how the eco-label can be designed with information and messages about the sustainable producing process, and to make the consumer more safe and satisfied with the fashion industry’s communication about sustainability and their sustainable products. - How to define sustainability in fashion supply chain? - What information about eco-labeled clothes does the fashion consumers require? - What are the conditions for creating and designing sustainable messages on the clothing’s eco-labels? In the final definition of sustainability according to this study, the focus falls on four distinctive expressions, which are, good working conditions, profitability, comfort and human needs. To explain this further, the good working conditions and the human needs have to do with wellbeing and health for the consumer and workers. Profitability has to do with the economy for both companies and consumers, and comfort is something both consumers and workers strive for. So the finally definition of sustainability in this thesis is to strive for better health, economy and comfort for all people. The information about eco-labeled clothes that the consumers require, have actually nothing to do with sustainability. However, the consumers require information about price, quality, and comfort. Moreover, if the product would be eco-labeled, the consumer should wish to get reliable information about the working conditions and chemicals, which gives the consumer a chance to know what they are paying for. To be able to create a message the focus should be on significances that increases the consumers self-interests, which in this case would be long lasting quality, health and price. These significances are similar to the earlier presented definition of sustainability, which is to strive for better health, economy and comfort for all people. Here comfort can be a part of the long lasting quality or a part of the good working conditions in the supply chain. Therefore, a sustainable message with reliable information about price and quality should be the symbol that explains how it affects the health, economy, and comfort for both the consumers and the employees in the fashion supply chain.
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Stead, Jean Garner, and W. Edward Stead. "Sustainable Strategic Management." Digital Commons @ East Tennessee State University, 2014. http://amzn.com/0765635453.
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Sustainable strategic management (SSM) involves analysing, formulating, and implementing business strategies that are economically competitive, socially responsible, and in balance with the cycles of nature. SSM has emerged from the coevolutionary interactions of business organisations with the society they serve and the planet they call home. SSM strategic portfolios allow organisations to create competitive advantages by serving as agents of social change and ecological protection.This book has been specifically written as a text for traditional graduate and undergraduate strategic management courses, and its short length makes appropriate as a supplementary text in these courses as well. The authors have structured the book to follow the standard strategic management process, and they have included an ongoing descriptive case on Eastman Chemical Company designed to provide an in-depth example of the concepts presented in the chapters.From creating organisational visions and missions, to formulating, implementing, and evaluating goals and strategies, this book provides readers with new ways of thinking about their organisation's strategic role in the greater society and ecosystem now and in the future.https://dc.etsu.edu/etsu_books/1054/thumbnail.jpg
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Oldsberg, Julia, and Sven A. Svensson. "The internationalization of a sustainable water managing company." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1113.
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This essay looks at the problem with the increasing water shortages in three different economic markets. This is done through the perspective of the sustainable water managing company EcoNova, who specializes in innovative water recycling technology for use in the residential development, commercial, marine, sports, tourism, mining and defence industries. Three countries were selected on a basis developed through the empirical findings, resulting in Brazil, China and Spain, where EcoNova’s systems could be successful. The empirical findings defined a number of criteria necessary for a successful market entry; these are demand and needs, financial capability, growth, competition, and psychic distance.
A PESTEL analysis was employed to retain accurate information regarding the above mentioned criteria. Based on this information, an entry model was formulated with a conclusion that Spain should be entered first, followed by Brazil and lastly China.
Here follows highlights from each country’s market potentials.
Spanish water and wastewater rules are adjusted to the EU standards, which should simplify any expansion within the EU. It is not as hard for a foreign company in Spain to establish their presence in regards to legislative and cultural issues. Products must be certified to meet EU environmental standards, which is the only significant barrier to foreign investment in Spain. The need for specialized technology equipment for water management is an advantage for EcoNova.
Brazil is the largest economy in South America and gives an access to other nations that are members of the free-trade agreement Mercosur. There is a non-official “buy Brazilian” policy, which means that having a partnership with a domestic company is important for foreign companies in the wastewater market. The demand for wastewater equipment is high. There are two solutions available to the income disproportion; simplifying the product to lower the price, or introducing the product to the Brazilian Social Action and Sanitation Program, who provides economic resources to wastewater projects.
China has a huge market where water supply pricing policies promote wastewater reclamation. The Chinese government is launching extensive environmental protection projects and encourage foreign investors to seek opportunities. There is also an expanding market for smaller water and wastewater facilities in rural areas. Recycled water can be used even in areas that are connected to a municipal sewage. Legislation requires certain areas to construct water reuse system and there is a demand for small, decentralized systems. Close relationships are vital.
The Uppsala model, the network approach, and the rational approach have been used to define and compare EcoNova’s internationalization process. It became clear that no internationalization model really fits to EcoNova’s needs, as focus is on other factors. The findings of this research are that a water managing company base its internationalization on firstly the market needs and financial situation, secondly growth opportunities, thirdly the market competition, and finally the psychic distance. These factors have to be matched to the company’s resources, objectives and orientation, so that the perception is aligned with the reality and subsequently achieve a successful market entry.
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Quitalo, Luisa. "A NOMOLOGICAL NETWORK AROUND SUSTAINABLE FASHION CONSUMPTION." Miami University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=miami1417171982.
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Genc, Ebru. "SUSTAINABLE NEW PRODUCT DEVELOPMENT: THE ROLE OF THE ENVIRONMENTAL SPECIALIST AND ENVIRONMENTAL MARKETING STRATEGY DEVELOPMENT." Diss., Temple University Libraries, 2013. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/222864.
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Business Administration/MarketingPh.D.
Companies in the twenty first century are exposed to a variety of pressures to respond to environmental issues and responding to these pressures affects several aspects of business such as purchasing, marketing and logistics. Conventional wisdom regarding the incorporation of sustainability posits sustainability as a tradeoff with other corporate goals; however, during the last decade, this paradigm has been challenged by a view that proposes this incorporation as a complementary strategy, or even as an opportunity. Understanding how firms integrate environmental issues into their corporate agendas and how these integration strategies affect performance has become very important. The process of sustainable new product development (SNPD) is one of the core areas that these strategies focus on in order to achieve economic and environmental sustainability. This thesis investigates the integration of environmental specialists into SNPD teams and the relative influence of motivational factors of environmental strategy development and the structural relationship of how they affect the performance of SNPD. It relies on two main research streams: work on sustainable management and conventional new product development. The first essay examines the integration of environmental specialists into new product development teams that are composed of several other functional specialists such as marketing, manufacturing, and R&D personnel, and its impact on SNPD performance across three stages: (1) concept development (CD) (e.g., the generation and refinement of new product ideas, market analysis, preparation of product concepts), (2) product development (PD) (e.g., actual technical product development, execution of prototype tests, test marketing), and (3) product commercialization (PC) (e.g., market launches, training, after-sales support). In this paper, we draw upon resource dependency theory as our theoretical background. We present evidence that, integrating an environmental specialist into a new product team has a positive influence on SNPD project performance beyond what the traditional members of such a team would accomplish. Through analyzing this relationship across the stages of SNPD, we gained a clearer picture of the effectiveness of this integration. In particular, the integration of the environmental specialist was more effective on SNPD project performance in the final stage of the SNPD process when the product was being launched. This effect is even greater for high-innovative projects. The second essay investigates the different motivations that drive firms to adopt environmental marketing strategies and their relative impact on new product advantage and SNPD performance. Theoretically grounded in Stakeholder Theory and the Resource - Based View of the Firm Theory, a conceptual framework was developed that portrays the antecedents and consequences of environmental marketing strategy. In regard to the antecedents of environmental marketing strategy, we examined the drivers of environmental marketing strategy development: public concern, regulatory pressures and market opportunity. The results showed that developing environmental strategies that exceed regulations (proactive strategies) leads to better new product performance than only adhering to regulations (reactive strategies). In addition, the results showed that commitment from top management becomes critical only for proactive strategies, not for reactive strategies. Finally, in regard to the consequences, we found that environmental marketing strategies lead to new product advantage and in turn, better sustainable new product performance. This thesis fills a gap in the literature with respect to the lack of conceptual and empirical contributions on the integration of sustainability issues into the new product development process, by aiming to provide new insights into how firms are integrating environmental specialists into their new product development teams and by extending our knowledge of how firms develop environmental marketing strategies and how these strategies affect new product performance.
Temple University--Theses
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Brodbeck, Heinz [Verfasser]. "Values in Internal Marketing : Living the Brand in Sustainable Banking / Heinz Brodbeck." Baden-Baden : Nomos Verlagsgesellschaft mbH & Co. KG, 2013. http://d-nb.info/1108819362/34.
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Dinan, Claire Rachel. "A marketing geography of sustainable tourism - with special reference to Devon, England." Thesis, University of Exeter, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.286578.
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Richardson, Neil Andrew. "The adoption of sustainable marketing practices within the UK music festivals sector." Thesis, University of Leeds, 2015. http://etheses.whiterose.ac.uk/13578/.
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This research investigates the efficacy of communications in matters germane to sustainable practices within the UK independent music festival sector. To do this the study identifies Triple-Bottom-Line based sustainability and/or marketing practices adopted by stakeholders and how they (and consumers) perceive related communications. The ‘sector’ is complex, fast changing, a major contributor to the UK creative economy and is forecast to grow. It is typical of the creative economy where a small number of large firms counterbalances a large number of essentially local, micro-enterprises. Largely independent, these smaller festivals comprise a variety of multi-stakeholder businesses with differing aims and objectives. Micro-enterprises have different characteristics (to larger companies), which dictate their marketing approaches. However sustainability studies often focus on larger manufacturers, which mirrors how most extant approaches to marketing were developed i.e. from experiences in larger companies. Stakeholders must align their values with changing consumer behaviour (e.g. increasing ethical and environmental spending patterns). Festival organisers must communicate with a diverse range of stakeholders and this case study investigates perceptions and attitudes germane to the communication of sustainable practices. Festivals are unlike other events or services as they are based almost entirely upon high degrees of consumer engagement often in areas of outstanding natural beauty. Despite this scholars have largely ignored them. Festivals are temporary townships, generally transitory, occurring infrequently and limited in time. Governments regard them positively owing to the economic sustainability generated, their ability to generate a sense of collective responsibility and encouraging community involvement. Many researchers apply functional ‘silo-based approaches’ to events. The customer-centric disciplines have largely failed to embrace sustainability. This study is inter-disciplinary being located in the overlap between sustainability and customer centric disciplines. Sustainable Marketing (SM) is gaining credence and increasingly adopted by progressive marketers. This research identifies recognised marketing and sustainability practices adopted by those micro-enterprises who ‘deliver’ festivals. Festivals operate in an increasingly competitive environment hence the implementation of effective marketing approaches is a priority. This study provides insights into marketing communications (‘marcomms’) and positioning that will prove useful for practitioners and academics. Few studies of the adoption of sustainability within services or arts exist. This study seeks to address this, contributing to the growing area of research into sustainability within the services and leisure economy. Semi-structured interviews were carried out with 19 stakeholders representing enterprises delivering 7 independent music festivals in the 2014 festival season. Parallel to this 119 festivalgoers were surveyed which enabled triangulation and provided useful insights.
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Ohlsson, Caroline, and Jessica Riihimäki. "Sustainable Communication or Communicating Sustainability? : A qualitative research studying sustainable marketing practices at IBM, Max Burgers & H&M." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-125900.
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The demand for sustainability initiatives is increasing by both consumers and organizations (Gittell, et al. 2013). It changes the way businesses are operating and communicating, hence the interest for sustainable marketing has increased. Sustainable marketing should not only be about initiatives to appear more environmental friendly or socially conscious, but rather about a more substantive and meaningful levels of commitments (ibid). Alongside these practical ideas of sustainable marketing, consumers’ requirements for sustainability have sometimes been used as a strategy to create sustainable communication, although companies are lacking initiatives of sustainability. The idea of marketing as a strategy to create desire and needless spending along with sustainability goals has been criticized as being in direct contradictories (Meller & Magaš 2014, Pettie 2001, Pettie & Belz 2010). Thus, the problematics compose of the discussed oxymoron between sustainability and marketing together with the difference between sustainable communication and communicating sustainability. This qualitative study has been done with a starting position from the idea of addressing how sustainable marketing is practiced, why it is practiced and how the future outlook of the concept is perceived from a company perspective. The chosen theories for this study compose mainly of basic marketing theories and models with a sustainability adaption. A qualitative study addressing this issue from a company perspective has not been discovered in previous researches, which resulted in the idea of highlighting different companies’ opinions and practices of sustainable marketing. The findings have discovered the usage of sustainable marketing today and potentially in the future, together with reasons for why it is practiced. Sustainability has become a well-known concept with a lot of business scandals associated to it, which has been mentioned in this study as one of the reasons for the predictions of a future demand of real sustainable marketing practices.
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Lindberg, Matilda, and Gabriel Lindell. "”LÄMNA BASLÄGRET I BÄTTRE SKICK ÄN VI HITTADE DET” : -En kritisk diskursanalys om hållbar konsumtion." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172809.
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In today’s society the question about consumption are a real problem. With focus on clothing brands it can be seen as a possibility to expand due to the increased demand from customers. With new ways of marketing and easier ways of shopping creates opportunities for customers to shop without any problems. The trend of “fast fashion” have influenced clothing brands to keep a constant flow of new clothes. Which tends to affect brands to choose a way to maximize their profit, and therefore look for cheaper ways of producing. But because of the higher set demand on sustainability, clothing brands has put more focus on sustainability throughout the company. This leads to the question about the responsibility that clothing brands has for the grown consumption patterns together with making profit. How does clothing brands handle the high set demand from customers while influencing a more sustainable consumption. This study is focusing on four Swedish clothing companies that are currently international active. The empirical material consists of the sustainability communication on their website. A critical discourse analysis is used to determine patterns in the different marketing discourses to answer the purpose of this of this study and provide a recommendation for companies which are in line with the work towards sustainable consumption. In conclusion in this study we highlight the importance of well thought through market communication. With focus on sustainability it helps the company to make decisions and communicate more clearly and creates opportunities to influence consumers to make choices towards sustainable consumption. With a company stance towards educating customers also affect more than consumers. It affects the industry views to change and creates opportunities to change towards more sustainable choices. The website can be seen as the main stage for the clothing brands to influence consumers towards more sustainable consumption. Mainly with showing the great extent the companies goes to with their work with sustainability in all working part of the company. But also by showing the value it creates. With a focus on the value of the products, the company are able guide consumers to make sustainable choices and be more aware of their consumption patterns, in all aspects of their life.
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Uys, Maria Catharina. "A sustainable marketing strategy for Dutch tourists to South Africa / by M.C. Uys." Thesis, North-West University, 2003. http://hdl.handle.net/10394/419.
Full textAbstract:
The Netherlands is South Africa's fifth most important market and therefore South Africa has to
maintain this market potential. If South Africa can maintain a steady growth rate of between 3-
5% it would be a very sustainable growth rate for South Africa's economy. This leads to the
main aim of the study, namely to develop a sustainable marketing strategy for Dutch tourists to
South Africa. Only 0.64% of a Dutch population of 15 million visited South Africa in 2002 which
is an indication that the market still has some growth potential.
This study is important to gain a better understanding of the Dutch tourist market in order to
develop an effective marketing strategy. In order to achieve the above-mentioned aim, 400
questionnaires were distributed randomly on different train routes in the Netherlands.
The study indicated that:
The main finding of the study is that South Africa should follow a Differentiated strategy to
target the market segments. A differentiated marketing strategy is when a destination
identifies more than one viable target market segment and prepares marketing mixes
(product, price, place and promotion) for each segment. This study identified three different
market segments for the purpose of maintaining the current market and to exploit a new
market.
The market was extended to market segment 1 and 2.
Market segment 1: Young explorers- Age group 20-24 years (students)
Market segment 2: Knowledge seekers- Age group 35-49 years (Non-profit workers)
For maintaining the current market, segment 3 was identified
Market segment 3: Ambitious travellers-Age group 25-34 years (Sales Personnel)
9 A sustainable marketing strategy is an ongoing strategy for the future and not one big
campaign. It should consist of a series of actions or small marketing efforts that can
maintain and extend the market for sustainability.
9 For sustainability always monitor the Dutch tourism demand (Dutch tourists' needs) and the
supply (how many tourists South Africa can accommodate) on regular bases.
A successful marketing strategy should indicate the direction in which all the marketing efforts
are made, for instance to increase arrival figures and maintaining a sustainable growth rate of
between 3-5% per year.Thesis (M.Com. (Tourism Management))--North-West University, Potchefstroom Campus, 2004.
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Lightman, Deborah. "Community-based social marketing at the neighborhood scale : sustainable behavior or neighborhood sustainability?" Thesis, Massachusetts Institute of Technology, 2011. http://hdl.handle.net/1721.1/67228.
Full textAbstract:
Thesis (M.C.P.)--Massachusetts Institute of Technology, Dept. of Urban Studies and Planning, 2011.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 113-119).
Social marketing has long been used in the field of public health, but its application in the environmental world is only a decade old. Although McKenzie-Mohr and Smith's (1999) guide to "community-based social marketing" (CBSM) has gained increasing support, there have been few attempts to delineate when CBSM can (and should) be used. In this thesis, I explore the use of CBSM at the neighborhood scale: first, to encourage the uptake of rain barrels and rain gardens; and second, to advance long-term sustainability as defined in the sustainable communities literature. My research focuses on the potential opportunities and limitations of CBSM in three very different neighborhoods in the Greater Toronto Area. Interviews with homeowners in the three neighborhoods revealed surprisingly high levels of rain barrel interest and ownership among people who do not self-identify as "environmentalists". I suggest that different CBSM strategies may be useful for promoting rain barrels among individuals who self-identify in different ways. In contrast, rain gardens received limited support from non-environmentalists and appeared challenging to promote. I suggest that CBSM programs to encourage rain gardens will be more effective if clearly tied to local issues. I outline strategies for increasing the local relevance of CBSM and highlight the benefits of including diverse residents at all stages of program design. Finally, I argue that practitioners should assess opportunities for CBSM to contribute to long-term neighborhood sustainability. In all three neighborhoods, CBSM holds little potential to directly address residents' sustainability priorities, since these issues require neighborhood-level efforts. However, modified versions of CBSM may be able to indirectly contribute to long-term sustainability by fostering social capital, attachment to place and awareness of links between environmental, economic and social issues.
by Deborah Lightman.
M.C.P.
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Vogt, Roland. "Corporate responsibility, marketing, and reputation : a stakeholder approach for sustainable car fleet management." Thesis, University of Plymouth, 2014. http://hdl.handle.net/10026.1/3130.
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Corporate responsibility is increasingly involved in corporate reputation, and so, in the economic success of a company. Car fleet operating companies are exposed to criticism and, as a direct result of this many corporate protagonists responsible for the operation of car fleets are developing measures to decrease CO2 emissions and fuel consumption. A second trend is the increasing usage of image-generating marketing actions in the worldwide ‘information society’. For various reasons, these image campaigns do not always lead to the expected improvements in corporate reputation. The crucial question is, how do these marketing actions, in the name of corporate social responsibility, relate to corporate reputation? The objective of this research is to establish rules for these relationships and to derive a new stakeholder approach to optimise corporate reputation regarding car fleet management marketing. First of all this study examines theoretical evidence in preparation for further empirical studies on the behaviour of sustainable car fleet management. With this in mind, the thesis looks at empirical evidence about the factors deemed necessary for successful responsible car fleet operation and its marketing. After conducting an online survey with more than 300 respondents, a multiple-embedded-case study with three cases, six supplementary cases, and several stakeholders represents the main part of this work. As a result, this work depicts, through three models, and via a new stakeholder approach (a combination of the three), the relationships of certain main types of firm with main types of fleet as well as the main types of marketing to support corporate reputation. Unexpected findings regarding the suitable intensity of communication to internal and external stakeholders have emerged. This approach successfully supports the design of sustainable car fleet management and a suitable arrangement of the marketing approach.
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Hurth, Victoria Mary Francis. "Factors influencing environmentally-significant consumption by higher-income households : a multi-method study of South Devon for social marketing application." Thesis, University of Exeter, 2012. http://hdl.handle.net/10036/4025.
Full textAbstract:
The aim of this thesis is to identify and examine the factors influencing environmentally-significant consumption (ESC) by higher-income households (HIH) to provide theoretical and social marketing insights. Income is highly related to levels of energy consumption and associated environmental damage, but despite research documenting the links between income and energy use, there is a lack of enquiry into what shapes the ESC patterns of HIH and therefore how behavioural interventions might be best fashioned to reduce energy use. A postmodern approach to consumption that recognises the interplay between the psychological, the social and the cultural (a psycho-socio-cultural approach), indicates that ESC is not an automatic consequence of wealth but rather mediated through the way consumption practices are symbolically connected with the satisfaction of underlying needs, including the need for identity and other psychological orientations. These connections are not universal or static but socially and culturally contextual and influenced by many factors, particularly marketing. Social marketing, as marketing for social good, therefore has a critical role to play in altering these symbolic connections and therefore consumption behaviour. To design and market alternative lower energy consumption through social marketing interventions, an understanding of how environmentally-significant consumption is connected with modes of need satisfaction and psychological orientations is necessary. Additionally, an understanding of constraints to even higher levels of consumption is useful. This study provides initial research momentum, using a HIH sample from South Devon. Primary data from a quantitative questionnaire was supported in design by qualitative interviews. These provide descriptive and correlational results about what shapes the consumption of; leisure flights, large-engine cars and new durable products, as well as the role of environmentally-significant psychological orientations, specifically: values; materialism; environmental concern and identity. The research also provides a comparative analysis between a group of HIH who have participated in Global Action Plan’s EcoTeam programme, and the general sample of HIH.
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Perrin, Elisa, and Juliette Ferrer. "The influence of sustainable development in strategic marketing : How companies use sustainability in their marketing strategy to attract the consumer?" Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45263.
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Sustainable development is an emerging concept based on three pillars: economic, ecological and sustainable. Indeed, more and more consumers around the world are concerned about including this concept in their way of consumption. Then, on the one hand, sustainable development is an integral part of companies from a legal point of view. On the other hand, there is a strong consumer demand for eco-friendly consumption. So, we find it interesting to discuss how companies use sustainability in their marketing strategy to attract the consumer?
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Andersson, Alexandra, Eskesen Lovisa Nilsson, and Johanna Stenberg. "What are the incentives behind organisations’ usage of nudges in sustainable marketing? : And is the dualistic definition of the term influencing how organisations apply nudging?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48826.
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Problem: Currently, there are two definitions of nudging, one that is connected to sustainable development and another one that is not. This can create confusion for researchers and customers and could potentially lead to greenwashing when the incentive of the nudge does not match with the best outcome of the person being nudged. Purpose: The purpose is to explore how organisations interpret nudging and how their underlying incentives affect the use of nudging in practice. Aim: This research aims to explore the incentives behind organisations use of nudging for sustainable marketing in practice. The organisations incentives will be connected to any of the dualistic definitions of nudging in order to see which of the definitions that are aligned to practice. Method: This research is a qualitative study and has been conducted under an interpretivist paradigm. It has made use of semi-structured interviews to collect primary data, as well as newspaper articles and web sites to collect secondary data. To analyse the data, a general analytical procedure was used. The data was presented in a within-case analysis together with a cross-case analysis where the empirical data was compared with the theoretical framework to discuss and answer the research questions. Result and Conclusions: The comparisons showed that three out of five organisations have the main incentive of earning money from their nudge despite their sustainability agenda. Another finding was that only one organisation exclusively uses the definition of nudging that is connected to libertarian paternalism. These findings contribute to the literature and informs customers that nudges can be used for several purposes.
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Ritch, Elaine L. "Mothers' experience of sustainable fashion consumption : an existential phenomenological exploration within Edinburgh." Thesis, Queen Margaret University, 2012. https://eresearch.qmu.ac.uk/handle/20.500.12289/7310.
Full textAbstract:
The research described in this thesis is an interpretative approach to exploring fashion consumption behaviour through applying a sustainability lens, underpinned by tenets of value. The research adopts existential phenomenology to explores the lived experience of mothers who work in a professional occupation, whereby lifeworlds which encourage intentions to adopt sustainability are juxtaposed within a myriad of lifeworld restrictions. The theoretical underpinning of the research assumes that consumers seek value in their consumption, whereby underlying tensions result in value trade-offs. As the research focus is to determine perceptions of fashion with the inclusion of sustainability, the participants evaluate a number of value types such as aesthetics versus ethics, price, quality, accessibility, altruism and guilt. The research identifies that situational values are focal; the immediacy of those consumer values contradict their detachment to production implications. Due to the dearth of information that can be meaningfully evaluated, the participants attempted to incorporate heuristic propensities to avoid fashion consumption which misaligned with their moral sentiment. Transferring sustainable principles from other consumption contexts to fashion resulted in uncertainty as to why sustainability was compromised and illustrated a reduced consciousness of what constitutes fashion production, including debating the implications of production on both the environment and for garment-workers. This dissimilarity contrasts with empowerment to adopt sustainability in other contexts situations, where value was maximised in networks sharing childrenfs clothing, reusing plastic bags and recycling behaviours. Conclusions include that consumers can expedite fashion sustainability with meaningful guidance, supporting facilities and assurance of the positive consequences of sustainable behaviours.
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Dahlman, Ella, and Susanne Merkler. ""Helping our consumers buy less, but choose well" : An exploratory study on how sustainable fashion brands market themselves." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-51237.
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Abstract Background: The fashion industry in its current state operates in conditions that are considered unsustainable. In order to appeal to the growing environmental and ethical concern of consumers, fashion brands have started to employ strategies of green marketing, often focusing on clothes marketed as consisting of sustainable or eco-friendly fabrics. Meanwhile, fully sustainable fashion brands have emerged, where sustainability values are carried throughout all organisational practices. Purpose: The purpose of this study is to explore how sustainable fashion brands market themselves and which types of consumers the current strategies attract. It aims to lay out an initial foundation for further research carried out in the future. Method: A multi-case study of six sustainable fashion brands and an expert on sustainable fashion consumption was conducted under an interpretivist paradigm. A thematic analysis of the data received through semi-structured interviews provided an initial in-depth understanding of the phenomenon under consideration. Conclusion: Sustainable fashion brands emphasized the importance of a holistic approach to conducting business under sustainability values. This understanding expressed itself in direct implications for design and longevity of fashion garments and a coherent approach to communication and retailing of products utilizing storytelling and a criteria-based choice of retailers. Main consumer groups identified were sustainability-minded consumers, as well as design-interested ones in some cases.
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Gifford, Roy. "Factors Contributing to Sustainable Brand Growth." Case Western Reserve University School of Graduate Studies / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=case1488372404181176.
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Ramos, Catarina Rodrigues da Cruz. "Plano de marketing sustentável para o grupo Hotéis Real." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19741.
Full textAbstract:
Mestrado em MarketingNo último século as alterações climáticas têm pronunciado de forma acelerada um problema que afeta aspetos económicos, ambientais e sociais causados pelo Homem. Em 2013 começou a preocupação da União Europeia pela quantidade de lixo nos aterros incentivando à reciclagem. A ilha de plástico foi um BOOM no ano de 2018 que retratou visualmente um problema real pela sua quantidade de produção e poluição sobretudo nos oceanos. Este TFM é um planeamento de marketing com base na sustentabilidade para o grupo Hotéis Real, o objetivo é percecionar e guiar na forma que são utilizados os recursos no grupo com a finalidade de reduzir e reutilizar propondo aplicações sustentáveis. O tipo de estudo é essencialmente quantitativo e o método de recolha de dados utilizado foi o mixed-method. Na análise qualitativa foi feita uma entrevista em profundidade a um representante do departamento de qualidade e projetos. Na análise quantitativa realizou-se um inquérito por questionário recolhendo dados em dois hotéis na zona de Lisboa do grupo Hotéis Real, obteve-se uma amostra não probabilística de 103 hóspedes. Este plano de marketing sustentável propõe maioritariamente alternativas aos desperdícios com especial emergência na problemática atual dos plásticos sugerindo táticas de reutilização. Pretende-se alcançar um público-alvo mais jovem que são os consumidores futuros, que têm tendência para um consumo de turismo sustentável, experiências únicas e um consumo consciente e uma maior fidelização.
Over the past century, climate change has accelerated a problem, affecting the economic, environmental and social aspects of life. In 2013, the European Union started to warn about the amount of waste in landfills in order to promote recycling. The plastic island was a BOOM in 2018, visually portraying a real problem due to its amount of production and pollution, mostly in the ocean. This project is a sustainability-oriented marketing plan for the Hotéis Real group. The aim is to identify and control the use of resources within the group in order to reduce and reuse them by offering sustainable applications. The type of study is essentially quantitative, and the data collection method used was the mixed method. In the qualitative analysis, a detailed interview was conducted with a representative from the Quality and Projects department. In the quantitative analysis, a survey was carried out, in which data was collected in two hotels of the Hotéis Real group in Lisbon. A non-probability sample of 103 customers was determined. This sustainable marketing plan mainly offers alternatives to waste with particular urgency for the current plastic problem and suggests tactics for reuse. The aim is to reach a younger target group that are the future costumers who tend to consume sustainable tourism, unique experiences and conscious consumption and greater loyalty.
info:eu-repo/semantics/publishedVersion
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Cary, Melissa A. "Making Music Sustainable: The Case of Marketing Summer Jamband Festivals in the U.S., 2010." TopSCHOLAR®, 2012. http://digitalcommons.wku.edu/theses/1206.
Full textAbstract:
Commercial music festivals in the United States have been growing in popularity since the 1960s. Today, many weekend-long music festivals are annual events spanning a variety of genres and often occur at the same locations each year. My research compares and contrasts how jamband music festivals are marketed as sustainable events and attempts to determine how the advertised sustainable practices are implemented and utilized at selected jamband music venues. The jamband genre of music emphasizes musical improvisation and borrows from other styles of music: rock, electronic, jazz, blues, folk, and bluegrass.
In addition, any impacts these festivals have upon the local environment are evaluated. Sustainability is a topic often used as a marketing strategy when promoting summer jamband music festivals. Fans of this genre are identified with a culture that is similar to the environmentally conscious hippie culture of the 1960s and 1970s.
The data for this research were obtained through field observations, interviews, surveys, and content analyses of promotional materials. It is my hypothesis that the festivals’ sustainable practices will be adopted by local communities as the festivals leave both a physical and cultural imprint upon the local landscapes, which is determined through attendee surveys and interviews with local decision makers and festival promoters. I also hypothesize that the geographic location of each will have an influence on the participation in such practices by the festival attendees, as I believe those in attendance at the High Sierra Music Festival in California will be more likely to have green lifestyles as California has been a leader in environmentally conscious innovations and attitudes, whereas other states, Illinois and Tennessee, lag behind. The data collected were mapped and analyzed to determine the effectiveness of environmental sustainability promotions and practices at the fan level as well as the local level. This research fills a gap within the geographic literature as no research exists examining the spatial relationship between music festivals and sustainability. Additionally, my research highlights that popular cultural events can be opportunities to engage in meaningful environmental education on issues such as recycling, and environmental sustainability.
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De, Bruin Elmarie. "A sustainable internal marketing strategy for the National Parks in Botswana / Elmarie de Bruin." Thesis, North-West University, 2007. http://hdl.handle.net/10394/1606.
Full textAbstract:
Internal marketing is the key to the success of external marketing and therefore to the success and profitability of the organisation, especially the service organisation. Most organisations emphasise only external marketing, forgetting that a moment of truth contact with the internal market (employees) can destroy the most expensive and creative external marketing campaign. If expectations raised in external marketing are not met when the customer interacts with the employee, everything is lost.
The way that an organisation is perceived, is a direct result of how its employees behave and perform. Organisations need to take cognisance of internal marketing being a road map for organisational behaviour.
This study attempts to explore and evaluate the elements that need to be included in an internal marketing strategy specifically for the national parks of Botswana. It offers a discussion of the marketing mix elements applied to an internal marketing context. In chapters 3-8 attention is paid to the internal marketing mix elements of product, price, process, place (internal distribution), promotion (marketing communication) and customer service (people/physical evidence) elements.
The empirical research evaluates the opinions and perceptions of employees of the national parks of Botswana and customers (tourists) visiting the parks on the different elements of the marketing mix. Chapter 9 explains the research methodology used while Chapter 10 offers a reflection on the results and analysis and interpretation of these results. The recommendations in Chapter 11 consist of an internal marketing strategy, which is also the ultimate objective of this study.
The most important outcome of the study is that the internal product (the job) and the process and distribution used in the execution of the internal product, causes frustration and influence the motivation levels of the employees. The physical evidence manifested in the maintenance and cleanliness of the physical facilities of national parks has an influence on the image of national parks and therefore Botswana, because national parks are the face of Botswana and its people.Thesis (Ph.D. (Marketing))--North-West University, Potchefstroom Campus, 2008.
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Ascenção, MaÌrio J. Passos. "An analysis of tourism marketing contribution for sustainable tourism in a world heritage site." Thesis, University of Ulster, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.442842.
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McLaren, Linde. "Critical marketing success factors for sustainable rural tourism routes : a KwaZulu-Natal stakeholder perspective." Diss., University of Pretoria, 2011. http://hdl.handle.net/2263/28529.
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If tourism is to contribute to the reduction of poverty and create employment, tourists also need to be attracted to smaller towns and rural areas. Development of rural tourism routes are often supply-side driven and the role of marketing is not well understood. This study therefore explores the experiences and insights of key supply-side stakeholders in two rural KwaZulu-Natal tourism routes, regarding the marketing of these routes, as well as the critical success factors that ensure future sustainable competitiveness, which may lead to local economic development and thus poverty relief. The researcher adopted an interpretivist epistemology along with subjectivist ontology, to allow for empathetic investigation of the perceptions of the stakeholders in rural tourism routes and of the marketing of such routes. Three approaches converged in the empirical study namely: a qualitative approach which allowed the researcher to gain more in-depth understanding of the factors related to route marketing; an exploratory approach which allowed the researcher to pursue new issues uncovered during the research process; and a case study approach which triangulates a variety of sources of information. Two very different routes were selected to provide wider insight into the research problem, namely the Midlands Meander and the Battlefields Route. The population was restricted to supply-side stakeholders and semi-structured, in-depth interviews were conducted with 29 respondents, selected through a combination of purposive and snowball sampling. The literature review explores rural tourism as a catalyst for economic development. The role of stakeholders in tourism routes is examined and the range of stakeholders is identified. The concept of societal marketing as an orientation that may give support to local economic development is explored. Destination marketing and the destination marketing mix, is discussed as the foundation of tourism route marketing. Particular attention is paid to destination branding and positioning, and a number of critical success factors in destination marketing are identified. The nature of tourism route marketing, the elements in the route marketing mix, and critical success factors in rural tourism route marketing are identified from the literature. The marketing practices of several international rural tourism routes are examined to determine good practice. Existing marketing activities and structures within KwaZulu-Natal are described as the background against which the two routes market their offerings. The empirical findings of the study reports on the benefits of rural tourism routes as perceived for various stakeholders. The roles of product owners on the route, the local community, and municipal and tourism marketing structures are described. Strategic route marketing issues are reported on, including sustainability of a route, insufficient visitors, responsibility to market the route, market targeting and factors that impact on marketing success. The elements of the route marketing mix are reported on with reference to the route product offering and experience, people, physical evidence and signage, pricing, and promotion. The study revealed a number of enabling factors that need to be in place for a route to succeed, namely leadership and co-operation on all levels; a functional route structure with broad representation; financial viability of the route; and route accessibility and signage. Several factors critical for the successful marketing of rural tourism routes are identified. These include the establishment of a strong identity and brand; providing a unique experience; balancing the route product mix, promotion of the route by all stakeholders; and effective use of electronic media. Recommendations are made for further research on rural tourism routes.Dissertation (MPhil)--University of Pretoria, 2011.
Tourism Management
unrestricted
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Buckiūnaitė, Asta. "Ekologinių produktų rėmimo vystymas Lietuvos didžiuosiuose prekybos tinkluose." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20091125_141503-34451.
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Šio diplominio darbo tikslas yra išanalizuoti organizacijų konkurencinio pranašumo didinimo galimybes per ekologinio marketingo komplekso instrumentų intensyvinimą. Magistro baigiamasis darbas susideda iš trijų dalių: problemos teorinės analizės, situacijos analizės bei projektinių sprendimų trečiojoje darbo dalyje. Pirmojoje darbo dalyje nagrinėjama ekologinio marketingo koncepcija ir rėmimo instrumentai darnaus vystymosi kontekste. Pagrindinis dėmesys skiriamas darnaus vystymosi, kaip organizacijų strategijos konkurencinio pranašumo kriterijaus, svarbai. Pagal teorinę analizę ir pasirinktus tyrimo metodus atlikta ekologiškos produkcijos rėmimo instrumentų analizė Lietuvos didžiuosiuose prekybos centruose bei vartotojų apklausa, tiriant ekologiškų produktų rėmimo instrumentų poreikį ir poveikį pirkėjų įpročiams. Trečiojoje dalyje sukurta nauja ekologiško rėmimo strategija ir rėmimo instrumentų alternatyvos ekologiškiems produktams.The aim of this project is to analyse the prospects of promotional instruments in order to increase the demand of ecological production, which should become a criterion of the competitive advantage of the organizations. Master‘s project consists of three parts: theoretical analysis of the problem, the analysis of the situation and the projected solutions. In the first part the theoretical aspects of green marketing‘s concept and promotional instruments in the framework of sustainable development are presented. Fundamental attention is granted to the growing importance of sustainable development as a criterion of competitive advantage of organizational strategy. According to the theoretical studies and defined research methods the largest Lithuanian retail supermarkets and their promotional instruments are presented together with the social research determining the altitude of consumers to the eco-immage of supermarkets and the effectivness of eco-products‘ promotion. In the third part, the new eco-promotional strategy and the alternative promotional instruments for ecoproducts are presented.
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Cederfeldt, Sofia, and Amanda Jassim. "Sustainable marketing communication : With a focus on sustainability and certified labels within the grocery store sector." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53570.
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Aim: The aim of the study is to investigate how certified labels are being communicated through sustainable marketing within the grocery store sector. Research Question: How can the grocery store sector use sustainable marketingcommunication in order to contribute to a wider knowledge regarding sustainabilityand certified products? Method: The study is of qualitative character, with a combination of an inductive and deductive approach. The empirical data has been collected through five semi-structured interviews and one telephone interview. Result and conclusion: Sustainable marketing communication can contribute with an increased knowledge regarding sustainability when communicating and defining the term in an easy and clear way which makes it possible for anyone, no matter age or education, to understand what sustainability means. Regarding certified labels, sustainable marketing communication can contribute with an increased knowledge by creating an interest for the label in question. This can be achieved by defining the certified labels brand image by clear and accurate associations. Recommendations: The grocery stores must communicate easy messages in order for the consumers to understand what sustainability is as well as using social media as a strategic marketing tool. The certified labels need to establish accurate associations while working with transparency.
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COGNE, Edouard, and Arnaud GUYARD. "Marketing Opportunities for Companies Back-shoring to France." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176523.
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Purpose of this paper: This paper aims at studying which marketing opportunities companies back-shoring to France can leverage through Mass Media communication. Design/methodology/approach: 2 analyses are performed: a Media analysis studies the message that is sent to consumers. A survey is then carried out to discover how consumers perceive what is broadcast. Hypotheses are designed based on the former, and guide the design of the survey. The discussion and analyses are made under a marketing approach. Findings: The phenomenon is globally understood, but Media are not always necessarily the most appropriate tool for back-shoring companies to communicate about the three marketing dimensions identified during Media analysis: Made-in-France, Social issues related to Sustainable Development and the Impact of Political Messages. Research limitations/implications: The analyses are restricted to a study of French Mass Media, and of French consumers. Therefore, this study cannot be generalized to other countries. What is original/value of paper: This paper helps complete the limited literature on back-shoring, especially in the area of Marketing. This study intends to benefit back-shoring companies willing to develop their marketing strategy.
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Choto, Prominent. "Marketing and management framework to create sustainable healthcare sector non-profit organisations in South Africa." Thesis, Cape Peninsula University of Technology, 2019. http://hdl.handle.net/20.500.11838/3000.
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Thesis (DCom (Marketing))--Cape Peninsula University of Technology, 2019Poverty gaps and poor living conditions in developing countries have led to an increasing need for social support. Owing to this, there is a growing number of new players in the non-profit organisation (NPO) sector, which has given rise to intense competition for donor funding. More so, the global economic crisis of 2008 resulted in reduction and uncertainty in funding and philanthropic income. The environment in which NPOs operate is no longer favourable especially considering the intense competition for donations. Thus, sustainability has emerged to be a critical issue for these organisations, as they have to sustain a long-term, perpetual need with limited funding. In response to this, many scholars have concluded that adopting marketing strategies, and business-oriented methods and practices, can contribute and enable these organisations to achieve sustainability. Even though some NPOs have moved towards adopting these strategies, sustainability remains a challenge for them. The reason for this could be that NPOs are not utilising marketing and management strategies as widely as they should be. This prompted the following research question: To what extent do healthcare sector NPOs employ marketing and management strategies in their operations? In order to address this question, a combination of techniques was adopted which included literature review, in-depth interviews, focus groups discussion, and thematic and content analysis. Some say that the lack of adoption of marketing strategies and business-oriented methods is mainly due to a lack of understanding of the benefits of marketing and the perception that marketing is only for the for-profit sector. This incited the question of what should be the impact of including marketing strategies on growth and sustainability of healthcare sector NPOs in South Africa? In the literature review, evidence was presented that NPOs are of significant value to any economy they serve, they aid in addressing inequality gaps, and they provide services that cannot be provided by the state to disadvantaged communities and individuals. In light of the value-add NPOs bring, it is imperative for these organisations to operate for the long-term. This could be achieved through the adoption of marketing and business-like approaches as noted in previous studies, however, this is not the case as these organisations are faced with funding challenges and intense competition. This elevated the question: How should the challenges to the current NPOs marketing efforts be addressed? This study utilised the qualitative method. Qualitative methods were considered the most applicable for this study because they help the researcher to gain deeper insights into the research problem through interactions with the study participants. The study finds that the inability to adopt business-oriented methods in NPOs is owing to a lack of skills and expertise, lack of knowledge of how to approach marketing and the high dependence on donor funding. The respondents concur that the high dependence on donor funding has resulted in a lack of independence on how to utilise the funds. According to the literature, due to a high dependence on donor funding, the design of NPOs’ projects is usually framed to suit donor requirements and within the budget line items that are acceptable to the donor; essentially donors require their funds to be used only for charitable activities they are interested in. This raised a question: What should be the main funding streams for NPOs in the healthcare sector in South Africa? In response to the literature, research questions and the study findings, a framework was developed which could provide NPOs with the basic understanding of how to adapt marketing and management strategies for sustainability; where the process should start, what it should involve, what are the outcomes thereof and the benefits to NPOs. This then overall answers the question of how marketing and management strategies should be effectively deployed to achieve NPO sustainability.
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Abuharris, A. T. "Tourism and sustainable economic development : marketing implications and strategic framework : the case study of Libya." Thesis, University of Salford, 2005. http://usir.salford.ac.uk/26495/.
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The purpose of the study is to identify the tourism potential, examine the significance of tourism to the national economy and evaluate the marketing of Libya as a tourist destination. The effects of tourism development on several countries including Libya are considered. Concepts of tourism development including policies, planning and marketing for tourism are used to provide a theoretical basis for the study. Policy recommendations are produced to encompass a strategy framework to improve the performance of the tourism sector in Libya.
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Wooler, Julie. "Exploring the potential of social marketing to encourage sustainable tourist behaviour in South West England." Thesis, University of Exeter, 2014. http://hdl.handle.net/10871/15038.
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In the South West of England tourism provides an extremely important form of economic revenue, with 92 million nights spent in the region, generating over £9 billion in visitor spending and 11% of the total workforce employed either directly or indirectly in the sector. However this additional seasonal influx of visitors inevitably places a strain on the natural environment, built resources, infrastructure and communities. In order to readdress the balance tourism as a sector needs to be more sustainable and the emphasis for change is now placed on the individual. Social marketing has been used successfully to encourage behaviour change in the health sector, and is beginning to be recognised for its potential in encouraging sustainable behaviour, but has never been specifically applied in a tourism context. Therefore this research evaluates the potential of applying a social marketing methodology to encourage sustainable behaviour amongst tourists in two case study areas in South West England. Social marketing focusses on changing behaviour by understanding individual perceptions of the barriers to and motivations for behaviour. A social methodology then works to segment individuals into groups that share similar attitudes and beliefs, those groups identified as most likely to respond, are targeted with an intervention to encourage behaviour change. This research identified the perceived and actual barriers to (cost, time, convenience), and motivations for sustainable tourist behaviour among participants from the case study areas and identified three distinct clusters of tourists, one of which was identified as suitable for targeting with a social marketing intervention. This research also revealed that even those most committed to range of sustainable behaviours in the home environment do not continue this behaviour when in the holiday environment. A further dimension was added to this research by exploring the use of an ecological footprint calculator (REAP for Tourism) to quantify the environmental impact of individual tourists and to explore whether pro-environmental attitudes and behaviour equate to lower environmental impact.
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Nilsson, Eskesen Lovisa, and Alma Hamulic. "How do influencer marketing agencies work with sustainability as intermediaries? : A multiple case study on influencer marketing agencies presented as a strategy." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54427.
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ABSTRACT Level: Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alma Hamulic & Lovisa Nilsson Eskesen Title: How do influencer marketing agencies work with sustainability as intermediaries? Keywords: Influencer Marketing, Sustainability, Sustainable Marketing, Future of Influencer Marketing, Intermediaries Research question: “How do influencer marketing agencies work and promote sustainability to their influencers?” Purpose: The authors aim to investigate how the agencies work with the influencers in terms of sustainability, whether the influencer marketing agency has a given strategy for the influencer to communicate sustainably or not. Method: The interpretivist research paradigm was chosen as the most suitable one in this qualitative study. The interpretivist research philosophy tends to lead to an Inductive approach and the research method is exploratory. For this research, a multiple case study has been chosen, carried by four semi-structured interviews chosen by the purposive sampling method. Conclusion: The results show thee main findings where none of the participating agencies for this research has a given strategy for promoting sustainability to their influencers even though they agree that it is of great importance to include in their work. Another finding is to be selective with the companies the agencies choose to work with and the fact that they can affect what is being communicated in terms of sustainability. A sustainability action plan has been created that illustrates how a new strategy can be brought in to create a sustainability strategy for intermediaries.
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Rask, Anton. "“Attitude is a little thing that makes a big difference” : Exploring the impact of marketing appeals on sustainable consumption." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85642.
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In today’s society, companies engage in sustainable efforts to lower the impact consumption has on the environment. To emphasize these efforts, companies utilize sustainable marketing to gain consumers’ attention. The advertisements used in sustainable marketing often involves marketing appeals, and mainly the two appeals: self-benefit and other-benefit. Studies have shown that most consumers appear to want to consume sustainably, however, there is a gap between consumers’ willingness and their actions. As young consumers are generally more motivated to consume sustainably, the purpose of this study was to provide the reader with more information regarding young consumer’s attitudes towards these appeals and how they affect young consumers’ decisions when it comes to sustainable consumption. By conducting qualitative one-on-one interviews with young consumers, their thoughts and attitudes towards the two appeals were collected and then analyzed with the help of the hierarchy of effects model created by Lavidge and Steiner (1961). The findings were compared with previous research on the subject, which also added an understanding to what motivates young consumers to consume in a more sustainable manner. In conclusion, this study found that both appeals worked as a reminder to young consumers to engage in sustainable consumption, as they were already very aware of the issue. It also suggested that the respondents had more positive attitudes towards the self-benefit appeal, as it benefitted themselves as well as the environment, which resulted in positive attitudes to engage in sustainable consumption. The other-benefit appeal seemed too holistic and some respondents developed skepticism towards the product/brand.
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Senninger, Julia Thérèse. "Nudge to budge - social marketing in restaurants : A pilot study in Sweden." Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-260098.
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The aim of this research was to conduct a pilot study to identify if increased written communication at restaurants would affect customer and staff awareness of the restaurant’s sustainability efforts. By using before-after questionnaires among employees and customers possible changes among the two stakeholder groups be recorded. As the restaurants had recently joined the new network Sustainable Restaurants in Sweden, the effect of this collaboration on their CSR efforts and communication was evaluated through semi-structured interviews with the restaurant representatives. Social marketing was the underlying theory for this study, with focus on opportunity and ability. The restaurants communication efforts were identified as nudges. The study showed that collaborating in order to start communicating can prove to be an effective support mechanism. Increased communication proved to have somewhat an effect on customer awareness and staff awareness. Increased awareness amongst all actors of the food chain is a necessary step for a sustainable future.
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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.
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Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.
Research issue - How can Swedbank increase stakeholder confidence and value?
Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market.
Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.
Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.
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Heck, Graziela, and Xiao Yidan. "The Effects of Sustainable Marketing on Brand Equity and Consumer Behavior : A Case Study of Cia. Hering." Thesis, Högskolan i Halmstad, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22985.
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Jalakas, Kihl Ida, and Jonna Vähänen. "Know it all in the blink of an eye : How to communicate sustainable fashion to generation Z." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14710.
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The fact that the textile industry is concerned with environmental, social, and economic issues has been acknowledged worldwide, both by companies and their different stakeholders. As a result, more and more fashion brands have shown different types of sustainability initiatives, for example by offering sustainable fashion products. Communicating these kinds of initiatives is associated with many risks and challenges for the companies. It is essential for the brands to know how to communicate sustainable fashion to a specific target group. A new customer group that is going to dominate the market soon is Generation Z (people born in mid-90 to 2010). Generation Z differ from previous generation, especially regarding their values and how they communicate. Despite the fact that this is a new important target group for fashion brands, little academic research can be found on how fashion brands should communicate sustainable fashion towards these consumers. Therefore, the purpose of this qualitative research is to identify possibilities and challenges of marketing sustainable fashion towards generation Z.10 participants from generation Z were interviewed in order to answer the following research questions: What attitude does generation Z has toward sustainable fashion and sustainable clothing consumption?; and what marketing activities does generation Z prefer regarding sustainable fashion? The findings showed revealed that generation Z do have knowledge about sustainable fashion in general, still they are eager to know more. They are positive toward fashion brands that engage in sustainability matters, however, some skepticism could be found. This implies the importance of brands staying truthful and consequent in their sustainability marketing. Social media, in particular Instagram and YouTube, seem to be appropriate platforms to reach them at, especially though the use of videos. The messages on social media should be informative and preferably somehow radical or shocking, yet still short and easy to understand. Also, as stated in previous research, influencers are a good tool to use when communicating sustainable fashion. Other important marketing strategies are to use interactive marketing to involve them, and also to focus on having an attractive store communication. What is significant when communicating sustainable fashion towards generation Z is to make it easy and convenient while being logical and transparent in the marketing activities.
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Reiter, Lauren. "Investigating the role of social networking sites in increasing purchase intention for environmentally sustainable apparel: an exploratory study." Diss., Kansas State University, 2015. http://hdl.handle.net/2097/19004.
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Doctor of PhilosophyDepartment of Apparel, Textiles, and Interior Design
Kim Hiller Connell
With apparel production finding itself a leading cause of harm to the environment, the call to action to influence purchase intention for environmentally sustainable apparel (ESA) is pertinent for the current and future well-being of both the environment and humankind. Supplying a base of knowledge to consumers is crucial to enable them to understand the consequences the AT industry has on the environment. This knowledge can potentially lead to a change of attitude and change in purchase intention. However, reaching the populous and changing consumer knowledge of and attitudes towards environmentally sustainable apparel is challenging. This study considers social networking sites (SNS) a feasible strategy regarding this issue because they not only rapidly communicate to consumers but SNS also convey the attitudes and opinions of users’ online referent groups. This study better understands the variances among consumer characteristics and their knowledge of environmental issues in the apparel and textile industry. The purpose of this exploratory study is to initiate the investigation as to whether or not SNS may be a potential mechanism for increasing purchase intention for environmentally sustainable apparel. This exploration focuses on identifying consumer characteristics of social networking site users and investigating whether differences in consumer knowledge about environmental issues in apparel production leads to differences in attitudes about and ultimately purchase intentions of ESA. This study also examines whether or not the presence of social influence on SNS may serve as a mechanism to overcome the barriers (knowledge and attitudes) limiting purchase intention for ESA. An online national survey of 783 participants was conducted utilizing six scales. Simple bivariate correlations, ANOVA, and a hierarchial regression was conducted to understand if adding social influence of SNS as an additional component to Theory of Reasoned Action (TRA) provides greater predictive power for ESA behavior intentions. Findings from the study indicate that SNS influence and subjective norm are not stronger predictors of ESA purchase intention above knowledge and attitudes but they do contribute to the TRA and increasing the probability of purchase intention.