Essays about: "Green Marketing Strategies"

Showing result 6 - 10 of 60 essays containing the words Green Marketing Strategies.

  1. 6. More Than Skin Deep : An Investigation of Consumer Behavior Toward Green Skincare Products in the European Context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Dana Szalaiova; Mark Vidrinskas; [2023]
    Keywords : Skincare; green skincare; sustainable skincare; environmentally friendly skincare; Green Purchase Intention; Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Environmental Concern; Environmental Knowledge; Health Concern; Injunctive Norm; Descriptive Norm; Electronic Word-of-Mouth; Price Sensitivity; Availability; Perceived Consumer Effectiveness;

    Abstract : This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. READ MORE

  3. 7. Digitalt pass för en grönare modeindustri : en fallstudie av hur ett svenskt klädföretag kan nyttja digitaliseringen för att öka trovärdigheten

    University essay from SLU/Dept. of Economics

    Author : Beatrice Andersson; Carolina Cramner; [2022]
    Keywords : Fast fashion; Greenwashing; Grön marknadsföring; Produktpass; Trovärdighet;

    Abstract : Modeindustrin har en mycket negativ miljöpåverkan. Industrin är global och innebär ofta en komplex och en icke-transparent leverantörskedja med flera olika aktörer. Denna komplexitet och brist på transparens skapar en ohållbar modeindustri där konsumenten utesluts från viktig information för att kunna fatta ett hållbart köpbeslut. READ MORE

  4. 8. Attitudes in Consuming Green Products: Exploring Chinese Consumers in the Beauty Industry

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Teng Fang; Bingxin Li; [2022]
    Keywords : Consumer attitudes; Consumer Behavior; Attitude-Behavior Gap; Green Beauty and Personal Care Product; Chinese Consumers;

    Abstract : Background: China's rapidly growing beauty consumer market has led to environmental deterioration and Chinese citizens are aware of this important issue, however, despite positive pro-environmental attitudes, consumers are reluctant to buy green products. This issue is known as the attitude-behavior gap, and existing research lacks information on how this gap operates in the Chinese beauty market. READ MORE

  5. 9. Are you as green as the Grinch - or is it just an illusion?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emelie Persson; Linnea Svensson; [2022]
    Keywords : Attitude-behaviour gap; online consumer behaviour; green consumption; green marketing; green communication strategies; Business and Economics;

    Abstract : Thesis purpose: The purpose of this thesis is to reveal what critical factors affect the attitude-behaviour gap when consuming green apparel online, and what aspects in retailers’ green communication strategies are perceived to have an influence on performing green consumer behaviour online. Theoretical perspective: An own illustration of a theoretical framework has emerged from the reviewed literature. READ MORE

  6. 10. "The House has Already Burned Down" - A Research Study Exploring Greenwashing in the Swedish Legal Practice

    University essay from Lunds universitet/Rättssociologiska institutionen

    Author : Amanda Rehm; [2022]
    Keywords : Greenwashing; deceptive environmental marketing; legal consciousness; sociology of law; environmental claims; green marketing; greenwashing in Sweden.; Social Sciences;

    Abstract : As the interest in greenwashing as a strategy for marketing increases, monitoring institutions in Sweden have not failed to acknowledge the tendency of unwarranted and exaggerated statements that has left the impression of products or services without any legitimate support. Even as institutions have voiced their active engagement in tackling this problem, critique has been raised arguing that greenwashing is only increasing with little resistance to deter its practice. READ MORE