Essays about: "Strategic green marketing"

Showing result 1 - 5 of 12 essays containing the words Strategic green marketing.

1. 1. Secret sustainability: A case study of why a company might go silent with its green achievements

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Antonia Alan; Jenny Trolläng; [2022]
   Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

   Abstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE

3. 2. Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Josefin Norstedt; Felix Sjölinder; [2021]
   Keywords : ;

   Abstract : Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. READ MORE

4. 3. The influence of sustainable development in strategic marketing : How companies use sustainability in their marketing strategy to attract the consumer?

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Elisa Perrin; Juliette Ferrer; [2021]
   Keywords : consumer; green marketing; product; promotion; Sustainability Marketing Strategy SMS ; responsible consumption; Corporate Social Responsibility CSR ; corporate citizen.;

   Abstract : 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. READ MORE

5. 4. A bank’s strategical positioning within the Green Sector for an increased customer satisfaction : a segmented kano analysis

   University essay from SLU/Dept. of Economics

   Author : Oscar Klofsten; [2021]
   Keywords : customer satisfaction; service marketing mix; segmented kano; analysis; green sector; bank;

   Abstract : The major banks in Sweden are seen as confusingly similar to their customers. By taking a behavioural focus, banks may understand how they can make themselves unique and increase their customer satisfaction. Through increasing customer satisfaction, banks may be able to gain a competitive advantage and consequently increase their profit. READ MORE

6. 5. Attitudes & Incentives of Green Marketing in the Clothes and Accessory Industry - Companies Perspectives

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Anna Hammarsten; Emma Ohlsson; [2019]
   Keywords : Green marketing; Strategic green marketing; Greenwashing; Green marketing mix; Sustainability;

   Abstract : This is a comparative, qualitative study conducted through comparing three different companies that are in some extent using Green marketing in their marketing communication. The issue that this study addresses is the problematics connected to the use of green marketing. READ MORE