What’s the meaning of green?

Abstract: In the prevailing retail climate sustainability has become an important factor of competition actualizing questions about why we buy green products, how we buy them and how they are marketed. These questions touches upon the contextualization of green products, they need to be made meaningful and functional to consumers. It is therefore interesting to study the processes involved in the production of values that makes green products attractive. The aim of this thesis is to contribute to the understanding of how green products are created as meaningful by retailers. The results indicate that the retailer uses in-store contextualization and a multi-channel approach in order to add values to green products and thus make them meaningful.