Understanding Green Marketing with Marketing Mix : a case study on The Body Shop
Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects.
Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data.
Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the popularity of the brand still the most important influence factor in their purchase decision-making.
Suggestions for future research: A further study can be put on a research about how to gain advantages, such as customers’ loyalty and trust, by improving their green strategy.
Contribution of the thesis: This study contributes to enhancing the understanding of the combination of the 4Ps of marketing and green marketing. Furthermore, the findings have improved our knowledge of the consumers’ attitude toward their strategies.
Paper type Case study/ Research paper
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