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Attitudes & Incentives of Green Marketing in the Clothes and Accessory Industry - Companies Perspectives
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Abstract [en]

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. To address this problem, the purpose of this study will be to investigate how companies relates to the phenomena and how the attitudes differ between these. The thesis will target companies within the clothing and accessory industry and will furthermore investigate why the concerned companies choose to use green marketing. The empirical data collection consists out of interviews with key-persons that have a deep understanding of their respective company. Three beginning interviewees was performed and later on supplemented with a in-depth interview with representatives from each company’s market department. The selected interviewees are all representative for the respective companies attitudes in this thesis. The three companies compared in this thesis are Sandgrens Clogs, Houdini and Tenson. After conducting the interviews, the interviews were transcribed and analyzed, thereafter the empirical data collection could be compared to each other. Through the interviews we could distinguish three themes: Green marketing, Greenwashing and sustainability.The result from the thesis will provide an understanding of why companies choose to use green marketing. To get a deeper understanding, the thesis will also cover the different attitudes towards the phenomena green marketing and sustainability. Furthermore it will give an understanding of why and how Sandgrens Clogs, Houdini and Tenson uses green marketing in their market communication. Companies as well as consumers could gain from the awareness of the usage of green marketing that this thesis are contributing with.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Green marketing, Strategic green marketing, Greenwashing, Green marketing mix, Sustainability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21691OAI: oai:DiVA.org:hb-21691DiVA, id: diva2:1348350
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-09-09 Created: 2019-09-04 Last updated: 2019-09-09Bibliographically approved

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VT2019KF31(912 kB)4 downloads
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8ab8113a7af0105b1eb9e7d3c9bdaed93c29b24bd7dd18e9e0d5308f464bb87c3e4381c467ee3579808bb130c835ebd8b5cf33e48bf09e4d249d926f9d4474f5
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf