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What are the incentives behind organisations’ usage of nudges in sustainable marketing? : And is the dualistic definition of the term influencing how organisations apply nudging?Andersson, Alexandra, Nilsson Eskesen, Lovisa, Stenberg, Johanna January 2020 (has links)
Problem: Currently, there are two definitions of nudging, one that is connected to sustainable development and another one that is not. This can create confusion for researchers and customers and could potentially lead to greenwashing when the incentive of the nudge does not match with the best outcome of the person being nudged. Purpose: The purpose is to explore how organisations interpret nudging and how their underlying incentives affect the use of nudging in practice. Aim: This research aims to explore the incentives behind organisations use of nudging for sustainable marketing in practice. The organisations incentives will be connected to any of the dualistic definitions of nudging in order to see which of the definitions that are aligned to practice. Method: This research is a qualitative study and has been conducted under an interpretivist paradigm. It has made use of semi-structured interviews to collect primary data, as well as newspaper articles and web sites to collect secondary data. To analyse the data, a general analytical procedure was used. The data was presented in a within-case analysis together with a cross-case analysis where the empirical data was compared with the theoretical framework to discuss and answer the research questions. Result and Conclusions: The comparisons showed that three out of five organisations have the main incentive of earning money from their nudge despite their sustainability agenda. Another finding was that only one organisation exclusively uses the definition of nudging that is connected to libertarian paternalism. These findings contribute to the literature and informs customers that nudges can be used for several purposes.
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Sustainable Marketing : Challenges faced when implementing sustainable marketing strategies / Hållbar marknadsföring : Utmaningar som ställs inför implementering av hållbart marknadsföringsstrategierCollazo, Patricia, Radu, Anita, Mikaela, Berglund January 2020 (has links)
Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.
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Drivers and Outcomes of Green AcquisitionsWei, Yuyan January 2023 (has links)
Reporting on the growing number of green initiatives across various industries in media is at odds with only sporadic academic research on green acquisition strategy in the marketing discipline. This presents a unique opportunity for me to identify and empirically examine different factors that can impact a firm’s value when adopting the green acquisition strategy and explore drivers of adopting green strategies, namely, green acquisition and green innovation. In this thesis, I explore these questions through two studies.
In the first study, I analyze 182 green acquisition announcements using the event study method to see how the stock market reacts. The study reveals that the stock market responds positively to announcements of green acquisitions. Additionally, acquirers with stronger marketing capability but limited innovation capability experience better stock performance. However, the stock market return−green acquisition relationship, influenced by the two capabilities mentioned above, is moderated by industry environmental sensitivity. The results enhance our understanding of how marketing and innovation capabilities impact investor behavior in the context of green acquisitions. These findings broaden our existing knowledge of the marketing−finance interface, green marketing, and corporate sustainability.
The second study examines external and internal drivers of corporate green strategies (i.e., green innovation and green acquisition). Using a sample of 1565 firm-year observations from the food and beverage industries, I show that firms under greater media attention are more likely to adopt both green acquisition and green innovation strategies. However, with the presence of the top management team’s commitment toward sustainability, media attention’s positive effects on firms’ likelihood of adopting green acquisition will be weakened. Moreover, firms with top management teams committed to sustainability are more likely to engage in green innovations under higher environmental regulation stringency. This study fills the gap in the green marketing literature by providing insights into why and how firms react to social and environmental challenges proactively. Notably, my findings show when and why firms adopt green acquisition or green innovation strategies. / Thesis / Doctor of Philosophy (PhD) / Increasingly, corporations are responding to green trends by engaging in various green strategies such as green acquisition and green innovation. With regard to green acquisition strategy, little is known about its financial impact and determinants. Secondly, drivers of green innovation and green acquisition strategies have not been sufficiently examined from secondary/archival data sources. I explore these issues in two studies. The first study examines how the stock market responds to green acquisitions. It finds that when companies announce green acquisitions, the stock market reacts positively. Additionally, companies that have strong marketing capability but limited innovation capability tend to have better stock market performance. However, the effect of those capabilities on the relationship between stock market return and green acquisition is affected by the environmental sensitivity of the industry.
The second study examines the major drivers of green strategies (i.e., green acquisition and green innovation). It shows how environmental regulation stringency and media attention affect those two green strategies differently with the presence of the top management team’s sustainability commitment.
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Factors influencing environmentally-significant consumption by higher-income households : a multi-method study of South Devon for social marketing applicationHurth, Victoria Mary Francis January 2012 (has links)
The aim of this thesis is to identify and examine the factors influencing environmentally-significant consumption (ESC) by higher-income households (HIH) to provide theoretical and social marketing insights. Income is highly related to levels of energy consumption and associated environmental damage, but despite research documenting the links between income and energy use, there is a lack of enquiry into what shapes the ESC patterns of HIH and therefore how behavioural interventions might be best fashioned to reduce energy use. A postmodern approach to consumption that recognises the interplay between the psychological, the social and the cultural (a psycho-socio-cultural approach), indicates that ESC is not an automatic consequence of wealth but rather mediated through the way consumption practices are symbolically connected with the satisfaction of underlying needs, including the need for identity and other psychological orientations. These connections are not universal or static but socially and culturally contextual and influenced by many factors, particularly marketing. Social marketing, as marketing for social good, therefore has a critical role to play in altering these symbolic connections and therefore consumption behaviour. To design and market alternative lower energy consumption through social marketing interventions, an understanding of how environmentally-significant consumption is connected with modes of need satisfaction and psychological orientations is necessary. Additionally, an understanding of constraints to even higher levels of consumption is useful. This study provides initial research momentum, using a HIH sample from South Devon. Primary data from a quantitative questionnaire was supported in design by qualitative interviews. These provide descriptive and correlational results about what shapes the consumption of; leisure flights, large-engine cars and new durable products, as well as the role of environmentally-significant psychological orientations, specifically: values; materialism; environmental concern and identity. The research also provides a comparative analysis between a group of HIH who have participated in Global Action Plan’s EcoTeam programme, and the general sample of HIH.
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Is Sustainability Marketing alive? A critical exploration of Marketing courses in Swedish higher education institutions: The case of Uppsala UniversityGevorgyan, Shavarsh January 2019 (has links)
In a world that is changing rapidly due to the social and environmental consequences of the unsustainable economic growth, societal and economic transformations from unsustainable visions and practices are inevitable. While there is a need to develop alternative approaches to production and consumption, changing these systems is not feasible without changing the mainstream marketing ideas and its practices where the main incentive is “how to sell more”. The initial phase of the research process supports conceptual clarity and the evolution of marketing thought towards sustainability marketing. It identifies the presence of sustainability marketing in the existing marketing curriculum through qualitative content analysis using grounded theory and quasi-statistical approaches, that facilitates the search for sustainability in marketing curriculum based on UNESCO’s indicative learning objectives for promoting Education for Sustainable Development. The thesis draws on relevant literature in the marketing field, utilizing the content analysis of various syllabi and mandatory literature of Uppsala University’s marketing courses, as well as employing semi-structured interviews with five lecturers of Uppsala University’s Marketing faculty and eight marketing students from across Sweden. The institutional setup of the case of Uppsala University is found to be problematic when considering its commitments towards sustainable development and its Action Plan for Sustainable Development 2019–2021. The study established the strong influence of dominant social paradigm in the curriculum development of marketing courses, which was evident through the content analysis and portrayals of the respondents’ perspectives of the marketing faculty. Further, it was found that the societal understanding of marketing dictates what can be taught in marketing education, which consequently circumscribes what can be researched in marketing. In addition, the concept of sustainability marketing was found to be nonexistent in mandatory literature of the courses, and was poorly covered throughout the secondary literature. Similarly, most of the mandatory literature of the marketing courses of Uppsala University do not follow UNESCO’s (2017) indicative learning objectives for promoting ESD, and hence do not promote learning for sustainable development. The results of this thesis suggest that we still have a long way to go to bring Education for Sustainable Development into marketing education, as current mainstream marketing practices and its rationale with dominant social paradigm prevalence maintains, supports and exacerbates the global unsustainable consumption and production patterns.
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Alcohol advertising : A Minor Field Study in Cape Town.Arsova, Pavlina January 2018 (has links)
The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. The method used was semi-structured interviews with eight marketers at three advertise agencies/production companies in Cape Town who have working experience of alcohol advertising and this have been analysed in relation to impact and identity theories as well as ethics. The result showed that majority of the marketers did not believe alcohol advertising increase alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition between brands. Their perception was also that alcohol brands are connected to identity in South Africa and that using celebrities in alcohol advertising could be highly effecting when using the right celebrity. One conclusion is that the participants did not suffer from moral myopia since they were fully aware of what harm alcohol could have on the society. Regarding moral discussion at work was it some of the marketers that did not talk about ethical issues which could be a sign of moral muteness but it is really hard to draw any conclusion about it after a short interview. / <p>Bild</p>
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Impact of Green Marketing on Consumer Behaviour : A case study on the Furniture IndustryBeinö, Olivia, Alexanderson, Linnéa January 2020 (has links)
Abstract Background The furniture industry is depending on natural resources, which are threatened by both consumption and climate change. Therefore, companies need to understand their responsibility for sustainable development and preserving the resources to operate in the future. Moreover, the consumption behaviour within the furniture industry has changed drastically over the last decade. For this reason, companies could utilize ‘Green Marketing’ as a marketing tool to promote and provide consumers with the environmental benefits of products and services. However, companies need to be careful since they are at risk of being accused of greenwashing and lose consumer trust. Purpose To examine how furniture companies in Sweden are using green marketing to make an impact on consumer behaviour. The research seeks to create a deeper understanding of how furniture companies are attempting to influence consumers towards a sustainable behaviour. Method A qualitative approach was implemented by conducting five semi-structured interviews with marketing managers at furniture companies in Sweden. Conclusion The authors have found that furniture companies aim to influence consumers towards making more sustainable choices. Furthermore, the respondents aimed to do this by applying sustainable marketing practices with an environmental focus. However, considering the theory of green marketing provided in this study, it is possible to confirm that the companies’ sustainable marketing practices cannot be defined as green marketing.
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”LÄMNA BASLÄGRET I BÄTTRE SKICK ÄN VI HITTADE DET” : -En kritisk diskursanalys om hållbar konsumtionLindberg, Matilda, Lindell, Gabriel January 2020 (has links)
In today’s society the question about consumption are a real problem. With focus on clothing brands it can be seen as a possibility to expand due to the increased demand from customers. With new ways of marketing and easier ways of shopping creates opportunities for customers to shop without any problems. The trend of “fast fashion” have influenced clothing brands to keep a constant flow of new clothes. Which tends to affect brands to choose a way to maximize their profit, and therefore look for cheaper ways of producing. But because of the higher set demand on sustainability, clothing brands has put more focus on sustainability throughout the company. This leads to the question about the responsibility that clothing brands has for the grown consumption patterns together with making profit. How does clothing brands handle the high set demand from customers while influencing a more sustainable consumption. This study is focusing on four Swedish clothing companies that are currently international active. The empirical material consists of the sustainability communication on their website. A critical discourse analysis is used to determine patterns in the different marketing discourses to answer the purpose of this of this study and provide a recommendation for companies which are in line with the work towards sustainable consumption. In conclusion in this study we highlight the importance of well thought through market communication. With focus on sustainability it helps the company to make decisions and communicate more clearly and creates opportunities to influence consumers to make choices towards sustainable consumption. With a company stance towards educating customers also affect more than consumers. It affects the industry views to change and creates opportunities to change towards more sustainable choices. The website can be seen as the main stage for the clothing brands to influence consumers towards more sustainable consumption. Mainly with showing the great extent the companies goes to with their work with sustainability in all working part of the company. But also by showing the value it creates. With a focus on the value of the products, the company are able guide consumers to make sustainable choices and be more aware of their consumption patterns, in all aspects of their life.
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How do influencer marketing agencies work with sustainability as intermediaries? : A multiple case study on influencer marketing agencies presented as a strategyNilsson Eskesen, Lovisa, Hamulic, Alma January 2021 (has links)
ABSTRACT Level: Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alma Hamulic & Lovisa Nilsson Eskesen Title: How do influencer marketing agencies work with sustainability as intermediaries? Keywords: Influencer Marketing, Sustainability, Sustainable Marketing, Future of Influencer Marketing, Intermediaries Research question: “How do influencer marketing agencies work and promote sustainability to their influencers?” Purpose: The authors aim to investigate how the agencies work with the influencers in terms of sustainability, whether the influencer marketing agency has a given strategy for the influencer to communicate sustainably or not. Method: The interpretivist research paradigm was chosen as the most suitable one in this qualitative study. The interpretivist research philosophy tends to lead to an Inductive approach and the research method is exploratory. For this research, a multiple case study has been chosen, carried by four semi-structured interviews chosen by the purposive sampling method. Conclusion: The results show thee main findings where none of the participating agencies for this research has a given strategy for promoting sustainability to their influencers even though they agree that it is of great importance to include in their work. Another finding is to be selective with the companies the agencies choose to work with and the fact that they can affect what is being communicated in terms of sustainability. A sustainability action plan has been created that illustrates how a new strategy can be brought in to create a sustainability strategy for intermediaries.
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Kan företag bidra till en hållbar konsumtion? En fallstudie om företagens externa kommunikationsstrategierArborelius, Maja, Karlsson, Anna January 2018 (has links)
Studien besvarar vilka typer av kommunikationsstrategier som är mest relevanta för att företag ska kunna påverka och förmedla kunskap om hållbar konsumtion. Studien utgår från signalteori och informationsasymmetri för att tydligt visa vilka strategier som är bäst för företag att använda sig av för att kommunicera externt. De strategier som studien tar upp är certifieringar, standarder & miljörevision, hållbarhetsredovisning & GRI, samarbete & FN:s globala hållbarhetsmål och slutligen miljömärkningar. Studien visar att samtliga strategier är en förutsättning för att företag ska kunna påverka och kommunicera ut kunskap om hållbar konsumtion samt att framhålla ett mer trovärdigt hållbarhetsarbete. Det framkom att de fyra undersökta företagen använde sig mer eller mindre av samtliga strategier men att inget av företagen använde sig av extern revision vilket skulle kunna hjälpa dem att öka trovärdigheten i sin kommunikation. / The study investigates which kind of communication strategies companies use to affect and to convey knowledge about a sustainable consumption. The study is based on signal theory and information asymmetry to clearly show which strategies are best for companies to use to communicate externally. The strategies included in the study are certifications, standards & environmental audit, sustainability report & GRI, cooperation & UN sustainable development goals and finally ecolabelling. The study shows that all strategies are a prerequisite for companies to influence and communicate knowledge about sustainable consumption; Furthermore, give more credible sustainability work. It turned out all four companies used more or less of all strategies, but none of the companies used external auditing, which could help them achieve more trustworthy communication.
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