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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

Made available in DSpace on 2014-12-17T14:53:05Z (GMT). No. of bitstreams: 1 kandyMCM_DISSERT.pdf: 1467963 bytes, checksum: 7ac6105739fbbcd80671b8f995e291a9 (MD5) Previous issue date: 2009-12-29 / The search of the man for more comfort and one better quality of life led to an increment of the production of goods and services, that results, almost always, in aggressions to the nature and to a reduction of this same quality of life. The concern with the ambient problems appears as an important element regarding the material and economic growth and of the quality of life. With this scene a new question, the Ambient Marketing appears. Although the marketing concept to be well ample, the companies use the term ambient marketing to make reference what in fact, many times, are a more specific activity of ambient communication. The ambient communication is a new form to communicate used for the companies with the objective to get advantages of its competitors ahead, since the competitiveness by means of the o price, the stated period and the quality if becomes extremely incited. In view of the current competitive market, where the organizations need distinguishing to get greater have detached front to the competition, and the fact of the society to be each time more worried about the environment and the impacts that the companies cause it, the ambient communication has been used as form to convince its customers. Of this form, she evaluated herself, through a exploratory research and qualitative, the influence of the use of the ambient communication in the decision of purchase and of that she forms the companies when using of this communication can add value to its product. The results had indicated that 77% of the interviewed ones had heard to say on marketing or ambient communication and that the television is main the media for this knowledge, a time that 90.9% of the respondents had affirmed to have seen propagandas of directed products of consumption to the ambient question in this way. In fact, the concern with the environment demonstrated for the companies has its impact, therefore 84% of the respondents had told if to sensetize with this fact. However, only a lesser number of people, 70.5% answered that this concern really influences in its decision of purchase / A busca do homem por mais conforto e uma melhor qualidade de vida levou a um incremento da produ??o de bens e servi?os, que resulta, quase sempre, em agress?es ? natureza e a uma diminui??o dessa mesma qualidade de vida. A preocupa??o com os problemas ambientais aparece como um elemento importante a respeito do crescimento material e econ?mico e da qualidade de vida. Com esse cen?rio surge uma nova quest?o, o Marketing Ambiental. Apesar do conceito de marketing ser bem amplo, as empresas utilizam o termo marketing ambiental para referenciar o que de fato, muitas vezes, ? uma atividade mais espec?fica de comunica??o ambiental. A comunica??o ambiental ? uma nova forma de comunicar utilizada pelas empresas com o objetivo de obter vantagens diante de seus concorrentes, visto que a competitividade mediante ao pre?o, ao prazo e ? qualidade se tornam extremamente acirradas. Tendo em vista o atual mercado competitivo, onde as organiza??es necessitam diferenciais para obter maior destaque frente ? concorr?ncia, e o fato da sociedade estar cada vez mais preocupada com o meio ambiente e os impactos que as empresas causam a ele, a comunica??o ambiental tem sido utilizado como forma de convencer seus clientes. Dessa forma, avaliou-se, atrav?s de uma pesquisa explorat?ria e qualitativa, a influ?ncia do uso da comunica??o ambiental na decis?o de compra e de que forma as empresas ao utilizarem dessa comunica??o podem agregar valor ao seu produto. Os resultados indicaram que 77% dos entrevistados ouviram falar sobre marketing ou comunica??o ambiental e que a televis?o ? o principal meio de comunica??o para esse conhecimento, uma vez que 90,9% dos respondentes afirmaram terem visto propagandas de produtos de consumo direcionados ? quest?o ambiental nesse meio. De fato, a preocupa??o com o meio ambiente demonstrada pelas empresas tem seu impacto, pois 84% dos respondentes relataram se sensibilizar com este fato. Por?m, somente um n?mero menor de pessoas, 70,5% respondeu que essa preocupa??o realmente influencia na sua decis?o de compra

The thesis acquaints readers with the basic ideas of a new trend in marketing -- green marketing. It points out its particularities, historical evolution and potential application, including warning about common mistakes. The thesis aspires to bring an overview of the topic.

Made available in DSpace on 2016-12-23T14:32:58Z (GMT). No. of bitstreams: 1 ROSEMAY.pdf: 842306 bytes, checksum: b7a73bec78e21cb2f5395e7d1075a300 (MD5) Previous issue date: 2006-09-13 / This work studies the implementation of environmental policies in the city of Vitória and strategies for environmental accountability within the CVRD. It relates the process leading to the formulation of a National Policy on the Environment between 1981 and 2004, the instruments used and its implementation in municipal areas according to the federal constitution of 1988; it describes the implantation and expansion of CVRD in the Steel Producing Complex of Tubarão; it analyses the policies and environment of the city of Vitória, highlighting the instruments and strategies used by the local authority to maintain environmental control of CVRD; finally it looks at the strategies undertaken by the company in the absence of environmental controls (pre 1980), using the instruments predominant in the 1980 s for direct regulation of the environment (command and control) and, finally after Rio 92 which resulted in the propagation of sustainable development, a concept whose spread helped reduce the conflicts between preservationism and progressivism. Notwithstanding, through the efforts of local and state environmental organs using stringent policies of command and control, advances were made, obliging CVRD to introduce environmental control systems. Initially the company was resistant to the decisions taken by the local authorities, later adopting a delaying strategy in the implementation of these decisions. With the recent reduction in the role of the state and the increased responsibility of corporations, the company has adopted the idea of sustainable development as its own and incorporated environmental accountability in an attempt to show itself to be in harmony with society and the environment. To this end CVRD makes use of environmental marketing strategies essential for a company that wishes to give the impression that it is committed to environmental quality, while in fact, society continues to suffer from the effects of its impact on the environment / Estuda a implementação da política ambiental do município de Vitória e a estratégia de responsabilidade ambiental da CVRD. O trabalho relata a trajetória de 1981 a 2004, da constituição da Política Nacional de Meio Ambiente, os instrumentos e sua municipalização de acordo com a Constituição Federal de 1988; descreve a implantação e expansão da CVRD no Complexo Siderúrgico de Tubarão; analisa a política e gestão ambiental do município de Vitória, destacando os instrumentos e a estratégia do poder local de regulação ambiental da CVRD; por fim, analisa a estratégia empreendida pela empresa quando da ausência de regulação ambiental (anterior à década de 1980), quando dos instrumentos de política ambiental de regulação direta (comando e controle) predominante na década de 1980 e, finalmente, a partir da RIO 92 que possibilitou a disseminação do desenvolvimento sustentável, uma concepção que se espraiou, arrefecendo os conflitos entre preservacionistas e desenvolvimentistas. Contudo, os esforços dos órgãos ambientais, local e estadual, utilizando uma política coercitiva de comando e controle logrou avanços, obrigando a CVRD a implantar sistemas de controle ambiental. A princípio, a empresa resistiu às determinações do poder público, depois passou a adotar a estratégia de protelar a implementação das determinações oficiais e, na contemporaneidade, no momento em que o papel do Estado é minimizado e, o das corporações agigantado, a empresa se apropria do discurso do desenvolvimento sustentável e incorpora ações de responsabilidade ambiental para mostra-se harmoniosa com a sociedade e o meio ambiente. Para tanto, utiliza estratégia de marketing ambiental, elemento facilitador para que a empresa se apresente comprometida com a qualidade ambiental quando, na realidade, a sociedade continua a sofrer por seus impactos ambientais.

Problem: The increased environmental awareness among people as well as businesses has led to the development of new concepts such as sustainable development and environ-mental marketing. One way of practising environmental marketing, which is based on the three principles social responsibility, holism and sustainability, is to use eco-labels on prod-ucts and services. Many companies see the usage of eco-labels as a means to gain competi-tive advantage. The number of eco-labelled products and services constantly increases, but does it mean that the number of companies practising corporate social responsibility also increases? The thesis strives to find out how a company through the usage of eco-labels contributes to a sustainable society by practising environmental marketing and thus social responsibility. The more specific purpose of this thesis is to: Explore the relationship between the usage of eco-labels on products and services and the implementation of corporate social responsibility (CSR) within three different companies. Method: A qualitative research approach was applied. Data was collected through six semi-structured interviews with the responsible of environmental/sustainability questions of three different companies (Scandic, Arla Foods and JC) and with the representatives within information/PR from two third party organisations (the Nordic Swan and KRAV). Results: We have drawn the conclusion that in order to have CSR incorporated within the organisation of the company, there is a need to have a balance between the different di-mensions (economic, environmental and social) of the company. The company also needs to take responsibilities that go beyond economic, legal, and ethical responsibilities. Scandic and Arla Foods have CSR fully incorporated within their organisations. JC have an imbal-ance between the different dimensions and have therefore not fully incorporated CSR. When it comes to the relationship between the eco-label and CSR, we can conclude that for the explored companies the relationship is dependent on the environmental philosophy and the environmental culture of the company having the eco-label. Scandic and Arla Foods have strong environmental cultures and their eco-labellings are seen as being the output of their CSR. JC do not have such a strong environmental culture and their eco-labelling is seen as the input of CSR. Third party organisations play an important role for CSR within the explored companies, both for the development and for the continuous im-provements of CSR. Third party organisations emphasise the development of CSR when the eco-label is seen as being the input of CSR, as in the case of JC. When the eco-label is seen as the outcome, as for Scandic and Arla Foods, the third party organisations help the companies to make continuous improvements. / Problem: Den ökade medvetenheten hos människor såväl som hos företag när det kom-mer till miljöfrågor har bidragit till att nya koncept som till exempel hållbar utveckling och grön marknadsföring har uppkommit. Grön marknadsföring bygger på de tre principerna: socialt ansvarstagande, holism och hållbarhet. Ett sätt att tillämpa grön marknadsföring är att använda miljömärkningar på varor och tjänster. Användandet av miljömärkningar ses som en konkurrensfördel av många företag och antalet miljömärkta varor och tjänster ökar konstant. Betyder detta att även antalet företag som tar ett samhällsansvar ökar? Denna uppsats söker ta reda på hur ett företag med hjälp av miljömärkningar bidrar till ett hållbart samhälle genom tillämpning av grön marknadsföring och därmed också socialt ansvarsta-gande. Det mer specifika syftet med den här uppsatsen är att: Undersöka förhållandet mellan användandet av miljömärkningar på varor och tjänster och tillämpningen av företagens samhällsansvar (CSR) i tre olika företag. Metod: En kvalitativ undersökningsmetod tillämpades. Data samlades in genom sex styck-en semistrukturerade intervjuer med de ansvariga inom miljö- och hållbarhetsfrågor på tre olika företag (Scandic, Arla Foods och JC) och med informatörerna från två tredjeparts or-ganisationer (Svanen och KRAV). Resultat: Vi har kommit till slutsatsen att det måste finnas en balans mellan de olika di-mensionerna (ekonomiska, sociala och miljö) inom företaget för att CSR ska vara inkorpo-rerat i dess organisation. Företaget måste också ta ett ansvar utöver de ekonomiska, lagliga och etiska ansvar som företag har. Scandic och Arla Foods har fullt ut inkorporerat CSR i sina organisationer. JC har en obalans mellan de olika dimensionerna och har därför inte fullt ut inkorporerat CSR. När det kommer till förhållandet mellan miljömärkningen och CSR hos de undersökta företagen, har vi dragit slutsatsen att detta förhållande är beroende på miljöfilosofin och miljökulturen hos företaget som har miljömärkningen. Scandic och Arla Foods har starka miljökulturer och deras miljömärkningar ses som ett resultat av deras CSR. JC har inte någon stark miljökultur och deras miljömärkning ses som ett bidrag till CSR. Tredje parts organisationer spelar en viktig roll både för utvecklandet och för det kontinuerliga förbättrandet av CSR inom de undersökta företagen. När miljömärkningen ses som ett bidrag till CSR, som i fallet med JC, fokuseras tredje parts organisationers infly-tande på utvecklandet av CSR. När miljömärkningen ses som ett resultat av CSR, som hos Scandic och Arla Foods, hjälper tredje parts organisationer företagen att göra kontinuerliga förbättringar.

<p>Traditional product features such as price, quality and supply service have been extended and nowadays includes environmental aspects as well. It raises new and increasing demands on haulier companies. The transport sector is responsible for a large part of the pollutants causing today’s environmental problems. The business is being closely monitored and to operate environmental friendly is seen as one of the most important elements for the industry’s future development. Haulier companies must not only meet the restrictions of the government, but also respond to the customers’ demands on</p><p>environmental performance.</p><p>The aim of the study is to review the environmental demands of PNLs present customers and what they think their demands will look like in three years time. The scope of the survey is two-fold. The study will partly review if the changing environmental aspects can impact on supply service and price; and partly investigate the importance of an environmental certification. To reach the aim of the study qualitative interviews have been carried out with nine of PNLs present customers. The choice of customers has been made to represent</p><p>an overall picture of PNLs customer portfolio.</p><p>The study concluded that supply service and price is more important than environmental aspects today. The customers are prone to compromise on delivery time and price to the advantage of the environment. But it can not cost too much or take too long, and there must be a possible choice of transport.</p><p>There are today no expressed environmental demands on transport, but the conclusion is that it is only a matter of time before they will prevail. The results prove that environmental issues are estimated to be fundamental for hauliers in the future. It is seen as a competitive advantage to be at the leading edge of offering green transportation alternatives.</p><p>It is considered important today that hauliers pursue environmental issues aggressively. A certification according to ISO or other environmental management systems is considered less important. The results show that environmental management systems and an operative environmental framework will increase in importance in the future when choosing between hauliers.</p>

<p>Problem: The increased environmental awareness among people as well as businesses has led to the development of new concepts such as sustainable development and environ-mental marketing. One way of practising environmental marketing, which is based on the three principles social responsibility, holism and sustainability, is to use eco-labels on prod-ucts and services. Many companies see the usage of eco-labels as a means to gain competi-tive advantage. The number of eco-labelled products and services constantly increases, but does it mean that the number of companies practising corporate social responsibility also increases? The thesis strives to find out how a company through the usage of eco-labels contributes to a sustainable society by practising environmental marketing and thus social responsibility. The more specific purpose of this thesis is to:</p><p>Explore the relationship between the usage of eco-labels on products and services and the implementation of corporate social responsibility (CSR) within three different companies.</p><p>Method: A qualitative research approach was applied. Data was collected through six semi-structured interviews with the responsible of environmental/sustainability questions of three different companies (Scandic, Arla Foods and JC) and with the representatives within information/PR from two third party organisations (the Nordic Swan and KRAV).</p><p>Results: We have drawn the conclusion that in order to have CSR incorporated within the organisation of the company, there is a need to have a balance between the different di-mensions (economic, environmental and social) of the company. The company also needs to take responsibilities that go beyond economic, legal, and ethical responsibilities. Scandic and Arla Foods have CSR fully incorporated within their organisations. JC have an imbal-ance between the different dimensions and have therefore not fully incorporated CSR. When it comes to the relationship between the eco-label and CSR, we can conclude that for the explored companies the relationship is dependent on the environmental philosophy and the environmental culture of the company having the eco-label. Scandic and Arla Foods have strong environmental cultures and their eco-labellings are seen as being the output of their CSR. JC do not have such a strong environmental culture and their eco-labelling is seen as the input of CSR. Third party organisations play an important role for CSR within the explored companies, both for the development and for the continuous im-provements of CSR. Third party organisations emphasise the development of CSR when the eco-label is seen as being the input of CSR, as in the case of JC. When the eco-label is seen as the outcome, as for Scandic and Arla Foods, the third party organisations help the companies to make continuous improvements.</p> / <p>Problem: Den ökade medvetenheten hos människor såväl som hos företag när det kom-mer till miljöfrågor har bidragit till att nya koncept som till exempel hållbar utveckling och grön marknadsföring har uppkommit. Grön marknadsföring bygger på de tre principerna: socialt ansvarstagande, holism och hållbarhet. Ett sätt att tillämpa grön marknadsföring är att använda miljömärkningar på varor och tjänster. Användandet av miljömärkningar ses som en konkurrensfördel av många företag och antalet miljömärkta varor och tjänster ökar konstant. Betyder detta att även antalet företag som tar ett samhällsansvar ökar? Denna uppsats söker ta reda på hur ett företag med hjälp av miljömärkningar bidrar till ett hållbart samhälle genom tillämpning av grön marknadsföring och därmed också socialt ansvarsta-gande. Det mer specifika syftet med den här uppsatsen är att:</p><p>Undersöka förhållandet mellan användandet av miljömärkningar på varor och tjänster och tillämpningen av företagens samhällsansvar (CSR) i tre olika företag.</p><p>Metod: En kvalitativ undersökningsmetod tillämpades. Data samlades in genom sex styck-en semistrukturerade intervjuer med de ansvariga inom miljö- och hållbarhetsfrågor på tre olika företag (Scandic, Arla Foods och JC) och med informatörerna från två tredjeparts or-ganisationer (Svanen och KRAV).</p><p>Resultat: Vi har kommit till slutsatsen att det måste finnas en balans mellan de olika di-mensionerna (ekonomiska, sociala och miljö) inom företaget för att CSR ska vara inkorpo-rerat i dess organisation. Företaget måste också ta ett ansvar utöver de ekonomiska, lagliga och etiska ansvar som företag har. Scandic och Arla Foods har fullt ut inkorporerat CSR i sina organisationer. JC har en obalans mellan de olika dimensionerna och har därför inte fullt ut inkorporerat CSR. När det kommer till förhållandet mellan miljömärkningen och CSR hos de undersökta företagen, har vi dragit slutsatsen att detta förhållande är beroende på miljöfilosofin och miljökulturen hos företaget som har miljömärkningen. Scandic och Arla Foods har starka miljökulturer och deras miljömärkningar ses som ett resultat av deras CSR. JC har inte någon stark miljökultur och deras miljömärkning ses som ett bidrag till CSR. Tredje parts organisationer spelar en viktig roll både för utvecklandet och för det kontinuerliga förbättrandet av CSR inom de undersökta företagen. När miljömärkningen ses som ett bidrag till CSR, som i fallet med JC, fokuseras tredje parts organisationers infly-tande på utvecklandet av CSR. När miljömärkningen ses som ett resultat av CSR, som hos Scandic och Arla Foods, hjälper tredje parts organisationer företagen att göra kontinuerliga förbättringar.</p>

Traditional product features such as price, quality and supply service have been extended and nowadays includes environmental aspects as well. It raises new and increasing demands on haulier companies. The transport sector is responsible for a large part of the pollutants causing today’s environmental problems. The business is being closely monitored and to operate environmental friendly is seen as one of the most important elements for the industry’s future development. Haulier companies must not only meet the restrictions of the government, but also respond to the customers’ demands on environmental performance. The aim of the study is to review the environmental demands of PNLs present customers and what they think their demands will look like in three years time. The scope of the survey is two-fold. The study will partly review if the changing environmental aspects can impact on supply service and price; and partly investigate the importance of an environmental certification. To reach the aim of the study qualitative interviews have been carried out with nine of PNLs present customers. The choice of customers has been made to represent an overall picture of PNLs customer portfolio. The study concluded that supply service and price is more important than environmental aspects today. The customers are prone to compromise on delivery time and price to the advantage of the environment. But it can not cost too much or take too long, and there must be a possible choice of transport. There are today no expressed environmental demands on transport, but the conclusion is that it is only a matter of time before they will prevail. The results prove that environmental issues are estimated to be fundamental for hauliers in the future. It is seen as a competitive advantage to be at the leading edge of offering green transportation alternatives. It is considered important today that hauliers pursue environmental issues aggressively. A certification according to ISO or other environmental management systems is considered less important. The results show that environmental management systems and an operative environmental framework will increase in importance in the future when choosing between hauliers.

Climate change has been described as “the greatest and widest-ranging market failure ever seen”. Unregulated climate offsetting has emerged as a way for consumers to internalize the externality of climate change. Previous research abounds regarding the challenges facing the technical performance of climate offsetting, but this research has not taken into account how the interpretation of consumers will affect the ability of offsetting to mitigate climate change. Therefore, in this report, a conceptual framework illustrating possible challenges was constructed based on the technical performance of offsetting as well as marketing laws and guidelines, while adding an explicit use of system boundaries. Making use of manifest content analysis, the framework was then empirically tested through analyzing offset claims from the aviation and food retail sectors. Large risks of consumer misinterpretations of offset claims were found within all investigated system boundaries and for both sectors. As such, it seems that unregulated climate offsetting has inherited the well-known problems related to regulated climate offsetting while failing to address the general issues of environmental marketing. Until and unless these issues are addressed, unregulated climate offsetting should be used with caution as a way to mitigate climate change. / Klimatkrisen har beskrivits som “det främsta och mest omfattande marknadsmisslyckandet som någonsin skådats”. Oreglerad klimatkompensation har vuxit fram som ett sätt för konsumenter att internalisera externaliteterna associerade med klimatkrisen. Tidigare forskning har undersökt de tekniska utmaningarna som klimatkompensation står inför, men denna forskning har inte tagit hänsyn till hur konsumenternas uppfattning av fenomenet kommer påverka klimatkompensationens förmåga att mildra klimatkrisen. Därför utvecklade denna studie ett konceptuellt ramverk för att illustrera klimatkompensationens möjliga utmaningar, baserat på den tekniska prestandan såväl som marknadsföringslagar och riktlinjer. Till detta adderades en explicit användning av systemgränser. Genom manifest innehållsanalys testades ramverket sedan empiriskt genom att analysera marknadsföringspåståenden kopplade till klimatkompensation inom sektorerna livsmedelshandel och flyg. Stora risker för missförstånd upptäcktes inom båda sektorerna och inom alla fyra relevanta systemgränser. Detta pekar mot att oreglerad klimatkompensation har ärvt de väletablerade problemen kopplade till den reglerade marknaden inom klimatkompensation samtidigt som de generella problemen kopplade till miljöpåståenden inte har adresserats. Om dessa utmaningar inte tas hänsyn till, bör oreglerad klimatkompensation användas med försiktighet om målet är att verka som en lindrande åtgärd för klimatkrisen.