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This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.

Unsustainable meat consumption contributes to climate change. That is why consumers are advised to behave in an environmentally responsible manner and reduce their consumption of meat products. When it comes to willingness to reduce meat consumption, differences between female and male consumers have been identified. The purpose of this dissertation is to investigate what motivating factors influence consumers' decision to reduce the consumption of meat products, and what is determined by influence of gender differences. Furthermore, the results of the analysis will help to find if consumers are willing to reduce meat consumption and if there are any similarities or differences between gender and their values towards meat consumption and the reduction of it. In order to get a deeper understanding of gender values towards reduction of meat consumption, a quantitative method and explanative design were applied and data was collected using online focus groups, male and female students from Kristianstad University. The results show that most of the respondents are willing to reduce the consumption of meat. Moreover, there were observed that some of the masculine attributes were more concerned about ethical issue such as animal welfare, meanwhile feminine - health issues and food safety. This thesis has laid a good foundation for possible future research about gender and sustainable meat consumption. Moreover, potentially it might help marketers to adopt their strategies to suit the nutritional needs of the different genders

The current green marketing industry is growing due to increasing consumer demand in combination with current environmental issues. Even so a common definition of the term green does not exist which creates both company and consumer confusion. Generally the expression is perceived by consumers to only describe environmentally friendly products but it is also further applied to different activities such as production, distribution and retailing. Due to the consumer lack of knowledge companies are having continuous difficulties satisfying the consumer’s changing needs and simultaneously protecting the environment. Companies are hoping to create awareness regarding environmental issues with the use of green marketing; however some companies are claiming to be green as a concealed marketing ploy, known as greenwashing.This study’s purpose aims to reveal and analyze whether there are gaps of knowledge in the topic green products and predominantly green cosmetics between Swedish green consumers and green companies. Lush Cosmetics has been chosen as a case company for this dissertations explorative kind and the empirical findings have been collected by a semi-structured interview with a product & people developer at the company. Answers from green consumers have been retrieved through focus group meetings with suitable respondents.Analysis of the empirical information was subsequently completed through the study’s theoretical framework to find what types of dissents exist between the two parts and why these have been generated. Results of the analysis showed that confusion as well as different opinions is present between the two parts. The knowledge gaps are prominent between the company and the consumers in the subjects of understanding marketing terms, price, ingredients and efficiency. / Program: Textilekonomutbildningen

Syfte: Syftet med studien är att skapa en djupare förståelse för hur företag kan bidra till en mer hållbar konsumtion. Studien undersöker hur företag kan öka försäljningen av ekologiska livsmedel med hjälp av marknadsföringsstrategier för att påverka konsumenternas köpbeteende.  Metod: Studien grundar sig i en induktiv, kvalitativ metod med ett hermeneutistiskt synsätt. Elva semistrukturerade intervjuer har genomförts och tolkats med hjälp av en Framework-matris. Resultat och slutsats: Studien visar att priset är den viktigaste orsaken till att konsumenter inte väljer att konsumera ekologiskt idag och att ökad kunskap behövs för att konsumenterna ska förstå varfördet är värt att betala mer för ekologiska livsmedel. Genom att använda den utökade gröna marknadsföringsmixen kan företag bidra till en mer välutbildad och hållbar konsument. Dessutom konkluderas det att ansvaret för en hållbar konsumtion inte enbart ligger på konsumenterna.  Examensarbetets bidrag: Studien har bidragit till en förståelse för vilka faktorer och drivkrafter som kan användas i företagens marknadsföringsstrategier för att bidra till en mer hållbar konsumtion.  Förslag till fortsatt forskning: Studier kring skillnaden mellan hur konsumenter och producenter uppfattar marknadsföringen av ekologiska produkter, användningen av influencers i marknadsföringen och samverkan mellan aktörer på livsmedelsmarknaden kan bidra till forskningen om hur företag kan öka den hållbara konsumtionen. / Aim: The aim of the study is to create a deeper understanding of how companies can contribute to sustainable consumption. The study aims to investigate how companies can increase sales of organic foods with marketing strategies to influence consumers' buying behavior. Method: The study is based on an inductive, qualitative method with a hermeneutic approach. Eleven semi-structured interviews were conducted and interpreted using a Framework matrix. Results and Conclusion: The study shows that price is the single most important reason why consumers do not consume organic, and that consumers are not sufficiently educated to understand why organic is worth paying for. By using the expanded green marketing mix, companies can contribute to create a more well-educated and sustainable consumer. It is also emphasized that the responsibility for sustainable consumption does not only lie with the consumers. Contribution of the thesis: The study has contributed to an understanding of the factors and driving forces that can be used in companies' marketing strategy in order to contribute to more sustainable consumption. Suggestions for further research: A comparison of how consumers and producers perceive marketing of organic products, the use of influencer marketing and studies on the collaboration between producers, traders and politicians can benefit future research on how to increase sustainable consumption.