Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group. Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.   Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.   Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans. Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.

<p><strong>Purpose: </strong> To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group.<em> </em></p><p><strong> </strong></p><p><strong>Background: </strong>The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.</p><p> </p><p><strong>Problem: </strong>Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.</p><p> </p><p><strong>Methodology: </strong>The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans.</p><p><strong>Conclusions: </strong>Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.</p>

The adoption of Green Marketing within the Swedish forest industry has raised questions as to why there has been an increase in implementation of the concept, and what the results have showed. After conducting eight semi-structured qualitative interviews with companies involved with forestry in Sweden, this paper has been able to showcase an in-depth analysis. The companies interviewed include a forest owner, five forestry companies, a packaging company, and a lobby initiative in Sweden. This has allowed the research to explore different perspectives in the forest industry. The answers derived from the interviews were for the most part in correlation to each other, and highlighted the similar ways to approaching Green Marketing within the Swedish forest industry. Public concern, governmental regulations, and opportunity to form strong relationships were all seen as reasonings behind the usage of Green Marketing. The Swedish forest industry has done very well in avoiding many Green Marketing mistakes, and has also showcased a strong effort in following what is known as the ‘Golden Rules of Green Marketing’.

Purpose and research question: The purpose of this study is to provide and attain a deeper understanding of how the business philosophy of green marketing affects recreational adventure tourism. Further, the study intends to identify and analyze green marketing in relation to service development, green marketing strategies, branding, segmentation and positioning in the dive tourism sector. This has formulated our research question: How does green marketing affect adventure tourism? Methodology: A qualitative research method offers a deeper understanding of the effects of green marketing in the context of recreational dive tourism sector which is currently one of the fastest growing categories of adventure tourism. The study has followed an abductive research approach with an inductive initial departure and thereafter a simultaneously assemble of a theoretical framework during the sequence of conducting ten in-depth interviews. Conclusion: During this study we have identified tendencies deriving from the empirical findings and the literature review. The theoretical implications of this thesis involve filling the research gap of green marketing in a context of dive and adventure tourism. Furthermore, the practical implications involve that an implementation of green marketing can imply competitive advantages and exert a strong differentiation effect on brands. Thus, the integration of green performances and the communication sustainability could facilitate the dive tourism sector’s development towards increased environmental awareness. We further argue that the effects of green marketing in the dive tourism could be applicable in other categories of adventure tourism due to its dependency on nature and the current increasing trend of environmental awareness.

Growing environmental problems have led to increasing pressure on companies to improve their environmental performance. This means that also supply chains must become greener, which has contributed to new challenges when it comes to green collaboration and trust. Research has suggested marketing as a tool to tackle these challenges, but how to use marketing to address these concerns has yet to be explored further. The focus of this thesis is thereby to explore and clarify the possibilities to use green industrial marketing as a tool to meet these new supply chain challenges. In line with that, the overarching aim of the thesis is to explore and advance the understanding of green industrial marketing, with the underlying aim of merging the fields of green marketing and green supply chains. There is also the goal of contributing to companies’ knowledge about the field and thus possibly inspire improvements in green industrial marketing and green supply chain practices. These aims are met by answering two research questions. The first research question regards the practice of green industrial marketing, and how this practice has developed over time. The second research question revolves around what strategies, placing an emphasis on trust, can be identified in companies working in green industrial marketing and how these strategies can improve green supply chain collaboration. The literature review focuses mainly on green industrial marketing, with green marketing, the emergence of green business, industrial marketing, green supply chain management, green marketing strategies, and trust as associated theoretical fields related to green industrial marketing. The study is interpretive and qualitative with a focus on one industry, the Swedish textile service industry, during a 26-year time period. Three sub-studies have been combined to explore the phenomenon of green industrial marketing: a qualitative content analysis, a semi-structured interview study, and a minor case study. The results of this study can improve the understanding of green industrial marketing, both as a practice and theoretical area by describing the strategies, including strategies intended to build trust, that are practiced in markets. A typology of eight identified green industrial trust strategies have been developed. The study also contributes to discussion on the differences between industrial marketing and consumer marketing by clarifying the boundaries of green industrial marketing in relation to green consumer marketing. Among other things, the results of this study show that there is a greater relational focus in green industrial marketing compared to what exists in green consumer marketing. This study also contributes to a merger between the fields of green industrial marketing and green supply chain management by showing how green industrial marketing can contribute to improved collaboration within green supply chains in four ways. The first way is to convey different types of environmental information and green market positions, the second is to improve the integration and coordination of green supply chains, the third is to facilitate supplier evaluations, and the fourth is to build trust. / Växande miljöproblem har lett till ökad press på företag att förbättra sitt miljöarbete. Det innebär att även leverantörskedjor måste bli mer miljövänligt. Forskning har föreslagit marknadsföring som ett verktyg att tackla dessa utmaningar med, men har ännu inte fördjupat sig i hur man använder marknadsföringen för att ta itu med problemen. Fokus för denna avhandling är därför att utforska och klargöra möjligheterna att använda så kallad grön industriell marknadsföring som ett verktyg för att möta dessa nya utmaningar i leverantörskedjan. Det övergripande syftet med avhandlingen att utforska och främja förståelsen av grön industriell marknadsföring. Ett underliggande syfte att sammanföra forskning om grön marknadsföring och gröna leveranskedjor. Det finns också ett mål att bidra till företags kunskap om området och på så sätt inspirera till förbättringar av deras verksamheter. Dessa syften uppnås genom att svara på två forskningsfrågor. Den första forskningsfrågan handlar om praktiken av grön industriell marknadsföring och hur den har utvecklats över tid. Den andra forskningsfrågan kretsar kring vilka strategier, med tonvikt på tillit, som kan identifieras i företag som arbetar med grön industriell marknadsföring och hur dessa strategier kan förbättra grönt samarbete i leverantörskedjan. Resultaten från den här studien kan förbättra förståelsen av grön industriell marknadsföring, både som praktik och teoretiskt område, genom att beskriva de strategier, inklusive strategier avsedda att bygga tillit, som praktiseras på marknader. En typologi med åtta identifierade gröna industriella tillitsstrategier har utvecklats baserad på tidigare litteratur och företagens praktik. Studien bidrar också till diskussion om skillnaderna mellan industriell marknadsföring och konsumentmarknadsföring. Resultaten visar bland annat att det finns ett större relationellt fokus inom grön industriell marknadsföring jämfört med vad som finns inom grön konsumentmarknadsföring.