Nos últimos anos, tem ganhado importância o debate sobre a preservação ambiental. Para responder às crescentes demandas do governo, traduzidas em uma legislação cada vez mais rigorosa, e dos consumidores, expressas em suas preferências no momento de compra, as empresas vêem-se obrigadas a observar cuidadosamente seu desempenho ambiental. Às vezes, contudo, temem-se eventuais incompatibilidades entre ações corporativas orientadas ecologicamente e aquelas direcionadas economicamente. Esta dissertação concentra suas atenções em embalagens, por serem estas identificadas, muitas vezes, com problemas ambientais, especialmente aqueles relacionados com a questão do lixo urbano. Partindo da análise de três casos da indústria cervejeira no Brasil, procurou-se identificar como – e se – a dimensão “verde” tem afetado as decisões sobre embalagem nas empresas de bens de consumo. Recorrendo à bibliografia produzida na área de marketing “verde”, comportamento “verde” do consumidor e desenvolvimento sustentável, este trabalho mostra que ações “ambientalmente corretas” não são necessariamente incompatíveis com o bom desempenho econômico das empresas. Mais que isso, evidencia que o uso de ferramentas como a contabilidade ambiental, a análise de ciclo de vida e a logística reversa podem auxiliar na obtenção de vantagem competitiva. / In recent years, the debate about environmental preservation has gained importance. In order to respond to growing demands from the government, in the form of an ever more stringent legislation, and from the consumers, expressed by their preferences in buying situations, companies see themselves forced to watch carefully their environmental performance. Sometimes, though, it is feared that there are trade-offs between environmentally and economically oriented corporate actions. This dissertation puts packaging in the spotlight, because packages are, very often, closely identified with environmental problems, especially those related to urban waste issues. From the analysis of three cases in the Brazilian beer industry, it is sought here to identify how – and if – the “green” dimension has affected packaging decisions in consumer goods industries. Referring to bibliography on “green” marketing, “green” consumer behaviour, and sustained development, this research shows that “environmental correctness” and good economic performance are not necessarily antagonistic goals. More than that, it shows that the use of tools such as environmental accountability, life cycle assessment, and reverse logistics can help companies to obtain competitive advantage.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-15T18:01:26Z No. of bitstreams: 1 Versão Final FGV- Rachel_22_12.pdf: 1605373 bytes, checksum: ed26150d41394c4d92a7806a8c5e85e7 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-15T18:02:18Z (GMT) No. of bitstreams: 1 Versão Final FGV- Rachel_22_12.pdf: 1605373 bytes, checksum: ed26150d41394c4d92a7806a8c5e85e7 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-15T18:02:38Z (GMT) No. of bitstreams: 1 Versão Final FGV- Rachel_22_12.pdf: 1605373 bytes, checksum: ed26150d41394c4d92a7806a8c5e85e7 (MD5) / Made available in DSpace on 2013-10-15T18:02:52Z (GMT). No. of bitstreams: 1 Versão Final FGV- Rachel_22_12.pdf: 1605373 bytes, checksum: ed26150d41394c4d92a7806a8c5e85e7 (MD5) Previous issue date: 2009 / Esta dissertação tem por objetivo investigar as atitudes dos consumidores em relação ao anúncio, à marca e à intenção de compra de um produto com potencial para causar alto envolvimento no consumidor que utiliza um 'argumento ecológico' para se posicionar. O estudo foi realizado por meio de um experimento que utilizou um projeto fatorial 3x2 – três 'argumentos' publicitários e dois níveis de cor. A amostra foi composta por 286 alunos do curso de Administração de uma universidade particular de Curitiba-PR. Como base teórica foram utilizados principalmente a teoria das pistas (OLSON; JACOBI, 1972) e o Modelo de Probabilidade de Persuasão - MPE (PETTY; CACIOPPO, 1986). As hipóteses (H1, H2, H3) previam que os sujeitos que foram expostos ao 'argumento ecológico' demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos que foram expostos a um argumento 'genérico'. Da mesma forma, outro grupo de hipóteses (H4, H5, H6) previa que os sujeitos expostos a pista extrínseca – 'argumento ecológico' demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos expostos à pista intrínseca 'argumento acessórios'. Os resultados apontaram que os sujeitos expostos ao 'argumento ecológico' foram sensibilizados e demonstraram atitudes mais favoráveis em relação ao anúncio e à intenção de compra. No entanto, mostraram-se indiferentes em relação à marca. Também foram encontradas atitudes diferentes em relação ao anúncio e à intenção de compra dependendo do grau de envolvimento do consumidor com o produto e o seu nível de consciência ecológica. Os resultados sugerem que a utilização de 'argumentos ecológicos' como apelo persuasivo para divulgar produtos de alto envolvimento contribui para avaliação positiva do anúncio, mas não parecem agregar de forma significativa para imagem da marca, especialmente junto ao seu público alvo. / This research had as its objective to investigate the consumer attitudes in relation to advertisement, brand, and buying intention of a product with the potential to cause a high level of involvement in the consumer who utilizes an 'ecological argument' to take position. The study was realized by means of an experiment which used a factorial project 3X2 - three arguments and two levels of colors. Sample was composed by 286 pupils of the administration course of a private university in Curitiba-PR. Cues' Theory (OLSON; JACOBY, 1972) and the Model of Probability of Persuasion - MPE (PETTY; CACIOPPO, 1986) was used as support. The hypothesis (H1, H2, H3) predicted that the subjects who were exposed to the extrinsic cue – 'ecological argument' – would demonstrate more favorable attitudes in relation to the advertisement, brand and buying intention than the subjects exposed to a 'generic argument'. In the same way, the other hypothesis group (H4, H5, H6) predicts that the subjects exposed to the extrinsic cue 'ecological argument' showed more favorable attitudes to the advertisement, brand, and buying intention than the subjects exposed to the intrinsic cue 'accessory argument'. The results show that the subjects exposed to the 'ecological argument' were influenced and showed more favorable attitudes in relation to the advertisement and buying intention. However they showed indifference in relation to the brand. Different attitudes were also found in relation to the advertisement and buying intention which depended on the level of consumer involvement with the product and their level of ecological conscience. The results suggest that the use of 'ecological arguments' such as persuasive appeal to promote high involvement products contributed to the positive evaluation of the advertisement, but did not appear to add in any significant way to the image of the brand, especially within its target market.

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Handel via internet har vuxit i rekordfart vilket har lett till fler hemleveranser och därmed fler transporter. Samtidigt ökar behovet av att minska konsumtionens klimatpåverkan. Symboler har varit ett frekvent använt verktyg för att förmedla produkters miljöpåverkan. Hur konsumenter anser att transportens miljöpåverkan sak kommuniceras är ännu ett outforskat område. Syftet med studien är att undersöka hur e-handelskonsumenter anser att kommunikation av miljövänligare transport bör utformas för att det miljövänligare alternativet ska framstå som mer attraktivt. Vidare vill vi undersöka om det finns skillnader och likheter i frågan mellan konsumenter med olika karaktärsdrag och i sådana fall vilka skillnader och likheter. Denna kvantitativa studie antar en deduktiv ansats där undersökningen utformas med tidigare forskning som bakgrund. En tvärsnittsdesign ligger till grund för det empiriska materialet och urvalet är e-handelskonsumenter av dagligvaror. Studiens resultat visar att enligt konsumenterna ska kommunikationen av miljövänligare transport bestå av formatet symbol och informationen ska ta hänsyn till att de motiveras mest av att göra gott för omvärlden och miljön, att ta eget ansvar samt att förstå konsekvenserna av sina val. Det största hindret enligt konsumenterna är pris. Vidare upptäcktes vissa samband mellan konsumenternas karaktärsdrag och vilken kommunikation de anser gör den miljövänligare transporten mer attraktiv. / Introduction Online shopping has grown rapidly which has led to an increased home delivery transportation. At the same time, the importance of decreasing the climate impact from consumption is a fact. Symbols have been a popular tool to communicate the environmental impact of products. The consumers’ opinions regarding how the communication of environmentally friendly transports should be made, is still an unexplored area. Purpose The purpose of the study is to investigate how e-commerce consumers consider that communication of environmentally friendly transportation should be designed to make that option more attractive. Furthermore, we want to investigate whether there may be differences and similarities between consumers with different characteristics and, in such cases, which those are. Method This quantitative study has a deductive approach and the survey was designed upon a foundation of previous research. The empirical material consists of a survey where the selection was ecommerce consumers of groceries. Conclusion This study’s results show that, according to the consumers, communication of environmentally friendly transportation should consist of the format symbol and the information should consider that they are mostly motivated by doing good for their surrounding world, acting responsibly and understanding the consequences of their action. The largest obstacle for the consumers is the price. Furthermore, some relationships were identified between consumer characteristics and what type of communication they consider makes more environmentally friendly transport attractive.

Abstract  Bachelor´s thesis, Enterprising and Business Development, Linnaeus University School of Business and Economics, 2EB01E, VT 2017  Authors: Malin Borg and Emma Hattenhauer Tutor: Dan Halvarsson  Title: ”Is doing good ever good enough?” - a study of Swedish consumers’ perception and attitude towards companies using green marketing. Background: More now than ever are people interested in how they themselves affect the environment and how the companies work green. By implementing a “green marketing” strategy, companies use their environmental work as a marketing tool with different agendas. Some authors claim that this strategy is used in order to find new markets and new consumers while some say that it is a way for companies to encourage further green work to their market shares. Not all green work is however shown to the public, in some cases it is done in the dark in order to lower the external pressure of possible scrutiny, a strategy also called lean or muted greening. Theory explains that in contrast to this muted strategy consumers perceive transparency within a company and its green work highly important, as well as how a green marketing campaign is presented with words and terminology. It is of great important to consider what the consumers demand from a company in order for them to fully succeed with their green marketing campaign and build trust between the company and the consumer.  Purpose: The purpose of this study is to create understanding of Swedish consumers’ perception and attitude towards companies that are using a green marketing strategy. Method: This study uses a deductive approach with a qualitative nature, where words and explanations are of interest and is carried out through eight individual semi-structured interviews with respondents all living in Sweden found through a convenience sampling method. With a used hermeneutic approach the respondents subjective opinions has lead the research in the direction it has taken and further pre-understandings has been created. Conclusion: Through this study it has been found that the main-key to a successful green marketing campaign among Swedish consumers is trust. Without trust towards a company Swedish consumers explain themselves as not believing in green marketing done by a company. Social media is a communication channel that, among Swedish consumers is not perceived credible and should therefore not be used when doing a green marketing campaign. The concept of lean or muted greening is something that 6/8 respondents considered positive while 2/8 felt the opposite, however all considered transparency as a highly important factor in order to not miss trust a company and believing that, if something is hard to find maybe it is not done as presented. Language and terminology are two closely related and much important aspects that need to be clear and easily understood, however not excluding important aspects but rather give further explanations about concepts that might be considered complicated.

Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.

Syftet med denna kvalitativa rapport är att undersöka konsumenters förståelse, trovärdighet och attityd gentemot modeföretags gröna marknadsföring på Instagram. Utifrån det har vi förhoppningar om att våra resultat skall kunna bidra med insikter och kunskap om hur modeföretag kan legitimera sig på Instagram för att öka sin tillförlitlighet från ett konsumentperspektiv. Rapportens empiriska material samlades in genom semi-strukturerade intervjuer. Respondenterna delades in i två kategorier: respondenter med textil kännedom samt respondenter utan textil kännedom. Indelningarna gjordes av anledning att erhålla åsikter och tankar från två olika perspektiv. Sammanlagt utfördes 16 intervjuer som gav oss nödvändig data för vidare analys. Datan analyserades utifrån en analysmodell som utgick från vårt teoretiska ramverk. De aktuella modeföretagen i rapporten var slow fashion företaget FilippaK och fast fashion företaget Gina Tricot. Resultaten från rapporten påvisar att respondenternas trovärdighet samt attityd gentemot modeföretag stärks om den gröna marknadsföringen är tydlig och lättförståelig. Håller den gröna marknadsföringen en allmän grundnivå indikerar det på att fler individer förstår innebörden och inte endast de med bakgrundskunskap inom textil- och modeindustrin. Modeföretag bör således ta i beaktning hur det gröna språket i marknadsföringen kan bli mer tydligt och lättförståeligt för att öka trovärdigheten samt attityden från konsumenter. / The purpose of this qualitative report is to examine consumers' understanding, credibility and attitude towards fashion companies green marketing on Instagram. Based on this, we hope that our results will contribute with insights and knowledge about how fashion companies can legitimize themselves on Instagram to increase their reliability from a consumer perspective. The empirical material of the report was collected through semi-structured interviews. The respondents were divided into two categories: respondents with textile knowledge and respondents without textile knowledge. The divisions were made in order to obtain opinions and thoughts from two different perspectives. A total of 16 interviews were conducted which gave us the necessary data for further analysis. The data were analyzed from an analysis model based on our theoretical framework. The current fashion companies in the report were the slow fashion company Filippa K and the fast fashion company Gina Tricot. The results from the report show that the respondents credibility and attitude towards the companies is strengthened if the green marketing is clear and easy to understand. If green marketing maintains a general basic level, it indicates that more individuals understand the meaning and not only those with background knowledge in the textile and fashion industry. Fashion companies should therefore take into account how the green language in marketing can become clearer and easier to understand in order to increase the credibility and attitude of consumers.

Syftet med den här studien är att undersöka kvinnliga modeintresserade konsumenters medvetenhet kring greenwashing i relation till miljömärkningar inom klädindustrin. Vidare syftar studien till att undersöka hur kvinnliga modeintresserade konsumenter uppfattar ett plaggs hållbarhet utifrån miljömärkningar inom klädindustrin. För att besvara studiens syfte har en kvalitativ metod använts där insamling av empiriskt material genomfördes med hjälp av semistrukturerade intervjuer. Baserat på ett antal kriterier valdes tio modeintresserade kvinnor ut till att delta i intervjuerna som genomfördes via Zoom. Studiens resultat påvisar bristande kunskap om begreppet greenwashing vilket tyder på att respondenterna därmed inte är medvetna om greenwashing i relation till miljömärkningar inom klädindustrin. Vidare resulterade studien även i att kvinnliga modeintresserade konsumenter till stor del uppfattar plagg märkta med miljömärkningar som hållbara. Däremot varierar konsumenternas uppfattning om pålitligheten av de olika märkningarna. Vår studie visar att ungefär lika stor andel respondenter uppfattar plagg märkta med certifierade miljömärkningar, såväl som icke-certifierade miljömärkningar, som mer pålitliga. Oavsett märkningens upplevda pålitlighet uppfattade alla respondenter, trots detta, att märkningen bidrog med en känsla av hållbarhet. / The purpose of this study is to examine the awareness of greenwashing in relation toenvironmental labels in the clothing industry, among female fashion-interested consumers.Furthermore, the study aims to investigate how female fashion-interested consumers perceivethe environmental sustainability of a garment based on environmental labels in the clothingindustry. To answer the purpose of this study, a qualitative method was used where thecollection of empirical data was carried out by semi-structured interviews. Based on anumber of criteria, ten fashion-interested women were chosen to participate in interviewsconducted via Zoom.The result of the study demonstrates a lack of knowledge regarding the term greenwashing,which indicates that the respondents also lack awareness of greenwashing in relation toenvironmental labels within the clothing industry. Furthermore, the study demonstrates thatfashion-interested consumers perceive environmental labelled clothing as sustainable.However, the perception of reliability of the various labels varies among the respondents. Ourresult indicates that about half of our respondents perceive environmental labels certified bythird parties as the most trustworthy. Whereas the other half of the respondents perceivenon-certified environmental labels as more reliable. Irrespective of the perceived reliability ofthe environmental label, all respondents agreed that the environmental label in some waycontributed to a feeling of sustainability. This thesis is written in Swedish.

The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value ​​for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value ​​for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value ​​should be combined with other more basic values ​​that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value ​​can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value ​​and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.

Growing number of SME restaurant and unsustainable food consumption creates a paradoxicaltension in the society from “Environmental sustainability” perspective. This paradoxicaltension requires every organizations to reduce their ecological footprint through minimizingits environmental effects. In Sweden, KRAV, a non-profit organization that sets organicagriculture standards, oversees certification for a variety of industry members, includingrestaurants. Previous research has focused on only CSR issues and only large multinationalfood chains rather than SMEs. While SME restaurants are less powerful on their own but theircollective impact on the environment and society is tremendous. Guided by qualitative data inthe form of semi-structured interviews were collected from SME sushi restaurant owners inUmea, Sweden. Firstly author has identified the motives of owners toward “environmentalsustainability” such as packaging, waste management, procurement, and environmentalcertification. Environmental certification has further classified into two motives one is basedon morality and another one is based on profitability & morality. Secondly, author furtherdiscussed the environmental certification that is based on both morality & profitability into twodimension such as “profitability” & “Legitimacy”. Thirdly, author represent the role of greenmarketing to achieve these two dimensions along with its benefits and challenges. Benefits andchallenges were discussed based on both “environmental certification (KRAV) and “Greenmarketing” perspective. Benefits such as “New customer segment”, “Brand loyalty”,“Competitive advantage” and “higher profitability” in the long run have been identified.Moreover, “Lack of awareness”, “attitude- behavior gap”, “inadequate use of technology”,“costly”, “SME restaurant type”, “unavailability”, “strict rules and restriction” and“insufficient financial investment” have been found as a major barriers or challenges to achieveKRAV certificate (environmental certification) and overall “Environmental sustainability”.With the help of a comprehensive literature review, the motivations and challenges of theseparticipants were identified and explored using a conceptual framework based on“Environmental sustainability” and “Green marketing”.