The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.

In this study we have examined young consumers thoughts and opinions regarding how green marketing is used in the fast fashion industry. Previous studies in the topics of fast fashion shows that the concept is increasing at the same time as the demand for sustainable products are greater than ever before. Companies uses green marketing in order to meet the demand for sustainable products, but green marketing is often used in a wrong way and products are marketed as more green than they are. We wanted to see consumers understanding of green marketing campaigns from fast fashion companies and how they perceive "green" in messages. Also thoughts and opinions about sustainability strategies and green products have been discussed in order to meet our purpose to see how young consumers perceive green marketing in the fast fashion context? Our study is based on a qualitative research and two focus groups were used for the collecting of empirical data. A previous field study about consumers responsibility toward fast fashion has additionally has been used as both inspiration to the chosen topic and the results has been used for problem discussion and in the discussion chapter in this study. The theoretical framework contains of the parts fast fashion, consumer behaviour, sustainability, green marketing and green campaigns. All parts are chosen to its relevance to the issue and are discussed from a fashion perspective. Results from our study shows that young consumers in age of 20 to 30 years old don't perceive green marketing. The connection between fast fashion and green marketing is unclear and consumers don't relate fast fashion with sustainability. Young consumers low knowledge about green marketing and sustainability in the fast fashion context is a reason why they don't care about the environment when buying clothes. Our study further shows that consumers associates sustainable collections with limited assortments, unattractive and expensive products and therefore prefer other products. Finally this study shows that consumers want green marketing to communicate a clearer message to understand the advantages of buying green. / Program: Master Programme in Fashion Management

We were accepted to the field study Dignity and therefore chose to write our thesis in connection with it. Our subject is the oasis of Siwa in Egypt. The society has long been isolated, and therefore, the city has been able to preserve their handicraft methods and values. We chose to study the Ecological and Handicraft Development Center, which is a newly opened center for craft production. We wanted to see how the centre could use storytelling as a marketing strategy. Our main problem is: How can Ecological and Handicraft Development Center use storytelling to promote their handicraft products? The investigation will explore the concept of storytelling related to branding. It will make proposals on an appropriate approach for Ecological and Handicraft Development Center. The market for organic products is also highlighted in the study. To highlight the difficulties, two companies will act as examples. We chose to look at our thesis from a hermeneutic approach because the aim is not to obtain an absolute truth, but to ensure the empirical data from different perspectives and thus get a deeper understanding. The empirical data will mainly consist of soft data and we want to understand the chosen area, therefore we will conduct a qualitative study. The purpose is normative, because the result will consist of proposals for the centre. The focus on our theories is storytelling. Storytelling is a relatively new concept in marketing. Corporate storytelling is defined as storytelling in organizations or businesses, in both internal and external context. The company analyzes its own identity in order to find core values and build the story around them. There are various criteria narrators should be taken into account when a story is built. Each story must have a message, a conflict, characters and plot. It should be short and not too informative since the reader needs space to create his/her own image and thus be a part of the story. Storytelling is according to several theorists a useful tool for branding. Green marketing is the process of selling products or services through the use of their environmental benefits in marketing. Customers today are skeptical concerning green marketing. This is because companies in the 1990s, claimed that they were selling organic products when they did not. However, a new customer has risen through the ongoing environmental and ethical debate. The customers have an ecologically conscience and buy products based on these values. Fair trade is an area in the green marketing, where companies can be certified. It requires that the organization follow predetermined guidelines. Through the research we found that the Ecological and Handicraft Development Center’s core values is their desire to preserve handicraft traditions in Siwa and help the society. The company should use a true story because with a fictitious one it will probably harm the company more. With the continuing debate about ethics and problems in society it is likely that consumers will be upset if the truth is discovered. The company can use either a community story or a story about the founding of the company as a storytelling. Ecological and Handicraft Development Center is a newly established small company, hence should seize the opportunity to use digital storytelling. This method does not require vast resources. It is easy to spread and can be displayed on web sites, conferences, trade fairs or in mobile phones. / Program: Textilekonomutbildningen

<p><p><strong>Research Questions:</strong> Environmental consideration has influenced managerial decisions and has required from firms to develop an organizational culture that focus on the environmental issues. Despite the importance of adopting a business philosophy that take into account the ecological concerns few studies have examined the relationship between market orientation and environmental practices. This thesis contributes to fill this gap by addressing the following questions: 1) Does the introduction of the environmental facilities help firms towards green innovation? 2) Is Green marketing strategy of firms positively associated with the augment in performance? 3) Does green marketing communication affect positively corporate image?</p><p><strong>Research Objectives:</strong> My aim is to investigate if firms´ green strategy can encourage innovation; enhance corporate reputation and increase overall performance.</p><p><strong>Research approach and methodology:</strong> The assesment of companies green initiatives and the effects on their performance have been achieved through the content of annual and sustainability reports as well as interviews with business managers.</p><p><strong>Findings:</strong> The investigation indicates that when implementing an effective green strategy firms will improve their managerial and organizational performance and such improvements can contribute positively to their financial outcome. The better use of the resources via the introduction of the environmental facilities by firms indeed can help them towards green innovation. Add to that, communicating environmental practices also seems to be an important tool to enhance brand reputation. Thus this study agrees with some authors who affirm that integrating environmental issues into business activities firms´ can increase efficiency and competitiveness while reducing environmental impact.</p><p><strong>Concluding remarks:</strong> The core lesson learned from this scientic work is that the response of the firms in prioritizing the implementation of eco-friendly practices is linked with their perception of current environmental trends. The most firms reinvent themselves by adopting more reuse, recycle, reduce, re-design, green training, green marketing, etc more eco-oriented they seems to be.</p></p>

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Sustainable consumption has become a crucial factor to consider for both consumers and manufacturing firms. Green marketing practices, or marketing activities aimed at decreasing the impact on the environment, have been incorporated into many business plans to combat old habits of wastefulness and pollution. One very popular method that has come to prominence over the recent years is eco-labeling of products and services. Eco-labels are logos that represent that a product or service has met standardized criteria set by a certifying organization and that it is deemed a sustainable option in its product category. The focus of this study will center-on well-known and established eco-labels in the Swedish market, namely the Swan, Bra Miljöval, KRAV, EU-Ecolabel and the Marine Stewardship Council eco-labels. Eco-labels are tools for communication which can be used to facilitate the practice of sustainable consumption. However, there are many factors that influence the consumer’s ability to understand the message of the eco-label which in turn can affect their capacity to adopt the sustainable behavior. The purpose of this study is to determine if Swedish consumers understand the eco-label’s message and if this message affects their green purchasing. These results were related to message quality as defined by the International Standards Organization 14063 standard for environmental communication (2004 cited in Strömdahl, 2005, p. 15; Von Ahn &amp; Wikström, 2005, p. 33-34) and other notable factors found from a literature review. The following research questions were answered: • Do consumers understand the message of an eco-label?      o What are the factors related to understanding the eco-label? • Do awareness and understanding affect purchase behavior of and eco-label?      o What are the factors related to the purchase of eco-labeled products? A quantitative approach has been used in this research project and a survey has been administered at supermarkets in the Umeå area. To confirm the message of the eco-labels, a semi-structured interview was conducted with the issuing organizations prior to designing the questionnaire. A total of 152 responses were collected from the survey and analyzed with frequency distributions, independent sample t-tests and contingency tables where a significance level of chi-square of .05 or lower was required. The results of the study indicate that customer understanding and purchase behavior varied by each eco-label. Message quality can have a significant impact on understanding of the eco-label. Also, other personal factors were related to understanding and purchase behavior with nationality giving evidence of the strongest relationship.

The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.

The purpose with this research is to examine how the green marketing in retail trade can be developed in order to promote the eco-labeled products closer to the consumer. The method for the survey includes interviews with managers of a few retailers and their customers in the industrial sector. The purpose with the interviews was to produce the retailer and the customer’s perspective of products with eco-label on. The research is limited to the region of Västra Götaland. The results from this research indicate that there is a lack of communication between the retailer and the consumer. The consumers don’t think that the product is available. And the retailer thinks that there is not any demand of the product. Further the examination presents that the eco-labeled products is about 30% more expensive than a conventional product, which mean that it does not generate much profit to the retailer.

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The whole environment - The climate of the earth. Because of the technology innovation causes the problem on ecological environmental protection. The implementation of the agreement of Kyoto, Already alert environmental protection of people on the global village. The organic industry is to safeguard the ecology, environmental protection and industry good for health. This thesis does the discussion to the development overview of the industry, carrying on consumers will do the market survey to the cognition of the organic products, purchase motive and buying the consideration, etc., probe into the organic marketing strategy in the supermarket of food. This thesis is consumed by two group (buyer and unbuyer) is investigated and analysed, in accordance with the demographic parameter, motive of buying, buy the parameter of considering, carry on comparative analysis, and the characteristic that the supermarket thorough fare is bought does analysis, to probe into the organic food on the thorough fare in the supermarket, feasible marketing strategy, this research from the product category to the organic industry, maker, supplyer the production and marketing system arriving and is worthy of selling to investigate , understand the marketing overview of organic industry's supplier , distributor in depth. Two consuming groups investigated by this research, the difference had in accordance with the demographic parameter is compared, in the characteristic to the organic consuming groups, the education degree is relatively high, there is more age by 41~50 and 51~60, the sex is mostly women, the professional housewife is in the majority, secondly government employees and teachers, income medium-sized income, buy the motive and rely mainly on the fact that there is no agriculture chemical, pollution-free and will not be endangered oneself and family's body, two colony that buy all with authentication most important government, to of fine qualities to afford to buy. As to the thing that production ground, the seller's trust will facilitate the trade, not the buyer will relatively consider whether the cost-effective and price are rational. The system of producing and selling of the organic industry, different from the general industry, the persons who engage in at present rely mainly on popularizing the idea more, For example ecological environmental protection to make the clever equilibrium of people's body and mind, healthy, also some are that Buddhism group make for good fortune, joining and popularizing in will engineering way, it is an invisible maturity sense to pursue, the persons who engage in at present have a good prospect to the future development of the industry generally because people can contact the organic products , go to experience one's own impression actually, nonpoisonous and light all over, and then promote the quality of life.