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Yes / Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and environmental locus of control (ELOC) on their WTP for green products. The study sample consisted of 256 Indian consumers which were recruited with the help of convenience sampling. A structured questionnaire was administered with scales that were well established and that have been used in previous research. Data were analysed with the help of CFA and structural equation modelling to test the relationship of ELOC and PEB anon WTP. Second, clustering respondents according to their PEB and ELOC has been done to find its differential effect on WTP with the help of multivariate analysis of variance (MANOVA). Findings of the study highlight that WTP for green products is significantly predicted by two variables which are in following order: PEB and ELOC. Results of cluster analysis and MANOVA revealed that WTP differ significantly with the level of intensity of ELOC and PEB among Indian consumers. It advances the body of knowledge centred on the interplay of the PEB and ELOC to WTP for green products. Additional work is clearly required to consider the wide range of potentially relevant variables like brand image, prices, advertisements and product quality that ensures the generalizability of findings. The hypothesis framed, tested and inferences made can form a basis of extremely valued toolkit for those green marketers who take caution when planning their marketing and communications strategies to stimulate the WTP by conveying a reason and motivation to act environmentally. In this study, an understanding of WTP for green products is developed. The much required knowledge gap in terms of interplay of ELOC and PEB on WTP has been filled with the help of the present study. It has been identified that those consumer groups who displays higher PEB and ELOC forms the primary target audience for green product marketer.

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.

D. Tech. (Marketing, Department of Marketing and Sport Management, Faculty of Management Sciences) Vaal University of Technology / The concept of green marketing has gained prominence in academia in recent years with concomitant implications for marketing strategy. The considerable attention accorded to green marketing is accentuated by concerns about global climate change and its threat to the sustainability of livelihoods. As the debate on green marketing continues to unfold, there are important issues yet to be addressed, one of which relates to the antecedents of green consumer buyer behaviour and selection attributes of green products. In view of the growing importance of green consumer buyer behaviour in contemporary markets, the purpose of the present study was to examine empirically the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers. The Generation Y cohort was considered as the ideal target population for the present study owing to its size, bespeaking a profitable market segment with the potential to provide a “snap-shot” of future pro-environmental behavioural intentions. The theories of Reasoned Action and Consumption Values provided the theoretical lens through which to examine and delineate the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers in the context of a developing country such as South Africa. The present study adopted a sequential mixed-methods methodology that commenced with a qualitative study and was followed by a quantitative study. For the qualitative study, data were collected from a purposively selected Generation Y student sample comprising sixteen participants. The principle of technical saturation was employed to ascertain the adequacy of the sample size. The credibility and trustworthiness of the qualitative study were achieved through pretesting of the interview guide, bracketing, prolonged ngagement with participants, member checks, peer de-briefing, an audit trail of the interviewing process and researcher reflexivity. The analysis of the qualitative data was conducted through the use of content and thematic analyses. The qualitative study identified environmental attitude, environmental concern, social influence, environmental responsibility, government influence, selection attributes and green purchase intention as the main determinants of green purchase behaviour. The qualitative study also revealed that the demand for green products is thwarted by marketing-related barriers such as high prices, misleading green marketing messages and unavailability of products. In line with the methodology of the study, the determinants of green purchase behaviour that emerged from the qualitative study were further examined through a quantitative study. The data for the quantitative study were generated from a conveniently selected Generation Y student sample of 386 respondents, using a structured selfadministered questionnaire. The historical evidence method and the pre-conditions of multivariate data analysis (confirmatory factor analysis) guided the determination of the sample size for the quantitative study. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, reliability and validity analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Prior to questionnaire administration, a pilot study was conducted to improve the accuracy of the survey instrument. The collected quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. The preliminary data analysis involved the process of coding and checking the distribution of scores. The results of the normality test revealed that the data were not normally distributed. Thus, non-parametric statistics were employed for correlation analysis and for testing gender difference in green consumer buyer behaviour. The Mann-Whitney U Test and the Kruskal-Wallis Test revealed that Generation Y female consumers are more apt to engage in pro-environmental behaviours than their male counterpartsIn order to verify the reliability of the measurement items, Cronbach’s alpha coefficient, the item-to-total values and composite reliability were computed. In addition, the validity of the survey instrument was enhanced through content, convergent, discriminant and predictive validities. The reliability and validity measures employed in the present study attested that the survey instrument utilised in the quantitative study was both reliable and valid. The results of correlation analysis indicated that environmental concern, environmental attitude, environmental responsibility, government influence, social influence and selection attributes have a positive association with green purchase intention. The correlation analysis also revealed a weak association between green purchase intention and actual purchase behaviour. Prior to testing the hypothesised relationships, the fitness of the measurement and structural models was assessed. The model fit indices that included the chi-square value over degree of freedom ( 2/df), Goodness-of-Fit Index (GFI), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Incremental Fit Index (IFI) andTucker-Lewis Index (TLI) yielded satisfactory results that are consistent with acceptable thresholds, demonstrating that the measurement and structural model fitted well with the data. The posited relationships were tested using structural equation modelling. The hypotheses testing results revealed that green purchase intention was significantly and positively influenced by environmental attitude, environmental concern, social influence, environmental responsibility and selection attributes, but not by government influence. The results also showed that the relationship between green purchase intention and actual purchase behaviour was moderated by selection attributes. The findings of the study imply that marketers need to formulate and implement green marketing strategies that enhance environmental attitudes and concerns, initiate programmes that foster environmental responsibility, understand the selection attributes of Generation Y consumers and utilise social networks to stimulate pro-environmental behaviours. The results also suggest that the South African government needs to re-invigorate its environmental initiatives to foster green purchase intention and the purchase of green products. Finally, the study also provided evidence that suggests an insignificant relationship between green purchase intention and actual purchase behaviour. This result suggests an urgent need by marketers to understand the underlying factors causing the gap between green purchase intention and actual purchase behaviour. To effectively promote green consumer buyer behaviour, marketers need to understand the determinants of green purchase intention and craft effective strategies to translate green purchase intentions into actual purchasing behaviour. The findings of the present study provide avenues for further study in a discipline that is increasingly gaining theoretical and practical prominence. Future research efforts should consider the use of an integrated research model that encompasses more variables, utilising a broader sample frame and employing a longitudinal study in order to enhance the generalisability of the research findings. Overall, the study offers valuable insights for stimulating green purchase behaviour among the potentially profitable Generation Y cohort and equips marketers with green marketing strategies to position green products competitively in the marketplace.

Le connessioni euristiche tra green marketing e riflessione pedagogica implicano buone pratiche educativo ambientali, nella prospettiva dello sviluppo umano integrale. Pensare l’educabilità della persona e la formazione delle risorse umane, di là da interpretazioni legate al sensazionalismo mediatico e al profitto a breve termine, significa approfondire stili di vita, responsabilità sociale, consumo critico e green marketing. L'attenzione al mercato non si configura come mero requisito per accrescere la produttività, ma risulta fondamentale, in termini relazionali, per costruire una società equa, solidale, sostenibile e aperta. La ricerca intende indagare il potenziale valore educativo del mercato, in quanto espressione di libertà e regolazione dei rapporti socioeconomici. / Heuristic connections between green marketing procedures and pedagogical reflection imply good educational practices, in view of a full human development. Thinking today about the educability of the person and about the training of human resources, beyond interpretations related to media sensationalism and short-term profit, means deepen lifestyles, social responsibility, critical consumption and green marketing. Attention to the market is not seen as a mere requirement able to increase productivity, but it is essential, in relational terms, to build an open, sustainable and equitable society. The aim of this dissertation is to investigate the potential educational value of the market, as well as freedom of expression and regulation of socio-economic relationships.

The widely accepted concept of sustainability affects people, governments and enterprises in different ways and requires the incorporation of new strategies. This dissertation aims to investigate the Green Marketing strategies adopted by Brazilian companies listed in the Business Sustainability Index of the São Paulo Stock Exchange (BOVESPA) and what is its influence on their competitive strategy. A qualitative approach was chosen, using multiple case study. As the unit of analysis five Brazilian companies were selected (pulp and paper, chemical, steel, banking and finishing products for construction) from the Business Sustainability Index of BOVESPA this year. Data collection took place in São Paulo and Porto Alegre, from July to August 2010, through semi-structured interviews conducted in loco with corporate managers. Other sources used were direct observation, documents and publications, and physical artifacts. Regarding the reasons that lead companies to adopt the Green Marketing, CSR is seen as the main reason. It was observed that the main change agents are the companies themselves and not the Brazilian consumers, who still demand for few green products. Analyzing the studied companies as industrial consumers, they play an important role in its production chain, requiring its suppliers to deliver green supplies, materials and services. Green gauge segmentation is difficult to implement as a strategy in Brazil. The findings indicate the practice of the following Green Marketing strategies: Lean Green, Shaded Green and Extreme Green (GINSBERG and BLOOM, 2004), Eco-efficiency, Beyond Compliance Leadership, Eco-branding and Environmental Cost Leadership (ORSATO, 2006); Green attributes and non-green attributes (OTTMAN, STTAFORD and HARTMAN, 2006), Green brand positioning by functional attributes and Green brand positioning by emotional benefits (HARTMANN, APAOLAZA IBAÑEZ and FORCADA-SAINZ, 2005) and Green Strategy (GRANT, 2007). Regarding the influence of Green Marketing in the competitive strategy, the results indicate that all companies adopt the Systemic Strategy (WHITTINGTON, 2002), and the Strategic Approach to Environmental Management (BARBIERI, 2007). The results also indicates that companies consider the sustainability in their mission and in their view, develop lines of green products and services or make green current products and services, adopting or not green brands; lead changes in its production process that result in environmental gains and cost reduction, and tend not to practice the premium price. The changes made by companies have a strategic character, not tactical, and a proactive attitude. It was concluded that by adopting different strategies of Green Marketing, the studied companies are anticipating the future expected high demand for green products by Brazilians consumers and expect thereby gain competitive advantage. Green Marketing is thus incorporated into strategic planning in all studied cases, and their practice shows growing up. The importance of this study lies both in the systematization of knowledge about Green Marketing and the empirical validation of the strategies of Brazilian companies. / A noção de sustentabilidade, largamente aceita, afeta pessoas, governos e empresas de diferentes modos e exige a incorporação de novas estratégias por parte dos mesmos. A presente dissertação tem por objetivo investigar quais as estratégias de Green Marketing adotadas por empresas brasileiras listadas no Índice de Sustentabilidade Empresarial da Bolsa de Valores de São Paulo e qual a sua influência na estratégia competitiva das mesmas. Foi utilizada a abordagem qualitativa por meio de estudo de casos múltiplos. Como unidade de análise foram selecionadas cinco empresas brasileiras (papel e celulose, química, siderúrgica, banco e produtos de acabamento para construção civil) que integram o Índice de Sustentabilidade Empresarial da BOVESPA no presente ano. A coleta dos dados aconteceu nas cidades de São Paulo e Porto Alegre, no período de julho a agosto de 2010, por meio de entrevistas semi-estruturadas, conduzidas in loco com gestores das empresas. Outras fontes utilizadas foram observação direta, documentos e publicações e artefatos físicos. Com respeito a razões que levam as empresas a adotarem o Green Marketing, a responsabilidade social é apontada como a principal razão. Observou-se que o grande agente de transformação são as próprias empresas e não os consumidores brasileiros, que ainda demandam pouco por produtos verdes. Analisando as empresas estudadas como consumidores industriais, estas desempenham um papel importante em sua cadeia produtiva, exigindo que seus fornecedores entreguem insumos, matérias-primas e serviços verdes. A segmentação verde mostrou-se uma estratégia de difícil aplicação no país. Identificou-se, porém, a prática das seguintes estratégias de Green Marketing: Verde Escasso, Verde Matizado e Verde Extremo (GINSBERG e BLOOM, 2004); Ecoeficiência, Beyond Compliance Leadership, Eco-branding e Liderança em Custo Ambiental (ORSATO, 2006); Atributos verdes e Atributos não-verdes (OTTMAN, STTAFORD e HARTMAN, 2006); Posicionamento de Marcas Verdes por Atributos Funcionais e Posicionamento de Marcas Verdes por Benefícios Emocionais (HARTMANN, APAOLAZA-IBAÑEZ e FORCADA-SAINZ, 2005); e Estratégia Verde (GRANT, 2007). Com respeito à influência do Green Marketing na estratégia competitiva, os resultados indicam que todas as empresas adotam a Estratégia Sistêmica (WHITTINGTON, 2002) e a Abordagem Estratégica de Gestão Ambiental (BARBIERI, 2007). Os resultados dão conta ainda que as empresas consideram em sua missão e em sua visão a condição de sustentabilidade; desenvolvem linhas de produtos e serviços verdes ou tornam verdes os produtos e serviços existentes, adotando ou não marcas verdes; conduzem mudanças em seu processo produtivo que resultam em ganhos ambientais e redução de custos; e tendem a não praticar o preço premium. As mudanças efetuadas pelas empresas têm um caráter estratégico, e não tático, e uma postura pró-ativa. Concluiu-se que, ao adotarem diferentes estratégias de Green Marketing, as empresas estudadas antecipam-se à futura e esperada alta demanda por produtos verdes por parte dos consumidores brasileiros e esperam, com isso, ganharem vantagem competitiva. O Green Marketing está, desse modo, incorporado ao planejamento estratégico em todos os casos estudados e a sua prática mostra-se crescente. A importância do presente estudo reside tanto na sistematização dos conhecimentos sobre Green Marketing quanto na verificação empírica das estratégias das empresas brasileiras.

Title: The Role of Organizational Culture on Green Marketing Level: Final Thesis for Master’s Degree Program Authors: Lucia Gido Chuwa  and Ukpemeobong Usen Ibokette Supervisor: Dr. Daniella Fjellström Examiner: Dr. Maria Fregidou-Malama Date: June 2020   Aim: The aim of this study is to explore the influence of organizational culture on green marketing. Method: This study applies a qualitative research approach on seven selected companies in Sweden and Nigeria.  We interviewed seven people using seven semi-structured interview questions and we carried out thematic data analysis by grouping the findings into common themes to guide our discussion. Result & Conclusions: This study concludes that organizational culture influence implementation of green marketing as it dictates what happens within the organization and how it happens. The organization that embraces environmental values in its culture needs to disseminate it to all employees to create common understanding and commitment towards its implementation. We also discovered a lower level of customer awareness on green marketing which requires more efforts by organizations and stakeholders to create this awareness or advocacy which will help firms investing on green marketing to sell their products. Suggestions for future research: We suggest a future study which could complement this study using a bigger sample size. We also propose a comparative future study which may help to highlight how implementation of green marketing in developed countries like Sweden differs from the developing countries like Nigeria. Furthermore, we suggest an explorative study on how best the customer awareness on green marketing can be enhanced so that to support green marketing. Contribution of the thesis: This study contributes to the body of knowledge about organizational culture, environmental sustainability and green marketing through highlighting how organizational culture influence implementation of different components of green marketing mix, which was an underexplored area. We also contribute that customer awareness is an important aspect to encourage green marketing Key words: Green marketing, green marketing mix, organizational culture, Sweden, Nigeria, environmental sustainability and Natural Resource Based View Theory.

Title: “Factors affecting consumers green purchase intention towards ecological products: ICA supermarket in Sweden”. Level: Master degree thesis in Business AdministrationAuthor: Khalida Akter Supervisor: Zahra AhmadiExaminer: Maria Fregidou-Malama Aim: The aim of this study is to investigate how consumer trust, eco-branding and green marketing strategy influence consumer purchase intention towards ecological products. Method: The qualitative method and inductive approach have been used for this research. The primary data have been collected through face to face interview and the secondary data have been used through scientific journals and the internet. Findings: The results show the important factors that can promote green marketing towards ecological products are; consumer trust, green trust, eco-label trust, eco-branding, green pricing, green advertising, green design and green promotion have a strong relation with each other. The study also shows that consumer purchase intention can be increased by giving sufficient information regarding ecological products, by increasing awareness, credibility, by reducing the perceived risk of the products, brand uniqueness, by advertising the products through the company magazines, billboards and posters outside of the supermarket, by raising awareness of customer health. Brand loyalty is also an important factor to create a long-term relationship with customers and it can be created by the fair price perception among the customers. The main promotional issues have been found for this study is customer health and climate change. The study also shows that price doesn’t affect on consumer purchase behaviour. Suggestions for future research: This study helps to understand how to promote green marketing for ecological products. For further study, the author suggests to investigate if there is a relationship between green marketing, consumer trust, eco-branding as well as a green marketing strategy. The future study will help to research on green marketing for ecological products. Contribution: This study has identified elements to promote green marketing and factors that can help to increase consumers purchase intention. The author hopes that the findings of this study will help companies to create their consumer purchase intention. The study has contributed to the theory and to the managers by investigating the factors affecting on green marketing. Keywords: Green marketing, Consumer trust, green trust, Eco-branding, Green marketing strategy, consumer purchase intention.

Bakgrund: Människans ökade konsumtion av produkter använder upp naturens resurser och bidrar till utsläpp, detta är särskilt relevant gällande produkter med kort livslängd så som sportmode då dessa produkter massproduceras på olika geografiska regioner för att sedan fraktas världen över och användas en kortare period för att sedan kastas. Producenterna jobbar främst med en linjär ekonomi men de börjar gå mer mot en cirkulär ekonomi istället genom att använda mer hållbara material och återanvända gamla produkter. Syfte: Syftet med studien är att beskriva hur återförsäljare inom sportmode branschen använder sig av green marketing för att bidra till en cirkulär ekonomi? Metod: En kvalitativ fallstudie med abduktiv ansats, där vi genomfört semistrukturerade intervjuer. Teoretiskt perspektiv: Studien utgår från teorier som anses vara relevanta för att se hur återförsäljarna använder sig av green marketing för att nå en cirkulär ekonomi. Teorierna berör green marketing, strategier, green washing, cirkulär ekonomi och konsumentbeteende. Empiri: Empiri delen består av fyra semistrukturerade intervjuer med företag i Skandinavien som jobbar med återförsäljning av sportmode på den svenska marknaden. Slutsatser: Återförsäljare av sportmode använder sig av green marketing till stor del för att skapa starka samarbeten med externa intressenter. Där kan vi se att hållbarhetskrav ställs från båda håll vilket i sin tur bidrar till att företagen fortsätter att utveckla deras miljötänk och hållbarhetsarbete. Genom att forska fram nya material och tillverkningsprocesser jobbar företagen för att kunna öka deras cirkulära flöden och gå ifrån dagens linjära ekonomi. / Background: Man's increased consumption of products uses up natural resources and contributes to emissions, this is especially relevant for products with a short lifespan such as sports fashion as these products are mass-produced in different geographical regions and then shipped around the world and used for a shorter period. cast. Producers work mainly with a linear economy, but they are starting to move more towards a circular economy instead by using more sustainable materials and reusing old products. Aim: The aim of the study is to describe how retailers in the sports fashion industry use green marketing to contribute to a circular economy? Method: A qualitative method with an abductive approach, where we conducted semi-structured interviews. Theoretical perspective: The study is based on theories that are considered relevant to see how retailers use green marketing to achieve a circular economy. The theories concern green marketing, strategies, green washing, circular economy and consumer behavior. Empirical: The empirical part consists of four semi-structured interviews with companies in Scandinavia that work with the resale of sports fashion on the Swedish market. Conclusions: Retailers of sportswear use green marketing to a large extent to create strong collaborations with external stakeholders. There we can see that sustainability requirements are set from both sides, which in turn contributes to companies continuing to develop their environmental thinking and sustainability work. By researching new materials and manufacturing processes, companies work to be able to increase their circular flows and move away from today's linear economy.

Denna studie syftar till att undersöka konsumenters kännedom och uppfattningar om miljömärkningar i textilbranschen samt om de ger avtryck i deras konsumtion. Studien har genomförts med en kvantitativ ansats genom en enkätundersökning som är utformad utifrån en kvalitativ förstudie. Tidigare litteratur menar att standardiserade miljömärken är mycket bättre än butikskedjornas egna miljömärkningar då de är baserade på en oberoende organisations kriterier. Utifrån denna studie kan det dras en slutsats om att de standardiserade miljömärkningarna är mer igenkända och pålitliga än butikskedjornas egna, speciellt “Svanen” och “Bra Miljöval”. Tidigare litteratur har visat att kunskap är en viktig bidragande faktor för att minska miljöpåverkan vid konsumtion av plagg. Konsumenter vill göra rationella och medvetna hållbara val men brist på information och kunskap kring olika miljömärken gör det svårt. Denna avsaknad på medvetenhet och kunskap beror till stor del på begränsningar i marknadsföringsstrategier och så kallad “branding” av miljövänliga märkningar. Studien bekräftar även tidigare forskning som menar att den största anledning till att konsumenter inte köper hållbara plagg är på grund av bristande kunskap inom området. / This study aims to identify consumers knowledge and perceptions towards eco-labels in the textile industry and if they give an impression on their consumption. The study has been conducted with a quantitative approach through a questionnaire survey that is designed on the basis of a qualitative study. Earlier literature shows that standardized eco-labels are much better than stores own eco-labels since they are based on the criteria of an independent organization. Based on this study, a conclusion can be drawn that the standardized eco-labels are more recognized and reliable than store chains own, especially "Svanen" and "Bra Miljöval". Previous literature has shown that knowledge is an important contributing factor in reducing the environmental impact when consuming garments. Consumers want to make rational and conscious sustainable choices, but lack of information and knowledge about different eco-labels makes it difficult. This lack of awareness and knowledge is largely due to limitations in marketing strategies and branding of environmentally friendly labels. The study also confirms previous research that show that the biggest reason why consumers do not buy sustainable garments is because of lack of knowledge about its impact on the environment.