Syfte: Att analysera hur dagligvaruhandeln använder sig av Grön Marknadsföring internt och externt för att positionera sig som ett miljövänligt företag på marknaden. Metod: En deskriptiv undersökning med primärdata i form av personliga intervjuer från de tre största aktörerna inom svenska dagligvaruhandeln. Teori: ”Green Marketing Activities at the Three Levels” har används som modell för att ta reda på hur de olika företagen arbetar med Grön Marknadsföring. Modellen är uppdelad i åtta områden och tre nivåer för Grön Marknadsföring. Slutsats: Samtliga företag vill ta ett miljöansvar, men två av tre ser sig även ha ett ansvar att informera och hjälpa kunder till ett bättre handlande. Två av de tre undersökta företagen är mer inriktade på att bygga ett ekologiskt varumärke medan det tredje företaget är mer inriktad på att upplysa om ekologi. Undersökningen visar dock att alla aktörer har undermåligt arbete med marknadsföringen i butik för att fånga upp kunders ekologiska intresse. Alla aktörer arbetar även för att integrera Grön Marknadsföring i företaget, men möjligheterna till detta skiljer sig i och med de olika ägandeförhållandena. Slutligen framgår det att alla samarbetar med miljöorganisationer, vilket stärker trovärdigheten utåt mot kund och omvärld. / Purpose: To analyze how the food market industry use Green Marketing, internal and external, to position it self as an environmental friendly company. Methodology: This essay is a descriptive study with primary data based from three interviews with different companies in the Swedish food market industry. Theory: We have used the model ”Green Marketing Activities at the Three Levels” to find out how the different companies practice Green Marketing. The model is divided into eight areas and three different levels. Conclusions: All the companies take a high level of environmental responsibility, but two of them say that they also have a responsibility towards the costumer. Two of the studied companies are more focused on building an ecological brand while the third company is more concentrated to inform the costumer of ecology. However, the study shows that all companies have an inadequate form of marketing in the grocery store to encourage the costumer’s ecological interest. All of them also work to integrate Green Marketing into the company, though the possibilities differ because of different ownerships. The study finally shows that all the companies cooperate with environmental organizations, to enhance credibility towards their costumers.

The last past years have seen the emergence of some changes in the whole society as well in the concerns than in the behaviour. Indeed, people are now more and more concerned about the ecology and it is in this optic that the researchers have dealed with this thesis. The purpose of this thesis is to provide a new model in order to measure how deep a company is involved in the Green Marketing. In this thesis the authors have leaded a multiple-case study about the automotive industry in order to see how deep are the companies involved in the green marketing, and how the deal with this new kind of marketing. The results showed that the four brands studied are deeply involved in the green marketing and that they plan it and change their processes in order to be more environmental friendly using a lot of different means. This study is a good starting point to implement a green marketing strategy for the companies as until now it was clear about how to become green for a lot of companies.

Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological labels) in the business of retailing while evaluating the affect of it on consumer behavior.   Method: Case study research method is opted for this study to answer “why” and “how” questions. Furthermore, quantitative data has been collected through in store and online customer interview. The research data is analysed by using Microsoft Office Excel.   Result & Conclusions: The result shows that CSR is well incorporated and practiced by ICA Kvantum, AB. Their business philosophy is focused on customer, product, environment, diversity and community. They provide environmental and organic products by abiding the rules and law of goods production that also protects the environment. Moreover, the quantitative study reveals that Swedish female consumer between the ages of 26-35 are more responsible towards environment. It also shows that most of the consumers are still buying conventional (non-ecological) products and majority of them don’t check eco-labels before purchasing but they are willing to pay more for ecological and organic foods. Thus, CSR and green marketing affects consumer buying behavior through different ways.   Suggestions for future research: The similar research can be performed by adopting qualitative data from company’s experts to record their perspective about CSR and green marketing. Moreover, it would be interesting to investigate multiple retail companies operating in different cities. Furthermore, it could give innovative results, if the study investigates the link of trust and loyalty on consumer behavior, as they are the key components in consumer purchase decision.   Contribution of the study: This study identifies and explains the concept of CSR and the important elements of CSR in grocery retailing. The novel concept of green marketing and ecological products has been studied in relation to consumer behavior. The investigation of CSR and green marketing on consumer behavior is a unique combination which has not investigated extensively within the field of grocery retailing.

Under de senaste åren har samhällets oro för världens miljötillstånd växt och gett upphov till en så kallad grön marknadsföring. Miljö är ett svårt ämne att kommunicera på grund av dess breda omfattning och svårigheterna som finns med att förenkla informationen utan att tappa helhetsförståelsen. Stora samhällsaktörer såsom företag och statliga organisationer har ett ansvar för förändringsarbetet i och med att de kan visa vägen för en grönare social norm och kollektivt agerande. En kvantitativ studie av miljökommunikationsteori som den beskrivs i litteraturen har utförts, dess praktiska tillämpning har sedan undersökts kvalitativt genom fallstudier av två organisationers miljökommunikation. Studien söker svar på vilka skillnader som finns mellan företags och kommuners miljökommunikationsprocess samt hur den kan förbättras för att åstadkomma positiva beteendeförändringar i samhället och därmed ta steg mot en hållbar utveckling. Resultatet och analysen visar att det finns betydande skillnader mellan företaget och kommunen rörande organisation och ansvarsfördelning, syfte och målsättning samt återkoppling. Organisationernas miljökommunikationsprocess kan förbättras genom att informationen riktas till en väl definierad målgrupp, utformas med hänsyn till målgruppens egenskaper, möjligheter och beredvillighet till förändring. Detta måste ske med utifrån i organisationens förutsättningar, mål och syfte med miljökommunikation. Under dessa förutsättningar kan kommunikation kring miljöfrågor främja en dialog för hållbar utveckling och driva förändring både internt i organisationerna och externt i samhället. / Society's concern for the world's environmental status have increased and created a need for a so called green marketing. Environmental issues are difficult subjects to communicate because of its large scale and complex character. Large social actors such as companies and government organizations have a responsibility in leading by example and showing the way for a greener collective norm and social behavior.  A quantitative study was conducted of environmental communication theory as it is described in the literature, and its practical implications were qualitatively examined through case studies of two organizations. The purpose of the study is to answer what differences that exist between the corporate and the municipal environmental communication process. It also investigates how the process can be improved in order to create positive behavioral changes in society and thus take steps towards a sustainable development. The results and analysis show that there are significant differences between the company and the municipality regarding organization and responsibility, purpose, goals, and feedback. The organizations' environmental communication process can be improved by better segmentation, designed with reference to the target group's characteristics, potential and readiness for change. When doing this it is necessary to take into account the situation of the organization and the goals and objectives regarding the environmental communication. With these conditions fulfilled, communication about environmental issues will promote dialogue about sustainable development and can drive change both internally within the organizations and externally in the community.

Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market.  Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

M. Tech. Marketing / The focus of this study is on the determinants of positive green-product purchase behaviour of Tshwane youth. Environmental knowledge, environmental concern, social pressure and green-product purchase intentions were identified as determinants of positive green-product purchase behaviour and investigated among a sample of Tshwane youth alongside their green-product purchase behaviour. The differences between the various demographic groups with regard to their positive green-product purchase behaviour were also investigated.

Syfte Vårt syfte med uppsatsen är att skapa en djupare förståelse för problematiken och möjligheterna som finns gällande klädföretags arbete med miljövänliga kläder. För att uppnå detta på ett effektivt sätt har vi tagit fram två delsyften. Vi ämnar analysera och undersöka: • Vilka faktorer som påverkar konsumenters intresse för miljövänliga kläder. • Hur marknadskommunikationen av miljövänliga kläder kan vara utformad för att tilltala konsumenterna. Vidare har en forskningsfråga tagits fram som lyder: • På vilka sätt kan klädföretag arbeta med grön marknadsföring för att öka intresset för miljövänliga kläder? Metod Vi har utgått från den kvalitativa undersökningsmetoden då vi ville uppnå en djupgående förståelse för vårt valda forskningsområde samt ha möjligheten att göra subjektiva analyser och tolkningar. Det empiriska materialet samlades in genom sju djupgående intervjuer. Tre av dessa genomfördes med experter inom hållbarhetsområdet medan fyra av dessa genomfördes med företagsrepresentanter som arbetar med hållbart framtagna kläder. Slutsatser Utifrån vår teoretiska och empiriska analys har vi kommit fram till ett antal slutsatser som kan vägleda företag i deras arbete med grön marknadsföring. En av dessa är att företag bör integrera miljöfrågan i hela affärsverksamheten istället för att ha en särskild avdelning som arbetar med detta. Vidare bör företag undvika greenwash och endast kommunicera det företaget faktiskt gör. Vi har vidare kommit fram till att företag som arbetar med attraktiva miljövänliga kläder måste bli bättre på att marknadsföra den miljövänliga aspekten. Företag kan med fördel använda sig av sociala medier och kändisar för att skapa engagemang och word of mouth. Även företagets anställda kan spela en viktig roll gällande marknadsföringen av de miljövänliga plaggen. Till sist har vi funnit att det är av yttersta vikt att företag som arbetar med miljövänliga kläder förstår hur konsumenter resonerar och prioriterar vid köpbeslut för att sedan agera utifrån detta i sin marknadsföring. / Our purpose with this paper is to create a deeper understanding of how clothing companies can work with green marketing in order to increase the interest in environmentally friendly garment. We intend to do this by working with two specific aims. We will analyze and investigate: • What the factors are that influence consumers interest of environmentally friendly clothing. • How marketing communication of environmentally friendly clothing can be designed to appeal to consumers. Furthermore, we have defined the following research question: • In which ways can clothing companies work with green marketing in order to make environmentally friendly clothing more interesting? We used the qualitative research method since we wanted to achieve an in-depth understanding of our chosen research area that was open to subjective analysis and interpretation. The empirical material was collected through seven in-depth interviews. Based on our theoretical and empirical analysis, we have identified a number of conclusions that can guide companies in their green marketing efforts. One of these is that companies should integrate the environment into the business strategy instead of having a separate department dealing with this. Furthermore, companies should avoid greenwash and only communicate the activities that the company actually performs. We have further concluded that companies working with attractive environmentally friendly clothes need to be better at marketing the environmentally friendly aspect. Companies can also benefit from using social media and celebrities to create engagement and word of mouth. The company’s employees play an important role when marketing environmentally friendly garments. Finally, we have found that it is imperative that companies working with environmentally friendly clothing understand how consumers think and prioritize their purchase decision and act accordingly in their marketing.

Undersökningen ämnar öka förståelsen för och analysera hur fastighetsföretag marknadsför gröna argument och hur de uppfattar att intressenterna bemöter dessa. I uppsatsen studeras följande forskningsfrågor: * Vilka strategier används hos fastighetsföretag inom ramen för green business? * Hur kommunicerar fastighetsföretag green business genom grön marknadsföring? * Hur uppfattar fastighetsföretagen att intressenterna bemöter deras gröna marknadsföringsargument? / The study intends to increase the understanding of and to analyze how real-estate companies market green arguments and how they perceive that stakeholders respond to these. The paper studied the following research questions: * What strategies are used by real-estate companies within green business? * How do real-estate companies communicate green business through green marketing? * How do the real estate companies perceive that stakeholders respond to their green marketing pitch?

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / With the growing pressures of social actors on the degradation of the environment and that this has direct influence on quality of life, called the growing environmental movement. Committed to this movement, the eco-consumer voice their environmental concerns in their attitudes and consequently in their buying behavior, consider seeking products that cause less adverse impacts to the environment and appreciating those that are produced by environmentally responsible companies. Thus, this study sought to identify determinates that influence the purchasing behavior of university professors of business administration courses from Brazilian institutions towards pro-environmental products. To that end, was investigated the environmental awareness of consumers using the scale of the New Ecological Paradigm (NEP-Scale) developed by Dunlap and Van Liere (1978) and updated by Dunlap et al. (2000). It was also applied the scale Enoki et al. (2008) to ascertain the impact of marketing mix strategies in their purchasing behavior pro-environment. Was conducted a survey research to then test the model through the use of structural equation modeling. The findings didn t indicate a positive relationship between environmental awareness and purchasing behavior pro-environmental. However, there were positive relationships between the strategies of price, place and product and purchasing behavior in environmentally friendly, as well as the positive influence of the promotion strategy on pricing strategies, place strategies and product strategies of green marketing. In the end, it is proven that the marketing strategies are important in influencing the pro-environmental purchase behavior of the consumers. / Com o crescimento das pressões dos atores sociais sobre a degradação do meio ambiente e a interferência direta que esse tem na qualidade de vida das pessoas, cresce o chamado movimento ambientalista. Engajado a esse movimento, o consumidor ecológico manifesta as suas preocupações ambientais nas suas atitudes e, consequentemente, no seu comportamento de compra, buscando produtos que considera causarem menos impactos negativos ao meio ambiente e valorizando aqueles que são produzidos por empresas ambientalmente responsáveis. Dessa forma, este estudo buscou identificar os determinates que influenciam o comportamento de compra de professores universitários dos cursos de administração de instituições brasileiras perante produtos pró-ambientais. Para tanto, foi averiguada a consciência ambiental desses consumidores, utilizando-se a escala do Novo Paradigma Ecológico (Escala-NEP), desenvolvida por Dunlap e Van Liere (1978) e atualizada por Dunlap et al. (2000). Também foi aplicada a escala de Enoki et al. (2008) para verificar o impacto das estratégias do mix de marketing verde no comportamento de compra próambiental. Foi conduzida uma pesquisa do tipo survey para, posteriormente, testar o modelo proposto através da utilização da modelagem de equações estruturais. Os achados não indicaram uma relação positiva entre consciência ecológica e comportamento de compra próambiental do consumidor. No entanto, ocorreram relações positivas entre as estratégias de preço, praça e produto no comportamento de compra ambientalmente favorável, assim como a influência positiva da estratégia promoção nas estratégias de preço, praça e produto do mix de marketing verde. Ao final, é comprovado que as estratégias de marketing são importantes para influenciar o comportamento de compra pró-ambiental dos consumidores.

Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.