M. Tech. Marketing / Environmental research has been growing fast in recent years, especially since global warming is becoming a major challenge to the world. Other problems include: damage to the environment, shortage of natural resources, and continuous climate change. Today, a large number of consumers around the world indicate that they are concerned about the environment; and they consider the environment in their purchasing decision-making. Furthermore, these consumers indicate that they are willing to pay more green products. This study focuses on awareness and the willingness to purchase green products of respondents residing in the City of Tshwane. Furthermore, significant linear relationships between the respondents' awareness, their willingness to purchase, the influence of green advertising, eco-labels, and the social factors in relation to green products were determined. Lastly, differences between respondents' demographic characteristics and their awareness and willingness to purchase green products were statistically analysed.

Bakgrund: En marknad för ekologiska livsmedel har vuxit fram bland annat genom att konsumenter vill vara med och bidra till att skydda miljön. Flertalet livsmedelsbutiker har idag ekologiska livsmedel på sina butikshyllor, men långt ifrån alla kunder väljer att köpa dessa. Därför kan det vara en utmaning för dagligvaruhandeln att framgångsrikt marknadsföra det ekologiska sortimentet.Syfte: Syftet med den här studien är att ta reda på hur dagligvaruhandeln arbetar för att marknadsföra det ekologiska sortimentet. Därutöver ska denna studie utreda kring de drivkrafter och hinder som dagligvaruhandeln kan identifiera gällande dess markandsföring och försäljning av ekologiska livsmedel.Design/metod: Denna studie utgår från en deduktiv ansats. All empirisk data är insamlad från sju stycken intervjuer där respondenterna är butikschefer i varsin livsmedelsbutik. Livsmedelsbutikerna är belägna i Borås och dess närområden.Resultat: Den generella slutsatsen som vi kan dra av vår studie är att det har visat sig att flertalet marknadsföringstekniker inom dagligvaruhandeln är gemensamma bland våra respondenters livsmedelsbutiker. Däremot använder inte alla livsmedelsbutiker exakt samma uppsättning marknadsföringstekniker och inte heller i samma utsträckning. Drivkrafter gällande dagligvaruhandelns försäljning av ekologiska livsmedel har bland annat visat sig vara positiva hälsoeffekter och miljöintresse hos konsumenter. Samtidigt har hinder gällande dagligvaruhandelns försäljning bland annat visat sig vara okunskap hos konsument och högt pris.Originalitet/värde: Denna studie visar hur livsmedelsbutiker arbetar för att främja den ekologiska livsmedelsförsäljningen. Kunskap som tillförs i vår studie kan användas för framtida forskning inom ämnen som berör marknadsföring och försäljning av ekologiska livsmedel inom dagligvaruhandeln. / Background: Consumers want to be involved and help to protect the environment. A reason for this is that a market for ecological products has grown by. Today, most of the conventional stores in the FMCG sector have ecological products on their store shelves, but far from all customers choose to buy these. Therefore, it can be a challenge for the stores in the FMCG sector to successfully market the ecological assortment.Purpose: The purpose of this study is to find out how stores in the FMCG sector work to promote their ecological assortment. In addition, this study identifies the possible motivations and resistance regarding the marketing and the sales of ecological products from the FMCG sector perspective.Design/methodology/approach: This is a Swedish study based on a deductive approach. The empirical data is collected from seven interviews with respondents who are store managers in each grocery store. The stores are located in Borås and the neighboring areas.Findings: The general conclusion we draw from this study is that most marketing techniques in the FMCG sector are common among our respondents' respective stores. However, not everyone uses exactly the same set of marketing techniques, nor to the same extent. Positive health effects and environmental interest of consumers have shown to be motivating consumers mostly. Resistance including proven high price and lack of knowledge of consumers has proved the most sensitive.Originality/value: This study shows how stores in the FMCG sector are working to market the ecological sales. Knowledge from our study can be used for future research in subjects related to ecological sales for stores in the FMCG sector.

Green marketing has been a main topic of discussion for several years. Most studies conducted in this area have focused on the benefits of green marketing for a normal company. However, no studies have considered the effectiveness of green marketing by a negative brand like BP. This study aims to reveal the effectiveness of green marketing after pollution. An experiment was conducted to evaluate participants’ attitudes toward the marketing strategy. Although the results were not significant, some interesting findings were revealed and are addressed at the end of the paper. They imply that individuals with green awareness are less influenced by both green marketing and an economic-assistance strategy in BP’s case, compared to individuals with lower green awareness. Overall, all participants in this study preferred the economic-assistance strategy, which means that green marketing is not effective for a corporation involved in pollution issues. / text

Research Question/Purpose: Due to environmental legislation, economic influences and increasing concern about the environment among the general public, today’s businesses are becoming more committed to environmental issues. Some enterprises yet have implemented a green strategy. This thesis aims at identifying issues that determine the long-term efficiency of green marketing and how confidence and trust plays a role in order to gain competitive advantage through customer satisfaction and customer retention. The common denominator of both, CRM and green marketing is the creation of confidence, trust and value for customers. So, focus is laid on measures that lend credibility to companies’ green marketing by interviewing experts and observing their opinions about green marketing and eco-labeling. Design/Methodology/Approach: Interviews conducted with company professionals from IKEA and Konsum Gävleborg and a member of the municipality in Gävle, as well as findings from secondary sources of the company Nestlé were used to investigate the companies’ ways to respond to environmental concern and how they deal with green issues and ecological responsibility. The interviews provide valuable insights of the success of green marketing depending on the confidence between company and customer. Findings: By analyzing the results of the interviews with the literature review, the thesis reveals that environmental responsibility and ecological orientation needs to be based upon the entire business strategy of a company and implemented in its core principles in order to deal effectively and efficiently with this issue. Conclusions: Companies respond in different ways to ecological issues, through eco-labeling, cooperation with NGOs and energy-saving production processes. In conclusion, it can be said that the need for customer relationship commitment, trust, confidence and loyalty as a result of satisfaction are as important in customer relationship management as in green marketing, because competitive advantage can be achieved by environment-related activities and motivates companies to go green to promote ecologically sustainable practices. Research Limitations/Implications: There is a number of literature focusing on customer relationship management and implications of green issues for business strategy, but there are only a few on green marketing yet and the interaction between green marketing and CRM is missing attention, so far. Originality/Value: This work seeks to make a contribution towards bridging the ends of CRM and green marketing. It indicates a relationship between eco-orientation and company performance and implicates, on the basis of the theoretical and empirical findings, that integrating ecological features and good performance in a company is not impossible. Trust and confidence are as important concepts in green marketing as in CRM.

Purpose: The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company. Theoretical Frame work This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively.. Methodology /Research Limitations Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors. Findings/ Analysis/Recommendation Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible. Key word: Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility Paper Types:   Master These Academic work / Thesis Project for ” Tobias Project ”

Šio diplominio darbo tikslas yra išanalizuoti organizacijų konkurencinio pranašumo didinimo galimybes per ekologinio marketingo komplekso instrumentų intensyvinimą. Magistro baigiamasis darbas susideda iš trijų dalių: problemos teorinės analizės, situacijos analizės bei projektinių sprendimų trečiojoje darbo dalyje. Pirmojoje darbo dalyje nagrinėjama ekologinio marketingo koncepcija ir rėmimo instrumentai darnaus vystymosi kontekste. Pagrindinis dėmesys skiriamas darnaus vystymosi, kaip organizacijų strategijos konkurencinio pranašumo kriterijaus, svarbai. Pagal teorinę analizę ir pasirinktus tyrimo metodus atlikta ekologiškos produkcijos rėmimo instrumentų analizė Lietuvos didžiuosiuose prekybos centruose bei vartotojų apklausa, tiriant ekologiškų produktų rėmimo instrumentų poreikį ir poveikį pirkėjų įpročiams. Trečiojoje dalyje sukurta nauja ekologiško rėmimo strategija ir rėmimo instrumentų alternatyvos ekologiškiems produktams. / The aim of this project is to analyse the prospects of promotional instruments in order to increase the demand of ecological production, which should become a criterion of the competitive advantage of the organizations. Master‘s project consists of three parts: theoretical analysis of the problem, the analysis of the situation and the projected solutions. In the first part the theoretical aspects of green marketing‘s concept and promotional instruments in the framework of sustainable development are presented. Fundamental attention is granted to the growing importance of sustainable development as a criterion of competitive advantage of organizational strategy. According to the theoretical studies and defined research methods the largest Lithuanian retail supermarkets and their promotional instruments are presented together with the social research determining the altitude of consumers to the eco-immage of supermarkets and the effectivness of eco-products‘ promotion. In the third part, the new eco-promotional strategy and the alternative promotional instruments for ecoproducts are presented.

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Aim: The aim of this study is to determine the factors that may influence the purchasing behaviour of the students of the University of Gavle with regards to green products. This study aims to answer the question if the following factors such as: gender of the students, price of the green product, level of green awareness and the green behaviour of the students and whether they have a significant difference with the purchasing behaviour of the students. Design/methodology/approach: The framework is structured on the bases of examining the correlation between the following variables, green behaviour, gender, level of green awareness of the respondents and the price of the product with regards to the purchase of green products. Data was collected via randomly distributed questionnaires and an online survey. SPSS version 22.0 was used to analyse the results of the questionnaires through correlation analysis and linear regression analysis. Findings: Our findings show that the genders of the respondents, level of green awareness and the green behaviour have a significant, positive influence on their purchase behaviour, whilst the price of the green product has a negative influence on the purchasing behaviour of the students of the University of Gavle. Limitations and Suggestions for further research: The limitations of the study were the time, size of the sample group as well as the language of the questionnaire. To enhance the representation of the sample, future research should aim at targeting a larger sample group and a wider variety of variables should be examined. Originality: The study examines a variety of factors other than the green awareness of the respondent, that influences the purchasing behaviour of the respondents and this information could provide important results for companies when it comes to marketing a green product.

Made available in DSpace on 2014-12-17T15:51:33Z (GMT). No. of bitstreams: 1 BrunoLM_DISSERT.pdf: 2677185 bytes, checksum: 59d6c7f2a5582f186ddaa89a7bb20002 (MD5) Previous issue date: 2014-03-12 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / Diante da crescente preocupa??o com os aspectos ambientais e os impactos negativos que s?o ou que podem ser gerados quando uma destina??o tur?stica ? oferecida, intensifica-se a urg?ncia de adotar ferramentas capazes de promover a sustentabilidade dessa destina??o e tamb?m criar a vantagem competitiva necess?ria dentro do mercado, agregando valor aos produtos e servi?os tur?sticos. Neste contexto, o presente estudo tem como objetivo principal analisar a percep??o do turista sobre a qualidade ambiental e de servi?os tur?sticos apresentados no destino Jo?o Pessoa (PB). A escolha do objeto de estudo justifica-se por Jo?o Pessoa estar inserida numa realidade onde se encontra relev?ncia ambiental, o que pede uma aten??o referente ao comportamento dos envolvidos no processo tur?stico local. Como procedimentos metodol?gicos da pesquisa, optou-se por uma revis?o bibliogr?fica, levantamento de dados secund?rios e uma pesquisa emp?rica, de cunho quantitativo, aplicando-se a caracteriza??o s?cio demogr?fica da amostra definida e as an?lises descritiva e fatorial das dimens?es e vari?veis obtidas com base nos modelos de pesquisa ECOSERV de Khan (2003), SERVQUAL de Parasuraman, Berry e Zeithalml (1985) e SERVPERF de Cronin e Taylor (1992). Tal question?rio, que de acordo com os resultados se mostrou confi?vel, permitiu analisar o desempenho, depois de adaptado, da destina??o em quest?o. Os resultados forneceram uma an?lise detalhada do perfil dos visitantes e do desempenho das dimens?es e vari?veis da qualidade ambiental e de servi?os tur?sticos, apontando, neste sentido, caminhos mais assertivos, na tomada de decis?o gerencial, a exemplo do marketing verde, para compor um destino tur?stico coerente com os produtos e servi?os oferecidos

Background: The clothing industry is guilty of environmental destruction, at the same time consumers and more specifically Swedish millennials have shown increasing concern for the environment. Those favorable environmental attitudes and concerns has however in some green contexts shown to not affect the intention to buy green products which might suggest that there exists a so-called attitude-intention gap. There is a lot of uncertainty concerning why this attitude-intention gap may exist and what factors that may have an influence on the consumer’s green purchasing criteria. Purpose: The purpose of the study was to first reveal if there exists an attitude-intention gap among Swedish millennials when it comes to purchasing green clothing products. Secondly, the study investigated the determinants that influence the intention to buy green clothing products among Swedish millennials. Methodology: The study used a deductive and quantitative research approach by conducting an online survey which was distributed with a non-probability convenience sampling technique as well as with a snowball sampling technique towards Swedish millennials. The survey resulted in 150 valid responses which was quantitatively analyzed. Findings: The findings revealed that there exists an attitude-intention gap among Swedish millennials when it comes to the context of green clothing products. The most influential determinants affecting the intention to buy green clothes were: Knowledge about green clothing products, followed by habits of buying traditional clothing products and then the subjective norm. Additionally, gender differences among majority of the determinants were identified. Implications: The findings provide suggestions for decision makers marketing green clothing products to focus on increasing the knowledge among consumers as well as easing the process of changing old purchasing habits. Furthermore, it is of value for Swedish policymakers whom with this knowledge know where to concentrate their focus and resources in order to spur the green consumption. Originality: This paper contributes to theory by applying the well-known TPB framework with the addition of personal and situational determinants on the context of green clothing products. Furthermore, new insights regarding what determinants that affects the intention to buy green clothing products when it comes to the context of Swedish millennials were found.