Abstract Title:  Communication of Green Marketing Strategies for Creating Consumer Awareness: A study of grocery retail sector of Sweden.  Level: Final assignment for Master Degree in Business Administration (MBA) Aim: The aim of the study is to explore the process of green marketing communication (preferred communication channels and messages) to create the customers awareness about eco-friendly products. Method: The study is done on three major grocery stores; Coop, ICA and Willys in Sweden. Triangulation, both qualitative and quantitative research, is used to achieve accurate results. Primary data is collected from interviews with respondents from companies and a customer survey. Results & Conclusions: The main findings are firstly: for grocery stores, point-of-sale and newspaper are preferred communication channels for green marketing communication. Secondly: The most suitable contents of communication messages for green marketing are health issues and environmental protection. Thirdly: Customers want to know about the process of certifying the eco-labels to eco-friendly products. Fourthly: Information function, information of eco-friendly products that is conveyed through green marketing communication to inform persuade and motivate the customers, and sustainability image (green reputation) of companies can create customer awareness. Lastly: Green marketing communication itself brings green reputation for companies. Suggestions for future research: This study is limited to advertising contents of green marketing communication. For further research, green marketing communication through personal relations, visual identification and sponsorships should be studied to create customer awareness. This study could be extended to other industries to seek more generalizable results. The results of current study indicate that ecolabels on eco-friendly products needs to be further explored. Hence, further studies can be done with regard how to make the customers aware about the process of certification of eco-labels to eco-friendly products. Contribution: This study contributes to existing literature by connecting the process of green marketing communication with customer awareness. Keywords: Green marketing communication, communication channels, communication messages, eco-labels.

This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.

Sustainability has over the years been of interest and not least to the fast fashion industry. The phenomenon of sustainability reports has therefore occurred by small and large companies produced for society today. Companies present a list of past, present and future sustainable activities to suppliers, competitors, shareholders and customers. Furthermore, the fast fashion industry has grown and consumption tends to be higher than ten years ago. The information shared is therefore important to see how these activities are communicated to society, not at least to customers. Sustainability awareness is today a valuable tool for sustainable trust in companies. Thus, the purpose of this thesis was to investigate which sustainability issues are presented  in sustainability reports by companies and by customers. Empirical results were obtained using a qualitative multi-method, where Critical Discourse Analysis was adopted by the authors to interpret sustainability reports from seven Swedish companies interpreted as fast fashion. The authors then analysed the results of CDA of sustainability reports with the aim to find out how the sustainable issues are presented to society in variants, differences, images and language. In addition, semi-structured interviews with questions based on CDA and literature review were conducted to gain perspectives and a deeper understanding of the customers.The conclusion of this thesis showed that customers can be involved in companies' sustainable activities, although it tends to differ. Customers perceived sustainability reports in today's situation as low transparency and the trust is not as high as it could be. The GIOIA method was therefore conducted to see how these first concepts from customer interviews relate to the second theme of CDA. Furthermore, four dimensions could be constructed with further suggestions for companies that produce sustainability reports to customers on the issues of trust, transparency, customer awareness and important sustainable issues. The thesis further identified both general factors and problems within sustainability reports that can be used for future guidance and implementation of sustainable awareness for customers in the fast fashion industry.