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.

Over the last century the Chesapeake Bay has been plagued by pollution, disease and overharvesting of its resources. As a result, the Bay has been the focus of substantial research and the beneficiary of numerous environmental programs. Previous work has suggested that people are willing to pay for improved water quality in the Chesapeake Bay. For policymakers, the key challenge is to determine how to allocate scarce funds across alternative regulatory and subsidy programs. This thesis investigates three new research questions that relate to the policymaker's problem. First, does WTP for a given water quality improvement depend on the process used to obtain that improvement? Second, does introducing a publicly funded program to improve water quality crowd out private donations to charitable organizations? Third, could oysters in the Chesapeake Bay be successfully marketed as a "green" good? The results from an attribute based choice experiment survey indicate that individuals value process and that they have a higher value for water quality improvement processes that include positive externalities such as increasing oyster populations and planting acres of tall grasses. The results also imply that the new water quality program will crowd out a small portion of private donations to charitable organizations. For example, a $1 tax increase for a new water quality program would crowd out approximately $0.02 of private donations to Chesapeake Bay organizations. Finally, results from a contingent valuation exercise suggest that oyster consumers are willing to pay a significant premium for ecolabeled oysters. Specifically, consumers are willing to pay a 58% premium for half-shell oysters. / Master of Science