The current green marketing industry is growing due to increasing consumer demand in combination with current environmental issues. Even so a common definition of the term green does not exist which creates both company and consumer confusion. Generally the expression is perceived by consumers to only describe environmentally friendly products but it is also further applied to different activities such as production, distribution and retailing. Due to the consumer lack of knowledge companies are having continuous difficulties satisfying the consumer’s changing needs and simultaneously protecting the environment. Companies are hoping to create awareness regarding environmental issues with the use of green marketing; however some companies are claiming to be green as a concealed marketing ploy, known as greenwashing.This study’s purpose aims to reveal and analyze whether there are gaps of knowledge in the topic green products and predominantly green cosmetics between Swedish green consumers and green companies. Lush Cosmetics has been chosen as a case company for this dissertations explorative kind and the empirical findings have been collected by a semi-structured interview with a product & people developer at the company. Answers from green consumers have been retrieved through focus group meetings with suitable respondents.Analysis of the empirical information was subsequently completed through the study’s theoretical framework to find what types of dissents exist between the two parts and why these have been generated. Results of the analysis showed that confusion as well as different opinions is present between the two parts. The knowledge gaps are prominent between the company and the consumers in the subjects of understanding marketing terms, price, ingredients and efficiency. / Program: Textilekonomutbildningen

Value has received an increasing focus in business, meanwhile, under the background of industry 4.0, where the intelligent technologies are significantly reshaping the development of business model and accelerating the innovation. Understanding the correlations between value, business model, and intelligent technology can guide practitioners to create new competitiveness. There’re numerous articles concerning business and technology in recent years. However, few studies touch upon the value’s utilization and impact. The primary purpose of this paper is to explore the value concept adoption in business model under the effect of intelligent technology. A systematic literature study is developed in five steps: 1) reviewed abstracts of 392 publications; 2) extracted keywords and mapped terms; 3) analyzed mapping clusters in twofold groups: business and technology; 4) recorded major theories of each paper, analyzed in the corresponding category; 5) corpus analysis in value aspect for a deeper gap study. Furthermore, to illustrate the benefits of the findings, the urban green field is selected for the theoretical application. Urban green is studied by a similar literature study process to prepare for the application. The chosen urban green service - HUGSI is comprehensively analyzed. The primary result demonstrates the gap in value compared to business and technology, the barrier of systematically and equally handling value. The paper explores the status of existing studies related to the three areas, maps the inner correlations and points out the lack of focus on value. The result serves as a base for further literature study, contributing to a shift from business or technology-focused to value-focused in both theory and practice. / Värde har fått ett ökat fokus inom business, medan under bakgrunden av industry 4.0, där intelligent teknologi tydligt omskapar utvecklandet av affärsmodellen och påskyndar innovation. Att förstå sambanden mellan värde, affärsmodellen och intelligent teknologi kan vägleda verksamma att skapa nya konkurrensfördelar. Flera artiklar gällande business och intelligent teknologi har uppkommit på senare år. Dock, har endast ett fåtal studier diskuterat värdets användning och påverkan. Det huvudsakliga målet med denna uppsats är att utforska värdekonceptsadapteringen i affärsmodellen under effekten av intelligent teknologi. En systematisk litteraturstudie är utvecklad i fem steg: 1) recenserade abstrakt av 392 publikationer 2) extraherade nyckelord och ”mapped” terminologi 3) Analyserade mapping kluster i tvådelade grupper: business och teknologi 4) noterade stora teorier för varje papper, analyserade i korresponderande kategori 5) ’corpus analysis’ i värdeaspekten för en djupare förståelse. Ytterligare, för att illustrera fördelarna med resultatet, är ’Urban green field’ valt för den teoretiska appliceringen. Urban green är studerat av en liknande litterär studieprocess för att förbereda för appliceringen. Den valda Urban green service - HUGSI är övergripande analyserad. Dess primära resultat demonstrerar glappet i värde jämfört med business och teknologi, barriären av att systematiskt och likvärdigt hantera värde. Uppsatsen utforskar statusen av existerande studier relaterade till dem tre områdena, kartlägger de inre sambanden och utpekar bristen av fokus på värde. Resultatet representerar en bas för framtida litterära studier, bidragande till ett skift från business eller teknologi-fokuserat till värdefokuserat i både teori och praktik.