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Date: 2020-06-09 Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Lisa Eriksson (91/08/31) Lana Rasool (97/02/23)  Title: Keen to be green? Consumer perceptions of green advertising in the skincare industry Tutor: Konstantin Lampou Keywords: Green advertisements, green perceived risk, green trust, green skincare, green marketing, green content.  Research- questions: How do consumers perceive green content in advertisements?  What aspects create perceptions of trust? What aspects create perceptions of risks? Purpose: The purpose of this study is to explore how consumers perceive green advertising practices in the skincare industry and what aspects affect perceptions of trust and risks. Method: The study was conducted through a qualitative approach by performing focus groups. Data was analyzed through a thematic analysis. Conclusion: The research indicate that there are several aspects that lead to consumer perception of trust and perceived risk when consumers view green advertisements. Six main themes that included different aspects were identified.

The mounting environmental problems cause the strict international environmental regulations, arouse the customers¡¦ environmental awareness, and changing the patterns of business competition around the world. Green management, which is highly connected to sustainable development, is bringing to light and the curtain of corporate greening lifts. This study aims to probe the relationship between green strategy and competitive advantage- what strategies enterprises take under the green trend and what competitive advantages are achieved. The role green corporate culture plays is also discussed. The findings show that the practice of green strategy which differs from firm¡¦s resources and industrial characters generates different competitive advantages. The strength of green corporate culture is positively related to companies¡¦ ¡§age¡¨. Firms with strong green corporate culture can efficiently execute the green strategy and bring out strong competitive advantages. Otherwise, TMT should make efforts on conveying green vision to drive the practice of green strategy and secure competitive advantages.

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Creating a city that is both dense and green could result in conflicts. The aim with this report is to describe how the municipality of Malmö works with densification and at the same time creating green environments. Also, the aim is to describe how densification and greenery in the city are problematized by researchers. It was shown in the empirical study that it is a political directive to create a dense and green cite. To be able to create this, all of the interviewees refers to the comprehensive plan of Malmö. The methods the municipality of Malmö uses to create green environments during densification varies from different projects, considers John Lepic. The results in the literature survey show that greenery often is identified as a key ingredient of a sustainable city (Boverket 2002; Jim 2004). In order to systematically create a greener city the spatial planning and data produced in connection with it are important tools (Nordmalm, et al. 1999). To create exciting and interesting environments both quantity and quality are important (Jim 2004). Greenery could be introduced in cities in many ways. Even if the wildest ideas may not be reality, it is possible to get inspiration from these ideas and with their help find new solutions.

Thèse--Paris, 1950. / Bibliography: v. 2, p. [283]-290.

Thèse--Paris, 1950. / Bibliography: v. 2, p. [283]-290.

Thesis (Ph. D.)--University of California, Santa Cruz, 1996. / Includes bibliographical references (leaves 211-288).

Reporting on the growing number of green initiatives across various industries in media is at odds with only sporadic academic research on green acquisition strategy in the marketing discipline. This presents a unique opportunity for me to identify and empirically examine different factors that can impact a firm’s value when adopting the green acquisition strategy and explore drivers of adopting green strategies, namely, green acquisition and green innovation. In this thesis, I explore these questions through two studies. In the first study, I analyze 182 green acquisition announcements using the event study method to see how the stock market reacts. The study reveals that the stock market responds positively to announcements of green acquisitions. Additionally, acquirers with stronger marketing capability but limited innovation capability experience better stock performance. However, the stock market return−green acquisition relationship, influenced by the two capabilities mentioned above, is moderated by industry environmental sensitivity. The results enhance our understanding of how marketing and innovation capabilities impact investor behavior in the context of green acquisitions. These findings broaden our existing knowledge of the marketing−finance interface, green marketing, and corporate sustainability. The second study examines external and internal drivers of corporate green strategies (i.e., green innovation and green acquisition). Using a sample of 1565 firm-year observations from the food and beverage industries, I show that firms under greater media attention are more likely to adopt both green acquisition and green innovation strategies. However, with the presence of the top management team’s commitment toward sustainability, media attention’s positive effects on firms’ likelihood of adopting green acquisition will be weakened. Moreover, firms with top management teams committed to sustainability are more likely to engage in green innovations under higher environmental regulation stringency. This study fills the gap in the green marketing literature by providing insights into why and how firms react to social and environmental challenges proactively. Notably, my findings show when and why firms adopt green acquisition or green innovation strategies. / Thesis / Doctor of Philosophy (PhD) / Increasingly, corporations are responding to green trends by engaging in various green strategies such as green acquisition and green innovation. With regard to green acquisition strategy, little is known about its financial impact and determinants. Secondly, drivers of green innovation and green acquisition strategies have not been sufficiently examined from secondary/archival data sources. I explore these issues in two studies. The first study examines how the stock market responds to green acquisitions. It finds that when companies announce green acquisitions, the stock market reacts positively. Additionally, companies that have strong marketing capability but limited innovation capability tend to have better stock market performance. However, the effect of those capabilities on the relationship between stock market return and green acquisition is affected by the environmental sensitivity of the industry. The second study examines the major drivers of green strategies (i.e., green acquisition and green innovation). It shows how environmental regulation stringency and media attention affect those two green strategies differently with the presence of the top management team’s sustainability commitment.

This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.