Made available in DSpace on 2016-08-10T10:44:31Z (GMT). No. of bitstreams: 1 STEFANIA POLIANA DE LIMA ALVES.pdf: 775188 bytes, checksum: 113e0f2d170215c5f06fd17e12f1ab88 (MD5) Previous issue date: 2014-03-14 / Through the sustainability bias, emphasizing the Green Revolution package, it is expected , the need to ensure the survival of endemic species of the Cerrado biome, which has been destroyed, mainly due to agriculture and pasture formation due to the Green Revolution. The State of Goiás houses most of the Cerrado. Being one of the richest ecosystems in Brazil, considering the use of the Green Marketing tools for the preservation of the Biome in question, as well as the awareness of society. Question is: 1 - If the Green Revolution increased the economy, emphasized the development and technologies in the agricultural environment, did not generate environmental impacts Cerrado and society? 2 - With the use of marketing tools you can help to raise awareness in society regarding the importance of conservation of the Cerrado biome? 3 - Part of the Cerrado has been explored as a consequence, loss of endemic species; still be possible to modify this process or decrease the damage caused by green marketing? The relationship between man and the environment becomes increasingly complex, it is up to society to seek knowledge and skill so that they can preserve what remains in the Cerrado biome. Can diminish the impact, first breaking paradigms with respect to preservation, so that the human being through a systemic view understands the importance and necessity of it for their own survival. But say that you can combine sustainability the Cerrado, in a capitalist country, which has its economy around agriculture and livestock, mainly in the state of Goiás. / Através do viés da sustentabilidade, com ênfase no pacote da Revolução Verde, prevê-se, a necessidade de garantir a sobrevivência de espécies endêmicas, do bioma Cerrado, o qual vem sendo destruído, principalmente em virtude da agricultura e formação de pastagem em decorrência da Revolução Verde. O Estado de Goiás abriga a maior parte do Cerrado. Sendo um dos ecossistemas mais ricos do Brasil, tendo em vista a utilização de ferramentas do Marketing Verde em prol da preservação do Bioma em questão, bem como a conscientização da sociedade. Pergunta-se: 1- Se a Revolução Verde elevou a economia, enfatizou o desenvolvimento e as tecnologias no meio agrícola, não gerou impactos ambientais ao Bioma Cerrado e a sociedade? 2 - Com a utilização das ferramentas de marketing será possível auxiliar para a conscientização da sociedade no que tange a importância da preservação do bioma Cerrado? 3 - Parte do Cerrado já foi explorado, em consequência disso, perdas de espécies endêmicas; ainda será possível modificar esse processo ou diminuir os prejuízos causados através do marketing verde? A relação entre homem e o meio ambiente torna-se cada vez mais complexa, cabe a sociedade buscar conhecimento e habilidade para que se possa preservar o que ainda nos resta do bioma Cerrado. Pode-se, diminuir os impactos, primeiramente quebrando paradigmas com relação a preservação, de forma que o ser humano através de uma visão sistêmica compreenda a importância e a necessidade do mesmo para sua própria sobrevivência. Porém afirmar que será possível aliar a sustentabilidade ao Cerrado, em um país capitalista, o qual tem sua economia em torno da agricultura e pecuária, principalmente no estado de Goiás.

The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.

This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.

<p>Abstract</p><p><strong>Date: </strong>2010-05-28</p><p><strong>Authors</strong>:        Aamer Shahzad & Syed Nadeem Hussain Shah.</p><p><strong>Advisor: </strong>Mr. Konstantin Lampou</p><p><strong>Program: </strong>M.S. International Marketing</p><p><strong>Title: </strong><em>If and how environmental friendliness be a profitable marketing strategy in the current recession? </em><em>A comparative study on managements’ perspectives at two food retailers in Sweden.</em><em> </em></p><p><strong>Problem: </strong>During the current recession, consumers are not as much willing to pay more for green but expensive products as were in the past. However, despite this changing consumer attitude, food retailers in Sweden claim their marketing strategy as environmentally friendly. When maximizing profits is considered major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy in the recession period becomes an interesting topic for research.</p><p><strong>Purpose: </strong>The objective of this paper is to get insight on management’s perspectives from large-scale food retailers in Sweden on their choice of environmental friendliness as marketing strategy with respect to profitability in the current recession.</p><p><strong>Method: </strong>This qualitative study utilizes realist approach to research and exploratory research method. Through literature review, a conceptual model was developed for study. Primary data comes from interviews whereas secondary data from websites and annual reports of the companies.</p><p><strong>Conclusion: </strong>The green marketing strategy is profitable even in recession as it is a great source of competitive advantage and numerous profitable opportunities. This commitment to environment in hard times yields favorable reputation and helps companies in developing new products; finding new markets and suppliers; expanding customer-base; improving processes and stores; enhancing efficiency; etc.</p><p><strong>Key Words: </strong>Environmental friendliness, green marketing strategy, food retailers in Sweden, green products, impact of recession, profitability, communication.</p>

<p>The last past years have seen the emergence of some changes in the whole society as well in the concerns than in the behaviour. Indeed, people are now more and more concerned about the ecology and it is in this optic that the researchers have dealed with this thesis. The purpose of this thesis is to provide a new model in order to measure how deep a company is involved in the Green Marketing. In this thesis the authors have leaded a multiple-case study about the automotive industry in order to see how deep are the companies involved in the green marketing, and how the deal with this new kind of marketing. </p><p>The results showed that the four brands studied are deeply involved in the green marketing and that they plan it and change their processes in order to be more environmental friendly using a lot of different means. This study is a good starting point to implement a green marketing strategy for the companies as until now it was clear about how to become green for a lot of companies.</p>

<p>Syfte: Att analysera hur dagligvaruhandeln använder sig av Grön Marknadsföring internt och externt för att positionera sig som ett miljövänligt företag på marknaden.</p><p>Metod: En deskriptiv undersökning med primärdata i form av personliga intervjuer från de tre största aktörerna inom svenska dagligvaruhandeln.</p><p>Teori: ”Green Marketing Activities at the Three Levels” har används som modell för att ta reda på hur de olika företagen arbetar med Grön Marknadsföring. Modellen är uppdelad i åtta områden och tre nivåer för Grön Marknadsföring.</p><p>Slutsats: Samtliga företag vill ta ett miljöansvar, men två av tre ser sig även ha ett ansvar att informera och hjälpa kunder till ett bättre handlande. Två av de tre undersökta företagen är mer inriktade på att bygga ett ekologiskt varumärke medan det tredje företaget är mer inriktad på att upplysa om ekologi. Undersökningen visar dock att alla aktörer har undermåligt arbete med marknadsföringen i butik för att fånga upp kunders ekologiska intresse. Alla aktörer arbetar även för att integrera Grön Marknadsföring i företaget, men möjligheterna till detta skiljer sig i och med de olika ägandeförhållandena. Slutligen framgår det att alla samarbetar med miljöorganisationer, vilket stärker trovärdigheten utåt mot kund och omvärld.</p> / <p>Purpose: To analyze how the food market industry use Green Marketing, internal and external, to position it self as an environmental friendly company.</p><p>Methodology: This essay is a descriptive study with primary data based from three interviews with different companies in the Swedish food market industry.</p><p>Theory: We have used the model ”Green Marketing Activities at the Three Levels” to find out how the different companies practice Green Marketing. The model is divided into eight areas and three different levels.</p><p>Conclusions: All the companies take a high level of environmental responsibility, but two of them say that they also have a responsibility towards the costumer. Two of the studied companies are more focused on building an ecological brand while the third company is more concentrated to inform the costumer of ecology. However, the study shows that all companies have an inadequate form of marketing in the grocery store to encourage the costumer’s ecological interest. All of them also work to integrate Green Marketing into the company, though the possibilities differ because of different ownerships. The study finally shows that all the companies cooperate with environmental organizations, to enhance credibility towards their costumers.</p>

Abstract Date: 2010-05-28 Authors:        Aamer Shahzad &amp; Syed Nadeem Hussain Shah. Advisor: Mr. Konstantin Lampou Program: M.S. International Marketing Title: If and how environmental friendliness be a profitable marketing strategy in the current recession? A comparative study on managements’ perspectives at two food retailers in Sweden. Problem: During the current recession, consumers are not as much willing to pay more for green but expensive products as were in the past. However, despite this changing consumer attitude, food retailers in Sweden claim their marketing strategy as environmentally friendly. When maximizing profits is considered major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy in the recession period becomes an interesting topic for research. Purpose: The objective of this paper is to get insight on management’s perspectives from large-scale food retailers in Sweden on their choice of environmental friendliness as marketing strategy with respect to profitability in the current recession. Method: This qualitative study utilizes realist approach to research and exploratory research method. Through literature review, a conceptual model was developed for study. Primary data comes from interviews whereas secondary data from websites and annual reports of the companies. Conclusion: The green marketing strategy is profitable even in recession as it is a great source of competitive advantage and numerous profitable opportunities. This commitment to environment in hard times yields favorable reputation and helps companies in developing new products; finding new markets and suppliers; expanding customer-base; improving processes and stores; enhancing efficiency; etc. Key Words: Environmental friendliness, green marketing strategy, food retailers in Sweden, green products, impact of recession, profitability, communication.

Syfte: Att analysera hur dagligvaruhandeln använder sig av Grön Marknadsföring internt och externt för att positionera sig som ett miljövänligt företag på marknaden. Metod: En deskriptiv undersökning med primärdata i form av personliga intervjuer från de tre största aktörerna inom svenska dagligvaruhandeln. Teori: ”Green Marketing Activities at the Three Levels” har används som modell för att ta reda på hur de olika företagen arbetar med Grön Marknadsföring. Modellen är uppdelad i åtta områden och tre nivåer för Grön Marknadsföring. Slutsats: Samtliga företag vill ta ett miljöansvar, men två av tre ser sig även ha ett ansvar att informera och hjälpa kunder till ett bättre handlande. Två av de tre undersökta företagen är mer inriktade på att bygga ett ekologiskt varumärke medan det tredje företaget är mer inriktad på att upplysa om ekologi. Undersökningen visar dock att alla aktörer har undermåligt arbete med marknadsföringen i butik för att fånga upp kunders ekologiska intresse. Alla aktörer arbetar även för att integrera Grön Marknadsföring i företaget, men möjligheterna till detta skiljer sig i och med de olika ägandeförhållandena. Slutligen framgår det att alla samarbetar med miljöorganisationer, vilket stärker trovärdigheten utåt mot kund och omvärld. / Purpose: To analyze how the food market industry use Green Marketing, internal and external, to position it self as an environmental friendly company. Methodology: This essay is a descriptive study with primary data based from three interviews with different companies in the Swedish food market industry. Theory: We have used the model ”Green Marketing Activities at the Three Levels” to find out how the different companies practice Green Marketing. The model is divided into eight areas and three different levels. Conclusions: All the companies take a high level of environmental responsibility, but two of them say that they also have a responsibility towards the costumer. Two of the studied companies are more focused on building an ecological brand while the third company is more concentrated to inform the costumer of ecology. However, the study shows that all companies have an inadequate form of marketing in the grocery store to encourage the costumer’s ecological interest. All of them also work to integrate Green Marketing into the company, though the possibilities differ because of different ownerships. The study finally shows that all the companies cooperate with environmental organizations, to enhance credibility towards their costumers.

The last past years have seen the emergence of some changes in the whole society as well in the concerns than in the behaviour. Indeed, people are now more and more concerned about the ecology and it is in this optic that the researchers have dealed with this thesis. The purpose of this thesis is to provide a new model in order to measure how deep a company is involved in the Green Marketing. In this thesis the authors have leaded a multiple-case study about the automotive industry in order to see how deep are the companies involved in the green marketing, and how the deal with this new kind of marketing. The results showed that the four brands studied are deeply involved in the green marketing and that they plan it and change their processes in order to be more environmental friendly using a lot of different means. This study is a good starting point to implement a green marketing strategy for the companies as until now it was clear about how to become green for a lot of companies.