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Handel via internet har vuxit i rekordfart vilket har lett till fler hemleveranser och därmed fler transporter. Samtidigt ökar behovet av att minska konsumtionens klimatpåverkan. Symboler har varit ett frekvent använt verktyg för att förmedla produkters miljöpåverkan. Hur konsumenter anser att transportens miljöpåverkan sak kommuniceras är ännu ett outforskat område. Syftet med studien är att undersöka hur e-handelskonsumenter anser att kommunikation av miljövänligare transport bör utformas för att det miljövänligare alternativet ska framstå som mer attraktivt. Vidare vill vi undersöka om det finns skillnader och likheter i frågan mellan konsumenter med olika karaktärsdrag och i sådana fall vilka skillnader och likheter. Denna kvantitativa studie antar en deduktiv ansats där undersökningen utformas med tidigare forskning som bakgrund. En tvärsnittsdesign ligger till grund för det empiriska materialet och urvalet är e-handelskonsumenter av dagligvaror. Studiens resultat visar att enligt konsumenterna ska kommunikationen av miljövänligare transport bestå av formatet symbol och informationen ska ta hänsyn till att de motiveras mest av att göra gott för omvärlden och miljön, att ta eget ansvar samt att förstå konsekvenserna av sina val. Det största hindret enligt konsumenterna är pris. Vidare upptäcktes vissa samband mellan konsumenternas karaktärsdrag och vilken kommunikation de anser gör den miljövänligare transporten mer attraktiv. / Introduction Online shopping has grown rapidly which has led to an increased home delivery transportation. At the same time, the importance of decreasing the climate impact from consumption is a fact. Symbols have been a popular tool to communicate the environmental impact of products. The consumers’ opinions regarding how the communication of environmentally friendly transports should be made, is still an unexplored area. Purpose The purpose of the study is to investigate how e-commerce consumers consider that communication of environmentally friendly transportation should be designed to make that option more attractive. Furthermore, we want to investigate whether there may be differences and similarities between consumers with different characteristics and, in such cases, which those are. Method This quantitative study has a deductive approach and the survey was designed upon a foundation of previous research. The empirical material consists of a survey where the selection was ecommerce consumers of groceries. Conclusion This study’s results show that, according to the consumers, communication of environmentally friendly transportation should consist of the format symbol and the information should consider that they are mostly motivated by doing good for their surrounding world, acting responsibly and understanding the consequences of their action. The largest obstacle for the consumers is the price. Furthermore, some relationships were identified between consumer characteristics and what type of communication they consider makes more environmentally friendly transport attractive.

Abstract  Bachelor´s thesis, Enterprising and Business Development, Linnaeus University School of Business and Economics, 2EB01E, VT 2017  Authors: Malin Borg and Emma Hattenhauer Tutor: Dan Halvarsson  Title: ”Is doing good ever good enough?” - a study of Swedish consumers’ perception and attitude towards companies using green marketing. Background: More now than ever are people interested in how they themselves affect the environment and how the companies work green. By implementing a “green marketing” strategy, companies use their environmental work as a marketing tool with different agendas. Some authors claim that this strategy is used in order to find new markets and new consumers while some say that it is a way for companies to encourage further green work to their market shares. Not all green work is however shown to the public, in some cases it is done in the dark in order to lower the external pressure of possible scrutiny, a strategy also called lean or muted greening. Theory explains that in contrast to this muted strategy consumers perceive transparency within a company and its green work highly important, as well as how a green marketing campaign is presented with words and terminology. It is of great important to consider what the consumers demand from a company in order for them to fully succeed with their green marketing campaign and build trust between the company and the consumer.  Purpose: The purpose of this study is to create understanding of Swedish consumers’ perception and attitude towards companies that are using a green marketing strategy. Method: This study uses a deductive approach with a qualitative nature, where words and explanations are of interest and is carried out through eight individual semi-structured interviews with respondents all living in Sweden found through a convenience sampling method. With a used hermeneutic approach the respondents subjective opinions has lead the research in the direction it has taken and further pre-understandings has been created. Conclusion: Through this study it has been found that the main-key to a successful green marketing campaign among Swedish consumers is trust. Without trust towards a company Swedish consumers explain themselves as not believing in green marketing done by a company. Social media is a communication channel that, among Swedish consumers is not perceived credible and should therefore not be used when doing a green marketing campaign. The concept of lean or muted greening is something that 6/8 respondents considered positive while 2/8 felt the opposite, however all considered transparency as a highly important factor in order to not miss trust a company and believing that, if something is hard to find maybe it is not done as presented. Language and terminology are two closely related and much important aspects that need to be clear and easily understood, however not excluding important aspects but rather give further explanations about concepts that might be considered complicated.

Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.

Syftet med denna kvalitativa rapport är att undersöka konsumenters förståelse, trovärdighet och attityd gentemot modeföretags gröna marknadsföring på Instagram. Utifrån det har vi förhoppningar om att våra resultat skall kunna bidra med insikter och kunskap om hur modeföretag kan legitimera sig på Instagram för att öka sin tillförlitlighet från ett konsumentperspektiv. Rapportens empiriska material samlades in genom semi-strukturerade intervjuer. Respondenterna delades in i två kategorier: respondenter med textil kännedom samt respondenter utan textil kännedom. Indelningarna gjordes av anledning att erhålla åsikter och tankar från två olika perspektiv. Sammanlagt utfördes 16 intervjuer som gav oss nödvändig data för vidare analys. Datan analyserades utifrån en analysmodell som utgick från vårt teoretiska ramverk. De aktuella modeföretagen i rapporten var slow fashion företaget FilippaK och fast fashion företaget Gina Tricot. Resultaten från rapporten påvisar att respondenternas trovärdighet samt attityd gentemot modeföretag stärks om den gröna marknadsföringen är tydlig och lättförståelig. Håller den gröna marknadsföringen en allmän grundnivå indikerar det på att fler individer förstår innebörden och inte endast de med bakgrundskunskap inom textil- och modeindustrin. Modeföretag bör således ta i beaktning hur det gröna språket i marknadsföringen kan bli mer tydligt och lättförståeligt för att öka trovärdigheten samt attityden från konsumenter. / The purpose of this qualitative report is to examine consumers' understanding, credibility and attitude towards fashion companies green marketing on Instagram. Based on this, we hope that our results will contribute with insights and knowledge about how fashion companies can legitimize themselves on Instagram to increase their reliability from a consumer perspective. The empirical material of the report was collected through semi-structured interviews. The respondents were divided into two categories: respondents with textile knowledge and respondents without textile knowledge. The divisions were made in order to obtain opinions and thoughts from two different perspectives. A total of 16 interviews were conducted which gave us the necessary data for further analysis. The data were analyzed from an analysis model based on our theoretical framework. The current fashion companies in the report were the slow fashion company Filippa K and the fast fashion company Gina Tricot. The results from the report show that the respondents credibility and attitude towards the companies is strengthened if the green marketing is clear and easy to understand. If green marketing maintains a general basic level, it indicates that more individuals understand the meaning and not only those with background knowledge in the textile and fashion industry. Fashion companies should therefore take into account how the green language in marketing can become clearer and easier to understand in order to increase the credibility and attitude of consumers.

Syftet med den här studien är att undersöka kvinnliga modeintresserade konsumenters medvetenhet kring greenwashing i relation till miljömärkningar inom klädindustrin. Vidare syftar studien till att undersöka hur kvinnliga modeintresserade konsumenter uppfattar ett plaggs hållbarhet utifrån miljömärkningar inom klädindustrin. För att besvara studiens syfte har en kvalitativ metod använts där insamling av empiriskt material genomfördes med hjälp av semistrukturerade intervjuer. Baserat på ett antal kriterier valdes tio modeintresserade kvinnor ut till att delta i intervjuerna som genomfördes via Zoom. Studiens resultat påvisar bristande kunskap om begreppet greenwashing vilket tyder på att respondenterna därmed inte är medvetna om greenwashing i relation till miljömärkningar inom klädindustrin. Vidare resulterade studien även i att kvinnliga modeintresserade konsumenter till stor del uppfattar plagg märkta med miljömärkningar som hållbara. Däremot varierar konsumenternas uppfattning om pålitligheten av de olika märkningarna. Vår studie visar att ungefär lika stor andel respondenter uppfattar plagg märkta med certifierade miljömärkningar, såväl som icke-certifierade miljömärkningar, som mer pålitliga. Oavsett märkningens upplevda pålitlighet uppfattade alla respondenter, trots detta, att märkningen bidrog med en känsla av hållbarhet. / The purpose of this study is to examine the awareness of greenwashing in relation toenvironmental labels in the clothing industry, among female fashion-interested consumers.Furthermore, the study aims to investigate how female fashion-interested consumers perceivethe environmental sustainability of a garment based on environmental labels in the clothingindustry. To answer the purpose of this study, a qualitative method was used where thecollection of empirical data was carried out by semi-structured interviews. Based on anumber of criteria, ten fashion-interested women were chosen to participate in interviewsconducted via Zoom.The result of the study demonstrates a lack of knowledge regarding the term greenwashing,which indicates that the respondents also lack awareness of greenwashing in relation toenvironmental labels within the clothing industry. Furthermore, the study demonstrates thatfashion-interested consumers perceive environmental labelled clothing as sustainable.However, the perception of reliability of the various labels varies among the respondents. Ourresult indicates that about half of our respondents perceive environmental labels certified bythird parties as the most trustworthy. Whereas the other half of the respondents perceivenon-certified environmental labels as more reliable. Irrespective of the perceived reliability ofthe environmental label, all respondents agreed that the environmental label in some waycontributed to a feeling of sustainability. This thesis is written in Swedish.

The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value ​​for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value ​​for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value ​​should be combined with other more basic values ​​that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value ​​can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value ​​and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.

Growing number of SME restaurant and unsustainable food consumption creates a paradoxicaltension in the society from “Environmental sustainability” perspective. This paradoxicaltension requires every organizations to reduce their ecological footprint through minimizingits environmental effects. In Sweden, KRAV, a non-profit organization that sets organicagriculture standards, oversees certification for a variety of industry members, includingrestaurants. Previous research has focused on only CSR issues and only large multinationalfood chains rather than SMEs. While SME restaurants are less powerful on their own but theircollective impact on the environment and society is tremendous. Guided by qualitative data inthe form of semi-structured interviews were collected from SME sushi restaurant owners inUmea, Sweden. Firstly author has identified the motives of owners toward “environmentalsustainability” such as packaging, waste management, procurement, and environmentalcertification. Environmental certification has further classified into two motives one is basedon morality and another one is based on profitability & morality. Secondly, author furtherdiscussed the environmental certification that is based on both morality & profitability into twodimension such as “profitability” & “Legitimacy”. Thirdly, author represent the role of greenmarketing to achieve these two dimensions along with its benefits and challenges. Benefits andchallenges were discussed based on both “environmental certification (KRAV) and “Greenmarketing” perspective. Benefits such as “New customer segment”, “Brand loyalty”,“Competitive advantage” and “higher profitability” in the long run have been identified.Moreover, “Lack of awareness”, “attitude- behavior gap”, “inadequate use of technology”,“costly”, “SME restaurant type”, “unavailability”, “strict rules and restriction” and“insufficient financial investment” have been found as a major barriers or challenges to achieveKRAV certificate (environmental certification) and overall “Environmental sustainability”.With the help of a comprehensive literature review, the motivations and challenges of theseparticipants were identified and explored using a conceptual framework based on“Environmental sustainability” and “Green marketing”.

La presente investigación se concentra en conocer como uno de los atributos de un green product, como el packaging, es de suma importancia al momento de establecer la relación con la confianza que el consumidor busca al momento de comprar un producto eco amigable, ya que es lo primero que verán en el punto de venta o por alguna plataforma digital. La tendencia de optar por productos que tengan un impacto positivo para el medioambiente empezó a inicios de los noventas. Esta tendencia se conoce como green marketing y tiene como objetivo que las empresas creen, produzcan y promuevan un tipo de producto, con un impacto positivo en el medio ambiente y satisfacer las necesidades de los consumidores. Es asi como nace un green product, un artículo producido con propósito ambiental incluso hasta la última etapa del ciclo de vida de este. Parte importante de un green product es el packaging que también debe cumplir con la promesa de ser pro Ambiental. Este empaque debe generar seguridad y confianza a los consumidores, ya sea a través del diseño, materiales o certificaciones que avalen que es un producto 100% ecológico. La importancia del empaque genera, como se mencionó líneas arriba, una relación de confianza de la marca con el consumidor, ya que es a través de este atributo se puede generar expectativas sobre si tiene un desempeño ambiental o no. / This research focuses on knowing how one of the attributes of a green product, As the packaging, It is of utmost importance when establishing the relationship with the trust that the consumer looks for when buying an eco-friendly product, since it is the first thing they will see at the point of sale or through a digital platform. The trend to opt for products that have a positive impact on the environment began in the early 1990s. This trend is known as green marketing and its objective is that companies create, produce and promote a type of product, with a positive impact on the environment and satisfy the needs of consumers. This is how a green product, an item produced with an environmental purpose even up to the last stage of its life cycle. Important part of a green product is its packaging which must also fulfil the promise of being pro environmental. This packaging must generate security and confidence in consumers, either through the design, materials or certifications that guarantee that it is a 100% ecological product. The importance of packaging generates, as mentioned above, a relationship of trust between the brand and the consumer, since it is through this attribute that expectations can be generated about whether it has an environmental performance or not. / Trabajo de investigación

The fast fashion companies are growing with their cheap and trendy clothing, promoting people to adapt to new trends and to consume. At the same time, many fast fashion companies have started to advertise sustainable strategies which are communicated though social media. The aim of this research is therefore to investigate social media as a channel for fast fashion companies to communicate sustainable fashion advertisement, by looking at the Swedish market and the generation Y. A qualitative method was used, and the data was collected though semi-structed interviews. The conclusion of this study is that social media as a channel for fast fashion companies to communicate sustainable fashion advertisement, is not that effective, at least not how it is used to today. The sustainable advertisement on social media is not making the consumers of generation Y to purchase sustainable and the messages and content they communicate is not affecting generation Ys intention to purchase sustainable clothing. The communication from fast fashion companies regarding sustainable advertisements on social media should either be revised in order to meet the consumers demands, or to use another media channel to reach generation Y.