The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. This changing trend of consumer behavior has also driven the businesses to act accordingly and introduce sustainability within business process including production, offerings and distribution with an objective of protecting environment. Apart from the environmental benefits, getting involved in the environmentally friendly activities also enable the businesses to enjoy higher profit margins, positive brand image, higher employee commitment and above all competitive advantage. Current literature shows that, because of enormous benefits businesses are also getting involved in transforming sustainable consumption through different marketing activities to avoid poor sales of green products. Brand generated contents, defined as contents shared and controlled by the business itself on its owned or earned platforms, is often used by the marketers and businesses to share information or justifying premium pricing of green products. The primary purpose of this study is to develop insights and understand the relationship between different factors driven by brand generated contents and green purchase intention. The study is implemented by a quantitative study where 156 respondents have shared their perceptions and thoughts related to different factors of brand generated contents on social media platforms that they perceive to influence their purchase intentions to green products. Even though green consumerism and green purchase intention is not a new concept within field of research, connecting it with brand generated content is a completely new phenomenon. Existing literature suggests that researchers have tried to measure the green purchase intention mostly based on uncontrollable factors by marketers or different traditional consumer theory. Some other researchers have also tried to connect green purchase intention with user-generated content completely overlooking its counterpart, brand generated content. Five constructs have been developed based on existing literature: knowledge awareness, perceived concern for environment, perceived product value, attitude and trust of contents. A survey questionnaire was developed with three sections- demographic section to comprehend the respondents, behavioral section to understand purchase behavior of respondents related to green products and final section to understand the perception of consumers. The finding demonstrates interesting insights with perceived concern for environment and attitude to be positively significant and trust of content to be negatively significant to green purchase intentions. However, the finding is believed to assist the marketing practitioners and businesses to develop marketing strategies for green products and develop contents accordingly. Furthermore, the study aims to contribute theoretically within the field of brand generated content and green purchase intention by filling the gap and linking each other. Finally, the study has significant potential of contributing to society by helping in promoting environmentally friendly products and protecting the environment.

Title: Is fat the new skinny? A study on weight and perception of models in green marketing. Date: 2018-05-22 Level: Bachelor Thesis in International Marketing Author: Oskar Wagrelius & Sara Eriksson Supervisor: Ulf Aagerup Problem formulation: How does the perceived weight and warmth/competence of a model in green marketing affect sales through perceived greenness and attractiveness? Purpose: The purpose of this study is to increase the knowledge, for brands being green, about how the choice of models in their advertisement will impact the brand's perception and affect greenness, attractiveness, and sales. The goal is to understand if the choice of a diverse model (considering weight) might be more effective considering green marketing and brands who want to be perceived as warm and/or competent. Theoretical framework: In this thesis, the theoretical framework is made up of existing theories on brand positioning, brand identity, consumer behavior, the perception of people and the usage of models. Methodology: This thesis is conducted with a deductive approach through a quantitative study made up of 131 respondents since non-coffee drinkers and non-coffee buying respondents as well as, non-Swedish people were excluded from participating. A total of 160 people responded to the online survey. The groups were randomized as to which one of four different surveys they got to answer. Secondary sources are scientific articles and books, journals as well as websites since the topic is in an academic viewpoint under-researched. Empirical findings: This thesis and its findings consist of an analysis of the quantitative study which is presented through theoretical models, figures, diagrams and tables as well as text. Conclusion: The findings in this thesis shows that green products have a higher purchase propensity than neutral products. Therefore the first assumption is considered to be true. The second and third assumptions are however falsified through the findings that a brands (being either warm or competent) choice of model will not affect the perceived greenness, attractiveness or sales.

Text in English / Supply chains incorporate “green” principles in their processes to promote environmental sustainability. Through an online survey, this study investigated green supply chain management (GSCM) implementation and employee awareness of GSCM initiatives in five starch and glucose processing companies in Gauteng. Eighty employees working in management and supervisory positions participated in the study by completing an online questionnaire. The research findings indicated that employees are aware of environmental goals and targets, environmental policies, legislation and standards, and green designing initiatives implemented. Employees perceive that collaboration with suppliers and contractors on environmental issues is in place, however, government partnerships are perceived as being insufficient. Benefits of green marketing campaigns and GSCM initiatives have not been identified. The study noted resistance to change, lack of adoption of technology advancement, insufficient communication and training, and cost implications as barriers hindering GSCM success. It is, therefore, recommended that appropriate support and communication regarding GSCM initiatives are strengthened. / College of Agriculture and Environmental Sciences / M. Sc. (Environmental Management)