People in Sweden have become more aware and interested in environmental issues. This has led to an increased demand for environmental friendly food products. Previously the price often determined if a customer bought the product or not. During the recent years internet has become a more widely used media than ever before. This has led to that inter-net is one of the important tools to gather information and knowledge, among other things environmental issues. With such aspects in mind the authors found it interesting to investigate if companies could use internet as a marketing tool for environmental friendly products. Therefore the purpose of this thesis is to: investigate if and how companies display environmental friendliness in their marketing strategy and how it is presented on their company webpage’s. In order to fulfil the purpose five general dealer’s home and webpage’s were examined. As a supplementing research one store for each of the five general dealers were visited and ex-amined. The used theoretical framework is focused on value and green marketing. How to create a specific value is often the core when formulating and creating a strategy for a company. Green marketing is such marketing that include environmental concerns in the marketing offers. The sales of ecological food has increased and according to SCB (2006) represented 6 Billions in revenue between 2004 and 2005. The literature indicates that green marketing have to change and become more like conventional marketing, in order to reach the larger consumer segments. As a supplement to this theory, a section with home and webpage de-sign and chromatics are added. The analysis and conclusion showed that there were some differences in how the re-searched companies used green marketing. Two of the companies used their webpage’s and displayed environmental awareness, while two had a clear focus on price. One company had a health focus. It was also found that there are differences between the messages and information on the home and webpage’s, compared to the findings in the stores. What also was found was that green marketing not only should target the already green consumers, but instead aim at the larger consumer segment. To do this green marketing should become more like conventional marketing and not only focus on the product, but also other value factors. The findings also suggest that the companies could use their home and webpage’s to a higher extent than they do today.

Purpose: The main research objective is to identify how an organization is using a CSRstrategy to gain a competitive advantage Method: The selected research method is a descriptive method followed by an inductive one.Secondary data has been collected from books at Halmstad University’s Library and academicjournals and other articles founded in the University’s Databases. Primary data has beenobtained through an interview carried out with the head manager of Coop Halmstad, JorgenWestman. Theoretical framework: We firstly define in details the concepts of Corporate SocialResponsibility and its three aspects which are Economic, Social and Environmental. Thedescription of the concept of competitive advantage and how to obtain a sustainablecompetitive advantage. Finally, food retailers are defined. Conclusion: A summary of the findings obtained from our study is posted. Another summaryto point out the bounds between corporate social responsibility and competitive advantage.The limitations of the study as well as some suggestions for further researches are added inthis section

<p>People in Sweden have become more aware and interested in environmental issues. This has led to an increased demand for environmental friendly food products. Previously the price often determined if a customer bought the product or not. During the recent years internet has become a more widely used media than ever before. This has led to that inter-net is one of the important tools to gather information and knowledge, among other things environmental issues.</p><p>With such aspects in mind the authors found it interesting to investigate if companies could use internet as a marketing tool for environmental friendly products. Therefore the purpose of this thesis is to:</p><p>investigate if and how companies display environmental friendliness in their marketing strategy and how it is presented on their company webpage’s.</p><p>In order to fulfil the purpose five general dealer’s home and webpage’s were examined. As a supplementing research one store for each of the five general dealers were visited and ex-amined.</p><p>The used theoretical framework is focused on value and green marketing. How to create a specific value is often the core when formulating and creating a strategy for a company. Green marketing is such marketing that include environmental concerns in the marketing offers. The sales of ecological food has increased and according to SCB (2006) represented 6 Billions in revenue between 2004 and 2005. The literature indicates that green marketing have to change and become more like conventional marketing, in order to reach the larger consumer segments. As a supplement to this theory, a section with home and webpage de-sign and chromatics are added.</p><p>The analysis and conclusion showed that there were some differences in how the re-searched companies used green marketing. Two of the companies used their webpage’s and displayed environmental awareness, while two had a clear focus on price. One company had a health focus. It was also found that there are differences between the messages and information on the home and webpage’s, compared to the findings in the stores. What also was found was that green marketing not only should target the already green consumers, but instead aim at the larger consumer segment. To do this green marketing should become more like conventional marketing and not only focus on the product, but also other value factors. The findings also suggest that the companies could use their home and webpage’s to a higher extent than they do today.</p>

Research question: How has the presence of PT employees affected the role of managers in the Swedish food retail business? Research purpose: The purpose of this paper was to describe the change that accompanies part-time employment from a management perspective, and particularly, describe how the presence of part-time employment has influenced the role of the manager within the Swedish food retail business. Conceptual framework: The main focused in this chapter is directed towards the role of managers. The basis of the conceptual framework consist of the model developed by Mintzberg including the ten managerial roles and Quinn's eight leadership roles and how the presence of PT employments might affect these roles. Methodology: In this paper, the authors adopted a qualitative design and used narrative inquiry as a research strategy in order to gain a deep understanding of the context. Semi- structured interviews have been collected through a self-selection sampling and the total number of participants was ten. Conclusions: Based on the findings of this paper the presence of PT employees have not influenced and changed the role of managers. The changes that have influenced and caused the change of the role of the managers constitutes of the increased workload, the delegations of tasks and responsibilities, changed positions, the change of the organisational structure of the individual store, and the increased workforce.

This case study presents the factors that define a sustainable entrepreneurship in theory and how a sustainable business can be presented in practice. The questions that will be answered are: (1) How do Oatly and Saltå Kvarn implement sustainable practices within their organisations? (2) How do the representatives of Oatly and Saltå Kvarn perceive the impact that sustainable practices have on business results? (3) How do the representatives of Oatly and Saltå Kvarn use sustainability to create innovation? (4) How are attitudes and values related to the organisation of sustainable practices in Oatly and Saltå Kvarn? Also, I will present how different practices of sustainable business is related to each other and how it can be implemented in theory. To retrieve as much useful information as possible I have collected material by conducting a literature study and semi-structured interviews with one representative from Oatly ab and one representative from Saltå Kvarn ab. The interviews aim to give the reader of this thesis an in-depth and detailed perspective of the chosen organisations. I conduct a qualitative research method where my aim is to present an exemplification of the subject and provide the reader with a deep analysis of the chosen companies in the paper. There are several motives behind why a company choose to move in a more sustainable direction and therefore engage in some practices. There might be a strong value based core at the foundation of the business or it can be a reaction of the trends in society. The reasons are many, and it is possible to see the different engagements in different levels of socio-economic management thinking. Businesses that are engaged in single issues can be defined as mere philanthropy or a compliance issue. Corporations that have taken their engagements one level further see their responsibilities related to their core business. That is, it is integrated within their business model. These firms can engage in explicit responsibility management or integrative business models. The thesis is concluded in the definition of sustainable entrepreneurship where the business itself contributes to urgent societal as well as ecological challenges by having it in their core competences. By having this new innovative approach, the sustainable entrepreneurship at its finest would increase value for business as well as increased value for society by fostering social innovations.

Due to an increasing global population and changes in diets the impact of food consumption on the world’s ecosystems and their services has become more significant. The purpose of this project has been to investigate how the impact on ecosystem services from Swedish food consumption has changed over time and if this development is sustainable or not. A quantitative assessment of six different environmental impact factors has been carried out for each food category. The project clarifies how Swedish food consumption has developed since the 1960s, the origin of the food that has been consumed, which processes that affect the environment as well as the consequences from these impacts. The result showed that Swedish food consumption has increased considering quantity, that the consumption pattern has changed, and that the import of goods has increased since the 1960s. The average Swede eats more animal-based products such as meat, cheese and cream, along with more vegetable-based products such as fruit and berries, and vegetables. Instead, products such as milk and soured based products has decreased, while products made from flour and grains has stayed unchanged. The project shows that animal-based products, especially from ruminant animals, has a significantly higher ecological footprint in comparison with vegetable-based products, concerning most of the categories mentioned above. Considering that the swedes eat more animal-based products today than in the 1960sthefollowing conclusion, that the Swedish impact on ecosystem services has increased since the 1960s even though food production has become more efficient, could be drawn.

Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image   Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.   Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.

Food system is complex and encompasses stakeholders from local, regional, and global level. The activities and outcomes of the food system are associated with environmental, economic, and social impacts. Due to the growing population, and urbanization, along with the fact that global food system contributes up to 30% of anthropogenic GHG emission, one of the main contributors to climate change, a sustainable food system that could meet the food demand in the urban areas is in need. Therefore, high-tech urban agriculture (HTUA) that uses advanced technologies and enables food production in a controlled environment is seen as a promising solution, which remains niche in Sweden. This study adopted the sustainable food system approach and used the theory of multi-level perspective (MLP) on sustainability transitions to explore this technology-driven transition and identify the challenges and opportunities in developing HTUA in Sweden. Through the analysis of five Swedish policy documents and interviews with four HTUA initiatives in Stockholm, three main aspects are identified: 1) external context; 2) policy environment; and 3) communication and influence, which are independent but also interconnected. According to the findings, the global environment and Swedish context, such as climatic condition and Swedish consumption, provide HTUA an opportunity to develop. The findings also suggest that though the characteristics of HTUA initiatives and the priorities within the Swedish policy environment have overlapping traits, the policies are not effectively translated into practice and thus making it challengeable to develop HTUA in the long run. Implementing more strict restrictions and regulations on the external price, providing an easier access to urban space, simplifying the procedure for the financial support, raising public awareness towards HTUA, and bridging the knowledge gap among all stakeholders through collaborations and partnerships are suggested to reduce the risk of initiating HTUA. However, further research is still required to understand the potential of HTUA in the transformation towards a sustainable food system.

The food industry is one of the main contributors to anthropogenic emissions of greenhouse gases. The greatest impact is caused by production of animal-sourced foods. To reduce the planetary burden, a dietary shift from animal-based to more plant-based foods is necessary. Policy interventions are tools to achieve such a shift. For policies to be successful, acceptability is a crucial component. Several variables such as age, gender, education level, and geographical residence have previously been identified as decisive for policy acceptability. The aim of the present research is to go beyond these findings and obtain a deeper understanding of acceptability of policy proposals for reduced consumption of animal-sourced foods. Qualitative interviews with Swedish citizens were conducted to investigate which factors influence high respective low policy acceptability. Results indicate that environmental concern, exposure to plant-based foods, perceptions of others’ views, and environmental norms are crucial factors shaping policy acceptability, as these mediate several other critical factors. The discussion pointed out beliefs about the sufficiency of plant-based foods and the necessity of meat, ideas about consumers of plant-based foods as radical, and perceived effectiveness and fairness of the policies to be entry points for increasing policy acceptability, as these beliefs are theoretically established to be susceptible to change. Insights from the research can be used for policy design and communication efforts. The study offers recommendations to communicate the sufficiency and healthiness of plant-based foods, to frame its consumers in a more inclusive and appealing way for meat and dairy consumers to identify with, and to expose the policy tradeoffs by contrasting them with the environmental cause. / Mistra Food Futures WP7

Global food production places significant demands on the environment, contributing to climate change and environmental degradation. The transition to sustainable production and consumption systems is therefore critical in meeting the food demands of growing populations while preserving the ecosystem. Supermarkets, as intermediaries between suppliers and consumers, play an important role in promoting sustainable consumption. However, their profit-driven nature has frequently stifled genuine change. The use of tools, such as life cycle assessment (LCA) has recently boomed in the food industry to help combat negative effects of food production. However, the complexity and variability of food production, as well as the tools’ technopolitical considerations, complicate their application to the food value chain, requiring a critical approach. The thesis explored the intersection of these two topics, specifically the sustainability initiatives of Swedish supermarkets and the role of the life cycle perspective in them. The study found that the life cycle perspective does not currently play a significant role in Swedish supermarkets’ sustainability initiatives, with applications primarily limited to generic carbon footprint data. Furthermore, supermarkets were found to promote a weak model of sustainable consumption, with their transformative potential limited by consumer demand and the desire for profit. Nonetheless, the findings revealed a shift in retailer attitudes relative to previous research, with greater recognition of their responsibility and sustainability initiatives in procurement. While more comprehensive and drastic approaches are required for the long-term transformation of the food value chain, shared initiatives and increased standardisation show promise in bringing actors together to achieve this goal. / Den globala livsmedelsproduktionen ställer stora krav på miljön och bidrar till klimatförändringar och miljöförstöring. Övergången till hållbara produktions- och konsumtionssystem är därför avgörande för att möta den växande befolkningens efterfrågan på livsmedel samtidigt som ekosystemet bevaras. Stormarknader, som mellanhänder mellan leverantörer och konsumenter, spelar en viktig roll för att främja hållbar konsumtion. Deras vinstdrivande natur har dock ofta hämmat verklig förändring. Användningen av verktyg som livscykelanalys (LCA) har på senare tid ökat kraftigt inom livsmedelsindustrin för att bekämpa negativa effekter av livsmedelsproduktionen. Men livsmedelsproduktionens komplexitet och variabilitet, liksom verktygens teknopolitiska överväganden, komplicerar deras tillämpning på livsmedelsvärdekedjan och kräver ett kritiskt förhållningssätt. Avhandlingen undersökte skärningspunkten mellan dessa två ämnen, särskilt svenska stormarknaders hållbarhetsinitiativ och livscykelperspektivets roll i dem. Studien visade att livscykelperspektivet för närvarande inte spelar någon betydande roll i svenska stormarknaders hållbarhetsinitiativ, med tillämpningar som främst är begränsade till generiska koldioxidavtrycksdata. Dessutom visade det sig att stormarknaderna främjar en svag modell för hållbar konsumtion, där deras omvandlingspotential begränsas av konsumenternas efterfrågan och önskan om vinst. Resultaten visade dock på en förändring i återförsäljarnas attityder i förhållande till tidigare forskning, med ett större erkännande av deras ansvar och hållbarhetsinitiativ inom upphandling. Även om det krävs mer omfattande och drastiska tillvägagångssätt för en långsiktig omvandling av livsmedelsvärdekedjan, är gemensamma initiativ och ökad standardisering lovande när det gäller att föra samman aktörer för att uppnå detta mål.