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Small green farm shops on the countryside and their green marketing strategies: A cross case study of how and why small green Swedish farm shops work with green marketing strategies to interact with potential customers
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2017 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 240 hpStudentuppsats (Examensarbete)
Abstract [en]

This thesis examines how small green Swedish farm shops are using green marketing and why customers are buying from small green farm shops. To examine this, two farm shops were chosen based on specific criteria; Gudmundsgården and Skrea Ost. The owners were interviewed about their marketing strategies and a questionnaire were handed out to their customers, regarding their attitudes towards green products and farm shops, in order to collect data from two perspectives and compare the farm shops’ perspective to the customers’ perspective. Both interviews resulted in similarities and differences between the farm shops regarding different marketing strategies and approaches, where customer relationships were the most important one. From the customers’ perspective, it was concluded that if a product was considered green, the green customers did not care much about the location of the farm shop or the price of the product. They are willing to drive further and pay more if they know that there are no additives in the product and that it has lower environmental harm. The research contributes with new knowledge about small green farm shops in Sweden, their marketing strategies and the importance of relationships.

Ort, förlag, år, upplaga, sidor
2017. , s. 79
Nyckelord [en]
marketing mix, farm shop, green marking, green customers
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hh:diva-34084OAI: oai:DiVA.org:hh-34084DiVA, id: diva2:1108378
Ämne / kurs
Marknadsföring
Handledare
Examinatorer
Tillgänglig från: 2017-07-17 Skapad: 2017-06-12 Senast uppdaterad: 2017-07-17Bibliografiskt granskad

Open Access i DiVA

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Akademin för ekonomi, teknik och naturvetenskap
Företagsekonomi

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