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Is fat the new skinny?: A study on weight and perception of models in green marketing
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2018 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

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.

Ort, förlag, år, upplaga, sidor
2018. , s. 92
Nyckelord [en]
Green marketing, brand positioning, brand personality traits, green products, attractiveness, sales, purchase propensity, warmth, competence, weight, model, thin, overweight, obesity, ecological, environmentally friendly
Nyckelord [sv]
Grön marknadsföring, varumärke, positionering, varumärkespersonlighet, gröna produkter, attraktivitet, köpbenägenhet, konsumentbeteende, värme, kompetens, modell, vikt, övervikt, smal, ekologiskt, miljövänlig
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hh:diva-37102OAI: oai:DiVA.org:hh-37102DiVA, id: diva2:1220220
Ämne / kurs
Företagsekonomi
Utbildningsprogram
Internationella marknadsföringsprogrammet
Handledare
Examinatorer
Tillgänglig från: 2018-06-18 Skapad: 2018-06-18 Senast uppdaterad: 2018-06-18Bibliografiskt granskad

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