hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
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
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 240 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2017. , 79 p.
Keyword [en]
marketing mix, farm shop, green marking, green customers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-34084OAI: oai:DiVA.org:hh-34084DiVA: diva2:1108378
Subject / course
Marketing
Supervisors
Examiners
Available from: 2017-07-17 Created: 2017-06-12 Last updated: 2017-07-17Bibliographically approved

Open Access in DiVA

fulltext(1006 kB)43 downloads
File information
File name FULLTEXT02.pdfFile size 1006 kBChecksum SHA-512
c005aa0f5620787df52db7c8151532ea2b926901f003b7c6f1aeab201ed971c651d1f077f5e05c83ca091a6f5a888e4d0a0d88311bc382644783600f1803ab50
Type fulltextMimetype application/pdf

By organisation
School of Business, Engineering and Science
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 43 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 85 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf