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SUSTAINABILITY MARKETING COMMUNICATION
Halmstad University, School of Business, Engineering and Science.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

ABSTRACT

Title: Sustainability marketing communication

Student: Audrey Maria

Supervisor:Venilton Reinert

Purpose of the study: Understand how the companies build their communication message to achieve their sustainable positioning.

Research Question: How today’s companies integrate sustainability in their communicationmessage to position themselves as a sustainable company?

Method: This study uses a qualitative approach that analyses 3 different case studies of business to consumer (B2C) companies.The empirical data have been collected witha content analysis of the companies’ communication activities.

Results and Recommendations: This study shows how it is important for companies to communicate about their sustainable activities and values, to be relevant, transparent and credible towards the target. This can be done by using communication channels in an integrated way and avoiding negative appeals in the message content.

Keywords:Sustainability Marketing Communication, Sustainability, Message content, Promotion mix.

Place, publisher, year, edition, pages
2018.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-37024OAI: oai:DiVA.org:hh-37024DiVA, id: diva2:1217418
Supervisors
Available from: 2018-08-03 Created: 2018-06-13 Last updated: 2018-08-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf