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Is fat the new skinny?: A study on weight and perception of models in green marketing
Halmstad University, School of Business, Engineering and Science.
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]

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.

Place, publisher, year, edition, pages
2018. , p. 92
Keywords [en]
Green marketing, brand positioning, brand personality traits, green products, attractiveness, sales, purchase propensity, warmth, competence, weight, model, thin, overweight, obesity, ecological, environmentally friendly
Keywords [sv]
Grön marknadsföring, varumärke, positionering, varumärkespersonlighet, gröna produkter, attraktivitet, köpbenägenhet, konsumentbeteende, värme, kompetens, modell, vikt, övervikt, smal, ekologiskt, miljövänlig
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-37102OAI: oai:DiVA.org:hh-37102DiVA, id: diva2:1220220
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-18 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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