hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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
Handla hos oss - så klimatkompenserar vi!: Hur stora välkända företag påverkar sina konsumenters inställning mot deras varumärke med hjälp av grön marknadsföring och CSR.
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Shop at us – and we’ll carbon offset! – How large and well-known companies affect consumers feelings towards their brand by using green marketing and CSR.

Authors: Emilie Jäfvert & Carolin RuthbergAdvisor: Christine TidåsenLevel: Bachelor thesis in Marketing, (15 Swedish credits), Spring 2011

Keywords: Green marketing, CSR and branding.

Question: How do large and well known companies affect their customer’s view towards their brand by using green marketing and CSR?Purpose: The purpose of this thesis is to investigate how high consumer’s value companies who works with green marketing and CSR, and also to find out how it affects the company brand.

Method: We have chosen to do a qualitative research with a deductive approach. We have done five open interviews with companies and ten open interviews with consumers to conduct our research.

Theoretical framework: Our theoretical framework includes four different areas; CSR- Corporate Social Responsibility, green marketing, brands and consumers. These sub-chapters include theories that will help the reader get a better understanding of the areas.

Empirical studies: We have gathered empirical data by multiple open interviews. Two of the five interviews with the companies were face-to-face, two via email and one over the phone. All of our consumer interviews were over the phone.

Conclusion: Our conclusion of the research is that green marketing and CSR affects consumers very much indeed, which also has an effect on the company’s brand. Though there are several barriers between the brand and consumer that complicates the communication between brand (company) and consumers. It isn’t just the consumers’ buying decision that is affected, it’s foremost the consumers feelings towards the company’s brand image that is affected.

Place, publisher, year, edition, pages
2011. , 86 p.
Keyword [sv]
marknadsföring, CSR, grön marknadsföring, konsumentbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-16188OAI: oai:DiVA.org:hh-16188DiVA: diva2:439748
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-09 Created: 2011-09-08 Last updated: 2011-09-09Bibliographically approved

Open Access in DiVA

Handla hos oss - så klimatkompenserar vi!(1262 kB)465 downloads
File information
File name FULLTEXT01.pdfFile size 1262 kBChecksum SHA-512
23eef2ed45ee3c5f71c4ee7f7aa7033a2913b9e56622963c8e17b82cec731b5562150ceca80fec7cfa0eb2ae8b0fd23889a66df18476857e2a36d88c850d7281
Type fulltextMimetype application/pdf

By organisation
School of Business and Engineering (SET)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 465 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

Total: 615 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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