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  • 1.
    Arikan, Tuncay
    et al.
    Södertörn University College, School of Business Studies.
    Hallén, Christina
    Södertörn University College, School of Business Studies.
    Grön marknadsföring: Miljöengagemang som konkurrensverktyg?2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: The purpose is to describe and analyze how micro-clothing companies manage green marketing.

     Method: Qualitative method based on four interviews.

     Theory: “Corporate Social Responsibility”, “Ammenbergs’ enviromental stratergies”, “The Green Marketing Strategy Matrix”, “Green marketing fundamental feature”.

    Conclusions: The micro-companies included in this study share a common interest and commitment to environmental issues, though the extent of their efforts varies significantly. The companies who do not produce garments themselves follow the guidelines of environmental organisations. As many companies have different views regarding what “environmental friendly” really implies, the true value of such concepts is relatively arbitrary. The integration of environmental work into the marketing is essential for all of the companies studied. In order to enhance the image of the company, all marketing comprises environmental friendly values, mainly through the usage of environmental friendly labels. Marketing campaigns often make use of concrete environmental information in order to communicate the company’s credibility and reputation, as well as to inform consumers of the importance of environmental issues and need for a sustainable society. The methods of doing this are ingenious as one wishes to express a sense of creativity and a new approach of doing business. Marketing of this kind is also cost-effective, which often is of considerable importance for micro-companies. Opinions differ concerning the need for environment targeted marketing on the Swedish market today, though there is a unanimous view that this will be necessary and even unavoidable in the long run. Green marketing is generally viewed as a strategy for diversifying oneself from the crowd to receive competitive benefits on the market. Companies expect an improved reputation amongst consumers by using green marketing as a tool for communication; not to deal with potential environmental risks.

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