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SUSTAINABILITY MARKETING COMMUNICATION
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2018 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
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.

sted, utgiver, år, opplag, sider
2018.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-37024OAI: oai:DiVA.org:hh-37024DiVA, id: diva2:1217418
Veileder
Tilgjengelig fra: 2018-08-03 Laget: 2018-06-13 Sist oppdatert: 2018-08-03bibliografisk kontrollert

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