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The new age of Green Marketing in Swedish forestry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The adoption of Green Marketing within the Swedish forest industry has raised questions as to why there has been an increase in implementation of the concept, and what the results have showed. After conducting eight semi-structured qualitative interviews with companies involved with forestry in Sweden, this paper has been able to showcase an in-depth analysis. The companies interviewed include a forest owner, five forestry companies, a packaging company, and a lobby initiative in Sweden. This has allowed the research to explore different perspectives in the forest industry. The answers derived from the interviews were for the most part in correlation to each other, and highlighted the similar ways to approaching Green Marketing within the Swedish forest industry. Public concern, governmental regulations, and opportunity to form strong relationships were all seen as reasonings behind the usage of Green Marketing. The Swedish forest industry has done very well in avoiding many Green Marketing mistakes, and has also showcased a strong effort in following what is known as the ‘Golden Rules of Green Marketing’.

Place, publisher, year, edition, pages
2018. , p. 70
Keywords [en]
Green Marketing, Green Marketing Strategies, B2B, Swedish Forestry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76450OAI: oai:DiVA.org:lnu-76450DiVA, id: diva2:1228263
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Presentation
2018-05-31, 20:49 (English)
Supervisors
Examiners
Available from: 2018-06-28 Created: 2018-06-27 Last updated: 2018-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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