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The Green Marketing Mix and its influence on organic (green) food consumption: A study from the food retailer perspective
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.

Place, publisher, year, edition, pages
2019. , p. 63
Keywords [en]
green marketing mix, green product, green price, green place, organic food consumption, green consumers, non-green consumers.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-37670OAI: oai:DiVA.org:miun-37670DiVA, id: diva2:1369841
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Available from: 2019-11-13 Created: 2019-11-13 Last updated: 2019-11-13Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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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
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  • asciidoc
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