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.
2011. , 86 p.