Green Marketing: An analysis of Green Marketing Campaigns
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Sustainable developmentSustainable Development/Sustainability is used as a subject keyword for the thesis
This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.
Place, publisher, year, edition, pages
green marketing, transparency, Patagonia, Klättermusen, green washing, green consumption, green marketing five “I’s”, green marketing three “C’s”, green marketing grid.
IdentifiersURN: urn:nbn:se:hb:diva-5429OAI: oai:DiVA.org:hb-5429DiVA: diva2:885759
Subject / course