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Sustainable marketing communication: With a focus on sustainability and certified labels within the grocery store sector
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: The aim of the study is to investigate how certified labels are being communicated through sustainable marketing within the grocery store sector.

Research Question: How can the grocery store sector use sustainable marketingcommunication in order to contribute to a wider knowledge regarding sustainabilityand certified products?

Method: The study is of qualitative character, with a combination of an inductive and deductive approach. The empirical data has been collected through five semi-structured interviews and one telephone interview.

Result and conclusion: Sustainable marketing communication can contribute with an increased knowledge regarding sustainability when communicating and defining the term in an easy and clear way which makes it possible for anyone, no matter age or education, to understand what sustainability means. Regarding certified labels, sustainable marketing communication can contribute with an increased knowledge by creating an interest for the label in question. This can be achieved by defining the certified labels brand image by clear and accurate associations.

Recommendations: The grocery stores must communicate easy messages in order for the consumers to understand what sustainability is as well as using social media as a strategic marketing tool. The certified labels need to establish accurate associations while working with transparency.

Place, publisher, year, edition, pages
2016. , 70 p.
Keyword [en]
Sustainable Marketing Communication, Sustainability, Brand Image, Sustainable Development, Grocery Store Sector, Certified Labels
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53570OAI: oai:DiVA.org:lnu-53570DiVA: diva2:937628
Subject / course
Business Administration - Other
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-16 Created: 2016-06-15 Last updated: 2016-06-16Bibliographically 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