Abstract
Environmental sustainability has become one of the major challenges of the 21st century. As the consequences of climate change and resource depletion become increasingly apparent, consumers and businesses are being forced to rethink their relationship with the planet. This shift in perspective has given rise to a new form of marketing aimed at promoting environmental awareness: green marketing. However, with the proliferation of environmental campaigns, a crucial question arises: are companies truly committed to sustainability, or is green marketing just a superficial trend? [...]
The impact of green marketing on brand image, customer loyalty, and market positioning is another crucial area of investigation. [...]
Moreover, the distinction between green marketing and greenwashing has broader implications for consumers and regulators. [...]
The objectives of this thesis are twofold: to explore the transition to green marketing and to classify companies based on their commitment to environmental sustainability.
Extract
[...] Companies can offset their carbon emissions by investing in reforestation projects, renewable energy, or other carbon-reducing activities8. Climate action strategies may also involve setting ambitious goals to reduce greenhouse gas emissions over time and demonstrating progress toward these goals in marketing campaigns. 3. Case study For this section, we thought it would be interesting to focus on a case study of a brand known and recognized for its green marketing. In the following sections, we will analyze the concept of green washing, which can be widely criticized. [...]
[...] Companies that do not adapt to the growing consumer expectations for sustainability risk being left behind. 12. What are the main factors influencing the adoption of green marketing practices in your sector? Emma: The main factors include the increasing consumer pressure for greater transparency and environmental responsibility, as well as government regulations aimed at encouraging sustainable practices. Additionally, the competitive advantages and enhanced reputation offered by green marketing are prompting more and more companies to adopt these practices. Conclusion 13. How do you perceive the trend of green marketing evolving over the next 10 years? [...]
[...] Motivations for change 2. Challenges in transitioning 3. Impact on brand image, customer loyalty and market positioning Green marketing vs. greenwashing 1. Distinguishing authenticity from deception 2. Industry-specific trends 3. Implications for consumers and regulators Chapter Methodology Objectives and sampling 1. Developing the survey 2. Key questions Interview guide 1. The process 2. The questions Analyzing qualitative data 1. Cross-analysis 2. [...]
[...] Green marketing may evolve over time, but the underlying focus on sustainability will remain. 12. What key factors influence the adoption of green marketing practices in your sector? Sophia: Consumer demand is a major driving force behind the adoption of green marketing practices. Companies that listen to their customers and prioritize sustainability are more likely to succeed in the long run. Additionally, regulatory pressure and industry standards play a role in shaping companies' sustainability efforts. Conclusion 13. How do you perceive the trend of green marketing evolving over the next 10 years? [...]
[...] The company successfully reduced its environmental impact while demonstrating a commitment to more sustainable business practices. The transparent communication helped regain consumer trust, even though some criticism remained regarding certain aspects of its operations. Although, McDonald's, despite its strides toward sustainability, has faced numerous accusations of greenwashing. These allegations stem from the gap between the company's marketing efforts to project an eco-friendly image and the reality of its operations, which often lag behind the promises. Critics have pointed out that while McDonald's has adopted more sustainable practices, these are sometimes presented in a way that exaggerates their environmental impact or overshadows ongoing issues. [...]
