Grön marknadsföring : En guide till grön framgång

The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market. The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company’s choice of green strategy. Green marketing also includes aspects such as brand development, positioning and segmentation and construction of green communications. Furthermore, we have identified actions to provide customer re-assurance of a company’s green marketing. The findings are summarized in a model which is intended to help managers in their decision to incorporate green marketing strategies.