The influence of green marketing on brand image Case: Lasessor

This thesis was completed as an assignment for Finnish design company Lasessor. The purpose of this research was to develop green marketing guidelines and suggestions for the commissioner’s social media channels. The theory of this thesis is divided into three parts. The first part explains the important terms of green marketing, green consumer, green washing and green brand image. The second part introduces how green marketing can be practiced with green paradigms and principles. The last part of the theory describes how ecolabels can be the indicator of green marketing and what problems it can have. The research was completed with qualitative approach and the main method was content analysis. Case studies were used as a research strategy and the companies were chosen based on their strong green brand images. The qualitative content analysis was performed by following a model and brand attributes were identified to best describe the case studies’ green marketing activities. The social media channels of the case studies were examined according to the brand attributes. The results were coded twice to compare the findings and determine the strongest and weakest attributes. The findings showed that the most effective methods for green marketing and building a strong green brand image are personalized content for different platforms, visualization of information, creative marketing methods and encouragement of customer’s green behavior