How the making and marketing of sustainable brand affect consumer behaviour
Nguyen, Vy (2014)
Nguyen, Vy
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014053010988
https://urn.fi/URN:NBN:fi:amk-2014053010988
Tiivistelmä
The purpose of this thesis is to concentrate on sustainable businesses. This whole report will deal with sustainable production/making and marketing products, as well as their effect on consumer behaviour.
In the first stage, the author looked through the greening concept of mainstream business. Then, based on the review, the sustainable business part is developed and divided into making sustainable products and sustainable marketing. Sustainable production covers the main ideas of environmentally friendly operating processes while sustainable marketing includes mostly a definition of the concept, sustainable marketing strategy, and greenwashing – which is a form of marketing which is the opposite of sustainable marketing. Additionally, the consumer behaviour towards sustainable brands is also considered as the important part of the literature review. The secondary data for the literature review was gathered from published sources, such as books and articles and the Internet. To achieve the purpose of the thesis, interpretivism was taken into account as the research philosophy. In the research, the author conducted deductive approach with mixed methods. In the conclusion, a comment will be made in reply to the collected data in order to answer the research question.
To sum up, the final output of this thesis is that the importance of putting more effort into making sustainable products compared to marketing them.
In the first stage, the author looked through the greening concept of mainstream business. Then, based on the review, the sustainable business part is developed and divided into making sustainable products and sustainable marketing. Sustainable production covers the main ideas of environmentally friendly operating processes while sustainable marketing includes mostly a definition of the concept, sustainable marketing strategy, and greenwashing – which is a form of marketing which is the opposite of sustainable marketing. Additionally, the consumer behaviour towards sustainable brands is also considered as the important part of the literature review. The secondary data for the literature review was gathered from published sources, such as books and articles and the Internet. To achieve the purpose of the thesis, interpretivism was taken into account as the research philosophy. In the research, the author conducted deductive approach with mixed methods. In the conclusion, a comment will be made in reply to the collected data in order to answer the research question.
To sum up, the final output of this thesis is that the importance of putting more effort into making sustainable products compared to marketing them.