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Miljömässig marknadsföring och dess påverkan på Word of Mouth: Skillanden mellan marknadsföringsstrategierna greenwashing, vocal green, silent brown och silent green
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Titel: Miljömässig marknadsföring och dess påverkan på Word of Mouth – Skillnaden mellan marknadsföringsstrategierna greenwashing, vocal green, silent brown och silent green.

Nivå: C-uppsats i ämnet företagsekonomi.

Författare: Adam Lindh & Cecilia Persson.

Handledare: Jonas Kågström.

Datum: 2018 - Maj.

Syfte: Syftet med denna studie är att analysera hur miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organisationstypologi.

Metod: Ett kvasi-experiment utfördes där fyra marknadsföringsstrategier utvecklades för en fiktiv produkt utifrån Delmas och Burbanos organisationstypologi. Fyra jämförelsegrupper användes för att testa dessa marknadsföringsstrategier. En enkät för respektive strategi skapades där respondenterna presenterades med produktinformation och utvärdering av den fiktiva produkten, följt av ett antal frågor. Det totala antalet deltagare uppgick till 140 stycken fördelat över de fyra enkätgrupperna.

Resultat & Analys: Resultat klargör skillnader gällande WoM inom Delmas och Burbanos organisationstypologi. Silent green- och vocal green-grupperna genererar högre WoM jämfört med greenwashing- och silent brown-grupperna. Resultaten påvisar också skillnader mellan WoM och miljömässig WoM. Dessa effekter förmedlas via upplevd miljömässig prestanda.

Uppsatsen bidrag: Studien demonstrerar att miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organiastionstypologi. En definition av miljömässig prestanda har utvecklats, någonting som saknats i tidigare studier.

Vidare forskning: Studien påvisar skillnader mellan WoM och miljömässig WoM bör orsaken till detta undersökas vidare. Delmas och Burbanos organisationstypologi kan studeras ur ett makroperspektiv med verkliga organisationer. Ytterligare bör effekten av lagstiftning och sanktioner gällande greenwashing studeras.

Nyckelord: Organisationstypologi, greenwashing, vocal green, silent brown, silent green, word of mouth.

Abstract [en]

Title: The influence of green marketing on Word of Mouth – The difference among the marketing strategies greenwashing, vocal green, silent brown and silent green.

Author: Adam Lindh & Cecilia Persson.

Supervisor: Jonas Kågström.

Date: 2018 - Maj.

Aim: The purpose of this paper is to analyze the influence of green marketing on consumers WoM by Delmas and Burbano’s organization typology.

Method: A quasi-experiment was conducted. Four marketing strategies were developed for a fictitious product by Delmas and Burbano’s organization typology. Four comparison groups were used to test these marketing strategies against each other. A questionnaire was created for each strategy where the participants were presented with product information and product review of the fictitious product. The total number of participants amounted to 140 people distributed among the four groups.

Result & Analysis: The results confirm that there are differences among Delmas and Burbano’s organization typology regarding WoM. The silent green- and vocal green groups generates higher WoM compared to the greenwashing- and silent brown groups. The results also display a difference between WoM and green WoM. This effect is mediated by perceived environmental performance.

Contribution of the thesis: This study displays how green marketing affects consumers WoM by Delmas and Burbano’s organization typology. A definition of the concept environmental performance has been developed, something that was missing in previous research.

Suggestions for future research: Since this study displays differences between WoM and green WoM, the cause of this phenomenon should be investigated. A macro perspective canbe applied to Delmas and Burbano’s organization typology which investigates real life organizations. Furthermore, the effects of legislations and sanctions on greenwashing should be a subject for further research.

Keywords: Organization typology, greenwashing, vocal green, silent brown, silent green, word of mouth.

Place, publisher, year, edition, pages
2018. , p. 83
Keywords [en]
Organization typology, greenwashing, vocal green, silent brown, silent green, word of mouth
Keywords [sv]
Organisationstypologi, greenwashing, vocal green, silent brown, silent green, word of mouth
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-26820OAI: oai:DiVA.org:hig-26820DiVA, id: diva2:1214330
Subject / course
Business administration
Educational program
Real estate brokering
Supervisors
Examiners
Available from: 2018-06-21 Created: 2018-06-06 Last updated: 2018-06-21Bibliographically approved

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