Title: The Role of Organizational Culture on Green Marketing

Level: Final Thesis for Master’s Degree Program

Authors: Lucia Gido Chuwa  and Ukpemeobong Usen Ibokette

Supervisor: Dr. Daniella Fjellström

Examiner: Dr. Maria Fregidou-Malama

Date: June 2020

Aim: The aim of this study is to explore the influence of organizational culture on green marketing.

Method: This study applies a qualitative research approach on seven selected companies in Sweden and Nigeria.  We interviewed seven people using seven semi-structured interview questions and we carried out thematic data analysis by grouping the findings into common themes to guide our discussion.

Result & Conclusions: This study concludes that organizational culture influence implementation of green marketing as it dictates what happens within the organization and how it happens. The organization that embraces environmental values in its culture needs to disseminate it to all employees to create common understanding and commitment towards its implementation. We also discovered a lower level of customer awareness on green marketing which requires more efforts by organizations and stakeholders to create this awareness or advocacy which will help firms investing on green marketing to sell their products.

Suggestions for future research: We suggest a future study which could complement this study using a bigger sample size. We also propose a comparative future study which may help to highlight how implementation of green marketing in developed countries like Sweden differs from the developing countries like Nigeria. Furthermore, we suggest an explorative study on how best the customer awareness on green marketing can be enhanced so that to support green marketing.

Contribution of the thesis: This study contributes to the body of knowledge about organizational culture, environmental sustainability and green marketing through highlighting how organizational culture influence implementation of different components of green marketing mix, which was an underexplored area. We also contribute that customer awareness is an important aspect to encourage green marketing

Key words: Green marketing, green marketing mix, organizational culture, Sweden, Nigeria, environmental sustainability and Natural Resource Based View Theory.