A Marketing Strategy for Sustainable Business
Tajudeen, Sulaymon (2016)
Tajudeen, Sulaymon
Jyväskylän ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060812450
https://urn.fi/URN:NBN:fi:amk-2016060812450
Tiivistelmä
The research objectives were geared towards understanding the uniqueness of sustainable business compared to conventional business. Also, greater attention was given to investigating the marketing strategies of sustainable business and consumer buying behavior in sustainable business.
The theoretical framework was completed using data from secondary sources such as published literatures, international journals of business, academic research papers and the Internet. This part of the research was organized in such a way that the key concepts such as sustainability, sustainable business, sustainable consumers and sustainable marketing strategies were re-viewed in line with academic sources. These key concepts were defined and thoroughly dis-cussed. The empirical part comprises both qualitative and quantitative research methods including the collection of the primary data. The qualitative part was executed with a semi-structure interview (face-to-face and e-mail interviews) and the quantitative part using an online survey.
The main results from the research indicate that sustainable business resembles conventional business but with an extra focus on the environmental, economic and social responsibilities. Also, the marketing strategies for a sustainable business are peculiar in terms of the marketing mix and branding approach where sustainability itself is promoted as a brand ethos. The consumer buying behavior indicates that more people are interested in purchasing and start using sustainable products and services when they are positively influenced by family and friends, and also when they are reached with effective marketing messages about sustainable products and services.
The theoretical framework was completed using data from secondary sources such as published literatures, international journals of business, academic research papers and the Internet. This part of the research was organized in such a way that the key concepts such as sustainability, sustainable business, sustainable consumers and sustainable marketing strategies were re-viewed in line with academic sources. These key concepts were defined and thoroughly dis-cussed. The empirical part comprises both qualitative and quantitative research methods including the collection of the primary data. The qualitative part was executed with a semi-structure interview (face-to-face and e-mail interviews) and the quantitative part using an online survey.
The main results from the research indicate that sustainable business resembles conventional business but with an extra focus on the environmental, economic and social responsibilities. Also, the marketing strategies for a sustainable business are peculiar in terms of the marketing mix and branding approach where sustainability itself is promoted as a brand ethos. The consumer buying behavior indicates that more people are interested in purchasing and start using sustainable products and services when they are positively influenced by family and friends, and also when they are reached with effective marketing messages about sustainable products and services.