Creating sustainable marketing plan for a vegan bakery
To, Phuong (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121727072
https://urn.fi/URN:NBN:fi:amk-2019121727072
Tiivistelmä
The purpose of this thesis is evaluating the roles of embracing sustainability and green principles in restaurant and café industry in order to create a sustainable marketing for a vegan bakery which is the author’s future business. The theory background of this thesis focus on: the concept of sustainability in restaurant industry, the benefits of implementing sustainable development in restaurants, and the relation of veganism and sustainability in restaurant and café industry. In addition, the theory of sustainable marketing and consumer behavior was studied. This provides the basis for the introduction of each of the research questions.
In order to investigate the reseach problems, a semi-structed interview and non-participant observation were presented. The results are discussed in light of the existing literature and current research questions, and implications for restaurant operators, as well as future research opportunities, are suggested. The author conducted an interview with the owner of restaurant N to understand the operating of a sustainability restaurant. The interview questions were divided into four main themes: sustainable practices in restaurant N, sustainable suppliers, target market and customers, and sustainable marketing. In addition, the observation method which was conducted at restaurant U focus on the sustainable innovations of the restaurant and their sustainable marketing strategy.
The outcomes of this thesis is a sustainable marketing plan for a vegan bakery based on the result of research methods and theory background. This study give the author knowledge of sustainability concept and sustainability initatives in restaurant industry as well as using sutainable marketing as a tool to attract more sustainable-concious customers. The outcome of this paper may trigger the minds of restaurant managers to give an idea for improving their green marketing strategies which will give them a way to be better and more effective in implementing their sustainable practices.
In order to investigate the reseach problems, a semi-structed interview and non-participant observation were presented. The results are discussed in light of the existing literature and current research questions, and implications for restaurant operators, as well as future research opportunities, are suggested. The author conducted an interview with the owner of restaurant N to understand the operating of a sustainability restaurant. The interview questions were divided into four main themes: sustainable practices in restaurant N, sustainable suppliers, target market and customers, and sustainable marketing. In addition, the observation method which was conducted at restaurant U focus on the sustainable innovations of the restaurant and their sustainable marketing strategy.
The outcomes of this thesis is a sustainable marketing plan for a vegan bakery based on the result of research methods and theory background. This study give the author knowledge of sustainability concept and sustainability initatives in restaurant industry as well as using sutainable marketing as a tool to attract more sustainable-concious customers. The outcome of this paper may trigger the minds of restaurant managers to give an idea for improving their green marketing strategies which will give them a way to be better and more effective in implementing their sustainable practices.