Creating an Authentic Sustainable Brand : Case Companies H&M Group and Marimekko
Mäkelä, Jasmiina (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060316528
https://urn.fi/URN:NBN:fi:amk-2020060316528
Tiivistelmä
This thesis studied the marketing components that make an authentic sustainable brand image by reviewing two case companies, H&M Group and Marimekko. The purpose of the thesis was to answer the main research question ‘how can a company generate an authentic sustainable brand image’ and the sub question ‘how has consumers’ purchasing behaviour changed to be more sustainable’.
The research was conducted applying secondary data collection and case study methods. The literature review examined basic marketing theory connected to sustainability in marketing and as a part of brand image. The theory was then applied to the case companies in order to find out how they were implementing sustainability in their operations, communications and brand image. In order to understand the relevance of the study, consumers’ changing views and attitudes towards sustainability and their purchasing behaviour were also reviewed.
The research indicated that authentically sustainable brands are driven by consumer trust, which stems from transparency, sustainable values and aligning brand promises with actions. The study also reveals a change of consumer behaviour towards more sustainable in the recent years. The results of the case study revealed that although both of the case companies have sustainability in their core values, they still have to improve in order to be fully considered authentically sustainable brands. H&M Group was found a potential pioneer to making the fast fashion –industry more sustainable, and Marimekko was discovered moving towards to having an authentic sustainable brand image.
The research was conducted applying secondary data collection and case study methods. The literature review examined basic marketing theory connected to sustainability in marketing and as a part of brand image. The theory was then applied to the case companies in order to find out how they were implementing sustainability in their operations, communications and brand image. In order to understand the relevance of the study, consumers’ changing views and attitudes towards sustainability and their purchasing behaviour were also reviewed.
The research indicated that authentically sustainable brands are driven by consumer trust, which stems from transparency, sustainable values and aligning brand promises with actions. The study also reveals a change of consumer behaviour towards more sustainable in the recent years. The results of the case study revealed that although both of the case companies have sustainability in their core values, they still have to improve in order to be fully considered authentically sustainable brands. H&M Group was found a potential pioneer to making the fast fashion –industry more sustainable, and Marimekko was discovered moving towards to having an authentic sustainable brand image.