The influence of business ethics and green marketing on consumer buying behaviour
Iso-Ahola, Jani (2012)
Iso-Ahola, Jani
Satakunnan ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205239406
https://urn.fi/URN:NBN:fi:amk-201205239406
Tiivistelmä
The purpose of this thesis was to give an answer how much young adults were giving weight as an consumer on companies ethical and environmental efforts or did they even knew anything about those? Could young adults been a potential market group for products which are produced ethically and by using sustainable means in production and had 1990’s green concern already turned to green consumerism?
Main objects for this study was to create a big picture about the present situation and awareness about how business ethics and environmental policies affect to consumer buying behaviour and companies marketing strategies. Also one of the main objectives was to find out if there was business possibility to start to import products which are ethically and sustainable produced and to encourage companies to take
these matters into more serious consideration while planning their future strategies.
The theoretical part is focusing on business ethics, green marketing and consumer buying behaviour. Together these three topics will create a theoretical background about consumer buying process and the effect of two external stimuli business ethics and green marketing to consumer buying behaviour.
The empirical part was conducted using a qualitative method. This included an open distance questionnaire for 20 Satakunta University of Applied Sciences students. These responds were analyzed and conclusions were made.
The results of the research indicated that young adults were potential target group with knowledge about ethical and ecological policies. To attract majority of the young adults to choose ethical and ecological products would need more effective marketing campaigns from the companies. It would also need some political changes like attitude toward these products, for example by tighter regulations about companies’ liability from their co-partners acts.
Main objects for this study was to create a big picture about the present situation and awareness about how business ethics and environmental policies affect to consumer buying behaviour and companies marketing strategies. Also one of the main objectives was to find out if there was business possibility to start to import products which are ethically and sustainable produced and to encourage companies to take
these matters into more serious consideration while planning their future strategies.
The theoretical part is focusing on business ethics, green marketing and consumer buying behaviour. Together these three topics will create a theoretical background about consumer buying process and the effect of two external stimuli business ethics and green marketing to consumer buying behaviour.
The empirical part was conducted using a qualitative method. This included an open distance questionnaire for 20 Satakunta University of Applied Sciences students. These responds were analyzed and conclusions were made.
The results of the research indicated that young adults were potential target group with knowledge about ethical and ecological policies. To attract majority of the young adults to choose ethical and ecological products would need more effective marketing campaigns from the companies. It would also need some political changes like attitude toward these products, for example by tighter regulations about companies’ liability from their co-partners acts.