Sustainable Marketing : The Importance of Being a Sustainable Business
Reutlinger, Janina (2012)
Lahden ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112716711
https://urn.fi/URN:NBN:fi:amk-2012112716711
Tiivistelmä
This thesis deals with sustainable marketing, as well as the necessity for more sustainability. The purpose of this thesis was to determine the importance of sustainable marketing for companies.
The theoretical part is divided into sustainability and sustainable marketing. Sustainability covers current issues and sustainable development, which form a background for a better understanding of sustainable marketing. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. Data for the theoretical part was gained from published sources, such as books and articles, as well as the internet.
In the empirical part, qualitative research methods were utilized and data was collected through half-structured interviews and e-mail interviews. Firstly,implementation of sustainable marketing is presented individually by company before the data is analysed by comparing the findings and looking for similarities and differences.
In the conclusion, the collected data is compared to the theoretical part of this thesis and answers the research question.
The study results indicate that the contents of sustainable marketing are implemented by and are very important for companies. However, these activities are not called sustainable marketing and are instead seen as part of operating in a sustainable way.
The theoretical part is divided into sustainability and sustainable marketing. Sustainability covers current issues and sustainable development, which form a background for a better understanding of sustainable marketing. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. Data for the theoretical part was gained from published sources, such as books and articles, as well as the internet.
In the empirical part, qualitative research methods were utilized and data was collected through half-structured interviews and e-mail interviews. Firstly,implementation of sustainable marketing is presented individually by company before the data is analysed by comparing the findings and looking for similarities and differences.
In the conclusion, the collected data is compared to the theoretical part of this thesis and answers the research question.
The study results indicate that the contents of sustainable marketing are implemented by and are very important for companies. However, these activities are not called sustainable marketing and are instead seen as part of operating in a sustainable way.