The role of green marketing in the choice of plant-based milk
Leppiniemi, Lasse (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622142
https://urn.fi/URN:NBN:fi:amk-2023060622142
Tiivistelmä
Growing concern about climate change on our planet is driving people to make more eco-friendly purchasing decisions. The biggest decision-making opportunity for purchases is at the grocery store, where a separate decision is made for each product. Green marketing promotes the sale of eco-friendly products under the guise of environmental friendliness. Many companies take advantage of this opportunity and perform greenwashing in their marketing to get environmentally conscious consumers to buy their products, even if the products are not actually environmentally friendly.
The aim of the study was to investigate how green marketing affects consumer decision-making in choosing plant-based milk and which marketing techniques are most effective. This was examined by determining the key factors involved in making the choice and the most effective marketing channels for reaching the target audience. The study was conducted as conclusive research, which examines the causes and effects of the impact of green marketing on the choice of vegan milk. A quantitative research method was used in the study to ensure that the results were statistically significant.
The results showed that the role of green marketing in the choice of plant-based milk varies according to consumers' personal preferences and values. Advertising for environmentally friendly products must consider the variability of personal preferences and use data from consumers to limit variability. By using consumer data, it is possible to reach the personal preferences of the largest possible target audience with a single message.
The aim of the study was to investigate how green marketing affects consumer decision-making in choosing plant-based milk and which marketing techniques are most effective. This was examined by determining the key factors involved in making the choice and the most effective marketing channels for reaching the target audience. The study was conducted as conclusive research, which examines the causes and effects of the impact of green marketing on the choice of vegan milk. A quantitative research method was used in the study to ensure that the results were statistically significant.
The results showed that the role of green marketing in the choice of plant-based milk varies according to consumers' personal preferences and values. Advertising for environmentally friendly products must consider the variability of personal preferences and use data from consumers to limit variability. By using consumer data, it is possible to reach the personal preferences of the largest possible target audience with a single message.