Exploring the use of the socital marketing concept within consumer packaging in Finland : how does green packaging affect consumer purchasing behaviour?

Abstract

This thesis was an analysis of sustainable packaging methods, with the goal of determining what the consumer perception of different packaging methods are in Finland and what effect it can have on business performance. The thesis began with a theoretical framework on the societal marketing concept and theory that relates to the topic with a focus on these aspects in Finland. This thesis did not have a commissioner and is based research questions the writer developed.

The approach to research in the empirical part was mixed methods using secondary data. This started with an analysis on how businesses in Finland are implementing sustainable packaging methods. This was then followed by an investigation into the environmental impact and consumer perceptions of different packaging methods and materials. The data from these previous parts was then used to produce a framework to determine the effect of implementing different packaging methods and materials on consumer perceptions.

The results were that consumers in Finland care the most about recyclability and reusability. Other important factors were labelling and certain aspects of packaging, such as how it was sourced. All businesses analysed had a focus on sustainability in their reports and understood what consumers de-sire. The most common approach was utilizing circular economy, along with increasing the use of recycled materials and minimizing materials.