Effects of Using Sustainability in Marketing : Case Wernsing GmbH for Hedvi Markkinointi Oy
Karhu, Teemu (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121535987
https://urn.fi/URN:NBN:fi:amk-2024121535987
Tiivistelmä
In this thesis, the author explores the integration of sustainability into the marketing practices of Hedvi Markkinointi Oy for Wernsing GmbH products. The study examines potential benefits, including enhanced brand reputation, increased customer loyalty, competitive differentiation, and positive environmental and social impacts. Additionally, this thesis tries to identify key challenges, such as greenwashing and consumer skepticism, that may arise when implementing sustainable marketing strategies.
The findings seek to highlight that promoting eco-friendly production processes, ethical sourcing, and reduced environmental impact can attract environmentally conscious consumers and strengthen brand loyalty. The thesis also showcases challenges such as greenwashing where misleading claims may erode trust. The author wants to bring attention to the need for transparent and credible sustainability messaging, which includes, evidencebased claims, and transparent dialogue to build trust and credibility.
By effectively managing these opportunities and challenges, Hedvi Markkinointi Oy can align Wernsing GmbH´s products with the sustainability values they represent in an effort to bring a competitive edge in the market. This thesis provides actionable insights and recommendations for businesses aiming to adopt sustainable marketing strategies while maintaining authenticity and trustworthiness.
The findings seek to highlight that promoting eco-friendly production processes, ethical sourcing, and reduced environmental impact can attract environmentally conscious consumers and strengthen brand loyalty. The thesis also showcases challenges such as greenwashing where misleading claims may erode trust. The author wants to bring attention to the need for transparent and credible sustainability messaging, which includes, evidencebased claims, and transparent dialogue to build trust and credibility.
By effectively managing these opportunities and challenges, Hedvi Markkinointi Oy can align Wernsing GmbH´s products with the sustainability values they represent in an effort to bring a competitive edge in the market. This thesis provides actionable insights and recommendations for businesses aiming to adopt sustainable marketing strategies while maintaining authenticity and trustworthiness.