How can European B2C Companies Use Principles of Sustainability in Marketing Communication to Build Customer Loyalty and Strong Relationships?
Potdevin, Maiann (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505079553
https://urn.fi/URN:NBN:fi:amk-202505079553
Tiivistelmä
The purpose of this study was to identify the sustainability principles in the marketing communication strategies of European B2C companies, with the goal of understanding how these strategies can contribute to consumer loyalty and relationships. As sustainability becomes a key business priority, marketing plays a crucial role in shaping consumer behaviour and brand trust. The objective is to analyse effective strategies that align sustainability with marketing practices to relationships with consumers.
For the research methodology, case studies were used in this study. It consisted of the analysis of two companies working in the same sector to obtain insights into their sustainability marketing strategies and their methods for building consumer relationships.
The thesis revealed a correlation between green marketing and consumer loyalty. Thanks to effective sustainable strategies, organisations can enhance long-term relationships with their consumers. Key factors are found to create bonds with consumers, social media with influencers, branding practices with storytelling or specific marketing strategies that highlight transparency, credibility, and authenticity.
The author recommends that both consumers and organisations view sustainability as an opportunity for growth, innovation and standing out rather than a limitation for businesses.
For the research methodology, case studies were used in this study. It consisted of the analysis of two companies working in the same sector to obtain insights into their sustainability marketing strategies and their methods for building consumer relationships.
The thesis revealed a correlation between green marketing and consumer loyalty. Thanks to effective sustainable strategies, organisations can enhance long-term relationships with their consumers. Key factors are found to create bonds with consumers, social media with influencers, branding practices with storytelling or specific marketing strategies that highlight transparency, credibility, and authenticity.
The author recommends that both consumers and organisations view sustainability as an opportunity for growth, innovation and standing out rather than a limitation for businesses.