Comparative Analysis of Green Marketing Practices Between Finnish and Other Nordic Renewable Energy Companies in International Markets

Abstract

This study explores green marketing practices in the renewable energy sector within the Nordic region, with a specific focus on Finnish companies. The research problem was the lack of comparative knowledge on how green marketing strategies differ across Nordic countries and how they support brand trust in global markets. The purpose of the study was to evaluate the effectiveness of green marketing efforts by Finnish energy firms and compare them with companies in Sweden, Norway, Denmark, and Iceland. The study was based on green marketing theories, sustainability concepts, the marketing mix (4Ps), the triple bottom line, and consumer behaviour models.

The research followed a qualitative approach using thematic content analysis. Secondary data was collected from company reports, academic articles, and policy documents published between 2016 and 2025. The research adopted an interpretivist paradigm, focusing on meaning, context, and value-based communication. The findings show that Finnish firms emphasize forest-based bio-energy while other countries highlight wind, hydro, or geothermal resources. All firms promote sustainability and transparency to gain consumer trust and loyalty. The study concludes that green marketing strategies must be clear, authentic, and culturally relevant to succeed globally.