Exploring How Sustainable Marketing Affects Customer Purchasing Habits in Finland

Abstract

This research serves as an initial study of the impact of sustainable marketing and sustainability on consumer purchasing behavior in Finland, specifically tailored for retailers and the B2C industry. A quantitative survey was conducted in the thesis, and data were collected by distributing the questionnaire through online platforms. The survey contained questions that evaluated respondents’ awareness about the concept of sustainable marketing and sustainability, as well as their attitudes, perceptions, and behaviors concerning sustainably marketed products. It also explored how different marketing channels are affecting consumer perceptions of a brand’s sustainability level. By combining these data, the study provides practical insights for future studies and for businesses aiming to integrate sustainable marketing into their business operations in the Finnish market.

The findings revealed that sustainability and sustainable marketing are becoming well-known concepts among the survey respondents. Among those who answered the survey, sustainability is considered an important factor in making purchasing decision and would be considered the breakthrough point when comparing two similar products. The prevalence of sustainable marketing materials has also been recognized. However, their impacts on consumer behavior are still limited. Following the presentation of the survey findings, the study concludes by providing basic guidelines for companies seeking to implement and promote sustainable practices within their operations and marketing strategies.