Sustainable marketing practices in the Finnish energy sector : a case study of Lahti Energia
Haque, Imdadul (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121637060
https://urn.fi/URN:NBN:fi:amk-2025121637060
Tiivistelmä
This thesis discusses the presentation of sustainability by Finnish energy companies via digital marketing, where Lahti Energia forms the main case organisation. The carbon-neutrality goal of the country by 2035 positions the energy companies in Finland under increasing pressure to prove their transparent and credible environmental activities. The qualitative method was employed, and one semi-structured interview with Lahti Energia was conducted, accompanied by the study of digital resources of Neste, Wärtsilä, and Fortum.
In conducting the study, the Triple Bottom Line and Stakeholder Theory are used to explain the way companies make trade-offs among environmental responsibility, social expectations, and economic goals in their communication. The results reveal that Finnish companies focus on transparency and data communication and community involvement, and their main issues include the use of complicated language, and in-house coordination. The thesis provides recommendations of more accessible sustain-ability communication in the Finnish energy industry.
In conducting the study, the Triple Bottom Line and Stakeholder Theory are used to explain the way companies make trade-offs among environmental responsibility, social expectations, and economic goals in their communication. The results reveal that Finnish companies focus on transparency and data communication and community involvement, and their main issues include the use of complicated language, and in-house coordination. The thesis provides recommendations of more accessible sustain-ability communication in the Finnish energy industry.