Eco-business: What, Why, How and Who? : A study on Eco-friendliness of Footwear Companies
Hietala, Heidi (2015)
Metropolia Ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505219501
https://urn.fi/URN:NBN:fi:amk-201505219501
Tiivistelmä
The purpose of the thesis was to study eco-friendliness of footwear companies. The guiding research questions in the thesis were whether eco-friendly footwear companies exist and if eco-friendliness is profitable. The sub-questions: why should companies be eco-friendly, how can they be, and who is eco-friendly were also answered. Environmental concepts and theory of eco-business were covered and four footwear companies: Timberland, Nike, OAT Shoes and LYF Shoes, studied closer. The findings were based on secondary data from literature research: books, company reports, online articles and online statistics. Primary data was acquired from a small consumer survey that was conducted to get additional insight to the question on whether eco-friendliness is profitable.
The conducted research showed that eco-friendly footwear companies do exist, but they are not absolutely environmentally friendly. Footwear companies have made significant eco-friendly improvements in their material and assembly choices and there is wide variety of business tools available to be eco-friendlier. However, the nature of footwear industry promoting fast cycled consumption is unsustainable. To the question whether eco-friendliness is profitable the answer is yes. Eco-business reduces production costs with improved water- and energy-efficiency, waste management and material choices. Eco-business also enhances the brand’s image. However the results of the questionnaire revealed that the respondents were not aware of Timberland’s and Nike’s eco-efforts, and great majority did not consider them very eco-friendly companies. Half of the respondents still believed that eco-friendly companies in general do exist.
The conducted research showed that eco-friendly footwear companies do exist, but they are not absolutely environmentally friendly. Footwear companies have made significant eco-friendly improvements in their material and assembly choices and there is wide variety of business tools available to be eco-friendlier. However, the nature of footwear industry promoting fast cycled consumption is unsustainable. To the question whether eco-friendliness is profitable the answer is yes. Eco-business reduces production costs with improved water- and energy-efficiency, waste management and material choices. Eco-business also enhances the brand’s image. However the results of the questionnaire revealed that the respondents were not aware of Timberland’s and Nike’s eco-efforts, and great majority did not consider them very eco-friendly companies. Half of the respondents still believed that eco-friendly companies in general do exist.