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How Västtrafik can convey an added value through being eco-friendly and change people's attitudes through marketing communication
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Global warming is a fact today. 2016 was the warmest year in history and we need to take actions. 60 % of what is contributing to the global warming is stated to be carbon dioxide emissions, where the majority origins from transports. An action made from this is running public transportation on biogas as Västtrafik does in Sweden. We therefore intended to find out if there is any value for the consumer when a company makes these sustainable changes and how the company in that case should communicate that in the best possible way. This was aimed to answer our research question;How can Västtrafik, running its vehicles on biogas, affect consumers' attitudes and convey an added value through marketing communication? The purpose of the thesis was to find out what added value means to consumers when it comes to environmental issues and be able to use the results to help Västtrafik with this as well as filling an academic gap. The theory said that more people cared about sustainability nowadays but that not all people act as they say. We found out important factors to value and attitudes towards product and services such as perceived value, image and their surrounding. When we had gathered the theory we executed interviews with ten people between the ages 25-45 that suited Västtrafiks target group and our limitations that were time and money. The answers we got were that people care about sustainability and that the buses run on biogas but they do not want to sacrifice more money or time to do so. The answers also showed that Västtrafik has a bad reputation and to affect the consumers the most the message should be emotional and through digital channels. Our conclusion is that there is an added value to be achieved through creating clear and emotional messages that in turn can change people's attitudes and perceived image towards the company.

Place, publisher, year, edition, pages
2017. , 43 p.
Keyword [en]
Public transportations, Västtrafik, biogas
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-11353Local ID: EXC504OAI: oai:DiVA.org:hv-11353DiVA: diva2:1134177
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2017-08-21 Created: 2017-08-18 Last updated: 2017-08-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf