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Green Marketing Communication: A Study of Green Website Communication in the Logistic Sector
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The transportation industry is highly criticized for its environmental impact, primarily CO2 emissions, and is a known sector of the so-called "dirty" industries. Due to governmental regulations and different stakeholders' needs and wants for environmental friendly products and solutions, companies operating in this sector have taken measures to limit, and sometimes compensate for their environmental impact. However, some companies do more, and some less. Some companies take one step further than to just follow regulations, and use green marketing to position themselves and create competitive advantages. Given the expanding green market and the need and potential for green marketing, firms might try to take advantage by, or feel compelled to, market themselves as green, even though the financial crisis 2008-2009 shrank the economic scope which perhaps forced some companies to concentrate on their core business. Because of this, it is interesting to have a closer look at green marketing and green communication for international transportation companies to find out what they are doing, and more importantly, how they communicate their green marketing.

In this qualitative study we aimed to identify green marketing communication observed at 29 international logistic companies' websites. The 29 selected companies were chosen by the premises that they were; logistic companies established in the logistical hub in Gothenburg, Sweden, and were working cross-borders, internationally or globally.

Our results showed that when looking at the internal aspects of green marketing communication, the focus is on communicating employee education whilst communication concerning innovations and corporate culture appears not to be prioritized.

Communication about green culture is not that common, but can be found in "wishful" holistic green companies.Communication regarding external activities had a focus on strengthening the company brand and by using PR and emotional messages, promote them as environmental friendly corporations. The most common green offer were value-added services such as CO2 emission calculators, which was communicated by using informational-based messages.Key words: green marketing, international marketing, the transportation industry, ecological marketing, environmental marketing, online marketing communication, sustainable marketing, stakeholders and supply-chain.

Place, publisher, year, edition, pages
2015. , 57 p.
Keyword [en]
green marketing, international marketing, the transportation industry, ecological marketing, environmental marketing, online marketing communication, sustainable marketing, stakeholders and supply-chain.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-7813Local ID: EXD951OAI: oai:DiVA.org:hv-7813DiVA: diva2:843297
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2015-08-17 Created: 2015-07-28 Last updated: 2015-09-15Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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