Epsilon Archive for Student Projects

Abstract

This study aims to explore the company's view on Green marketing and Corporate identity in
the Swedish meat industry. The goal is to contribute to existing theories on whether and, if so, how
corporate identity is related to the motivation of Green marketing in the sector.
Consumers have accelerated their consumption and in Sweden, 25% of the country´s
environmental impact comes from food consumption. The increasing consumption affect both
governments, businesses and households. But over the years consumers' awareness of sustainability
has increased which has put pressure on companies to develop toward sustainability. To meet
consumers' increased awareness of sustainability companies have started to profile themselves as
Green in their marketing. Green marketing is a tool for companies to affect consumer's decision�making process but also something to build their corporate identity around.
The data collection for this thesis has been conducted through one in-depth semi-structured
interview with two respondents working on a leading actor in the Swedish meat industry. The
conceptual framework in the thesis consists of Green marketing, Consumer buyer behaviour,
corporate identity and corporate image and forms the basis for the analysis of the collected data.
The result shows that a company in the Swedish meat industry choose to profile itself as green
for several reasons. Their main reasons are to spread knowledge about animal production and nuance
the debate in society. By nuance the debate they want to help consumers to make fair decisions
based on facts but also to strengthen their corporate identity. Green marketing is an essential part of
a company in the meat industry´s corporate identity and positive affect their identity. Green
marketing is, therefore, a crucial factor in a company´s future and sustainable development.