Epsilon Archive for Student Projects

Abstract

It has become more and more important for companies to market the environmental work, in order to attract consumers. Since, the interest among consumers has increased regarding sustainability issues connected to companies’ brand images.

For the analysis, four dairies were chosen: Arla, Milko, Norrmejerier and Skånemejerier. These companies were selected for the reason that they were in the top layer in a consumer survey (2011), regarding sustainable brands in Sweden. That the milk is a powerful symbol also contributed to the choice of companies.

The aim of this thesis is to develop an understanding of the arguments that the dairies use and the discourses upon which they are building these arguments, when communicating their environmental work to consumers.

The discourse analysis, which takes its basis in social constructionism, is used as both theory and method in this study. The material that has been analyzed was selected from the dairies’ websites. A discourse analytical approach was chosen in order to discern arguments and discourses that the dairies use in their marketing.

The arguments that were discerned from the material are: “It is natural”, “It is locally produced”, “It is a guarantee of quality”, “We care about animals, nature and people” (with the sub-arguments “It is sustainable” and “We reduce our climate impact”) and “We listen to consumers”.

Three main discourses, regarding the dairies’ descriptions of their environmental work were also discerned. The discourses are: “From Nature”, “Trust and Responsibility” and “Glocal Concerns”.