THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE
Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological lab...
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Högskolan i Gävle, Avdelningen för ekonomi
2013
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ndltd-UPSALLA1-oai-DiVA.org-hig-148532013-08-29T04:01:24ZTHE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGEengE 130806 Kashif, RubyHögskolan i Gävle, Avdelningen för ekonomi2013Key words: Corporate Social Responsibility (CSR)Green marketingEnvironmental friendly productsEco-labelsGrocery retailingConsumer behavior.Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological labels) in the business of retailing while evaluating the affect of it on consumer behavior. Method: Case study research method is opted for this study to answer “why” and “how” questions. Furthermore, quantitative data has been collected through in store and online customer interview. The research data is analysed by using Microsoft Office Excel. Result & Conclusions: The result shows that CSR is well incorporated and practiced by ICA Kvantum, AB. Their business philosophy is focused on customer, product, environment, diversity and community. They provide environmental and organic products by abiding the rules and law of goods production that also protects the environment. Moreover, the quantitative study reveals that Swedish female consumer between the ages of 26-35 are more responsible towards environment. It also shows that most of the consumers are still buying conventional (non-ecological) products and majority of them don’t check eco-labels before purchasing but they are willing to pay more for ecological and organic foods. Thus, CSR and green marketing affects consumer buying behavior through different ways. Suggestions for future research: The similar research can be performed by adopting qualitative data from company’s experts to record their perspective about CSR and green marketing. Moreover, it would be interesting to investigate multiple retail companies operating in different cities. Furthermore, it could give innovative results, if the study investigates the link of trust and loyalty on consumer behavior, as they are the key components in consumer purchase decision. Contribution of the study: This study identifies and explains the concept of CSR and the important elements of CSR in grocery retailing. The novel concept of green marketing and ecological products has been studied in relation to consumer behavior. The investigation of CSR and green marketing on consumer behavior is a unique combination which has not investigated extensively within the field of grocery retailing. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14853application/pdfinfo:eu-repo/semantics/openAccess |
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Key words: Corporate Social Responsibility (CSR) Green marketing Environmental friendly products Eco-labels Grocery retailing Consumer behavior. |
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Key words: Corporate Social Responsibility (CSR) Green marketing Environmental friendly products Eco-labels Grocery retailing Consumer behavior. E 130806 Kashif, Ruby THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
description |
Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological labels) in the business of retailing while evaluating the affect of it on consumer behavior. Method: Case study research method is opted for this study to answer “why” and “how” questions. Furthermore, quantitative data has been collected through in store and online customer interview. The research data is analysed by using Microsoft Office Excel. Result & Conclusions: The result shows that CSR is well incorporated and practiced by ICA Kvantum, AB. Their business philosophy is focused on customer, product, environment, diversity and community. They provide environmental and organic products by abiding the rules and law of goods production that also protects the environment. Moreover, the quantitative study reveals that Swedish female consumer between the ages of 26-35 are more responsible towards environment. It also shows that most of the consumers are still buying conventional (non-ecological) products and majority of them don’t check eco-labels before purchasing but they are willing to pay more for ecological and organic foods. Thus, CSR and green marketing affects consumer buying behavior through different ways. Suggestions for future research: The similar research can be performed by adopting qualitative data from company’s experts to record their perspective about CSR and green marketing. Moreover, it would be interesting to investigate multiple retail companies operating in different cities. Furthermore, it could give innovative results, if the study investigates the link of trust and loyalty on consumer behavior, as they are the key components in consumer purchase decision. Contribution of the study: This study identifies and explains the concept of CSR and the important elements of CSR in grocery retailing. The novel concept of green marketing and ecological products has been studied in relation to consumer behavior. The investigation of CSR and green marketing on consumer behavior is a unique combination which has not investigated extensively within the field of grocery retailing. |
author |
E 130806 Kashif, Ruby |
author_facet |
E 130806 Kashif, Ruby |
author_sort |
E 130806 Kashif, Ruby |
title |
THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
title_short |
THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
title_full |
THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
title_fullStr |
THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
title_full_unstemmed |
THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE |
title_sort |
impact of csr and green marketing on consumer behavior--- ica kvantum borlänge |
publisher |
Högskolan i Gävle, Avdelningen för ekonomi |
publishDate |
2013 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14853 |
work_keys_str_mv |
AT e130806kashifruby theimpactofcsrandgreenmarketingonconsumerbehavioricakvantumborlange AT e130806kashifruby impactofcsrandgreenmarketingonconsumerbehavioricakvantumborlange |
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