| Summary: | The current estimations in regards to the increase in environmental threats underline the importance of influencing individual behavior towards a more sustainable lifestyle. At the same time current trends show an increasing interest into ecologically produced foods around the world and that the consumption has seen a major rise in the 20th century. It is therefore of great importance that companies show their interest and commitment in order to offer and influence the consumer into choosing the environmentally sustainable alternative. Also, in order to properly reach out to the consumers, it is of outmost importance to map out their attitude towards these types of products. It is equally important, in order to fully realize the potential of successful positioning, to show an understanding for the underlying decision processes that dictates purchase. In order to meet up with these trends ICA has launched an ecological range of products. Our purpose is to investigate why and how they have decided on these particular choices regarding the positioning and in addition offer insight to whether or not they have managed to translate this viewpoint to the consumers. To achieve the first of these goals, theoretical input from business economics, psychology and sociology were used in the crafting of our own model that shows whether of not an emotional attachment with the consumers has been reached and this is something we see as a prerequisite in creating a long term relationship. The aspects we use as part of this framework is of an emotional, informative and trust inducing nature. They are then applied to the empirical material put forth by ICA that they have used for their strategic choices in regards to positioning. To achieve the second of these goals we have conducted a consumer survey in order to empirically verify their viewpoint of and attitude towards ecological products in general and ICA I love eco in particular. The main result of this essay states that ICA in part have been able to get their viewpoint of this line of product across to the consumers. What is lacking is a clearer, more defined product profile, an effective use of the already existing potential of self-confirmation and the implementation of an emotional niche in order to differentiate from other product in the ecological market segment.
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