Linger, Andoel (2023) Communicating Sustainability: A Business to Business Strategy in the Cardboard Packaging Industry. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
This study focuses on the role of marketing communication in conveying a company's sustainability efforts, using the Interviewee of Solidus, a leading sustainable packaging company in the cardboard packaging industry. The research emphasizes the importance of effective communication for gaining a competitive edge and contributing to overall sustainability strategies. Green marketing communication, which encompasses various types of communication about sustainability issues, is crucial for promoting environmental benefits and minimizing negative impacts. However, sustainability aspects are often neglected in marketing communication. The study highlights the significance of transparency, honesty, and concrete actions to avoid greenwashing and build trust with stakeholders. Solidus recognizes the changing customer mindset towards well-being and the environment, aiming to provide sustainable packaging solutions aligned with customer values. Sustainability has become a central aspect of companies' strategies in the industry, driven by regulatory pressures, customer demands, and consumer expectations. Practically, the research suggests incorporating green marketing into overall strategies, using eco- labels or certifications to demonstrate commitment and enhance transparency, and aligning communication with sustainability goals. Effective communication of CSR activities is essential for creating awareness and building a positive brand image. The study contributes to understanding green marketing communication and its role in conveying sustainability efforts.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Faber, N.R. and Long, T.B. |
| Date Deposited: | 12 Sep 2023 10:36 |
| Last Modified: | 12 Sep 2023 10:36 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/308 |
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