Green branding strategies: the perception of sustainability of waste management companies among young people.

Zurita Castaneda, Julia (2023) Green branding strategies: the perception of sustainability of waste management companies among young people. Master thesis, Sustainable Entrepreneurship (SE).

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Abstract

Green branding is nowadays a widespread strategy, but it is not known which factors can help to create or destroy a sustainable brand image. The purpose of this study is to investigate which aspects can alter the elements and design of branding in the creation of sustainable corporate images in waste management companies among young people. To answer this question, a qualitative study consisting of eight interviews were carried out to find out more about the opinions of young people. The results show that for generating sustainable perception it is necessary that sustainability also resonates within the company's performance, as branding should provide a clear picture of the company's behavior and practices. However, the factors that affect sustainable perception and effective sustainable communication are the coherence between the elements that make up the branding, having well-designed CSR actions that are coherent with the company's mission, adapting to the level of information provided to users and being transparent in the message. This study aims to help waste management companies to design a corporate image that truly reflects the brand's commitment, bring the message closer to society and have a greater impact on the community in terms of awareness and education.

Item Type:	Thesis (Master)
Name supervisor:	Rotulo, A.
Date Deposited:	12 Sep 2023 10:43
Last Modified:	12 Sep 2023 10:43
URI:	https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/320

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