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    Kandidatexamen i Företagsekonomi Textilhögskolan 2013-05-30 VT2013.1.07 FIFTY SHADES OF GREEN - A GAP STUDY OF GREEN CONSUMERS & GREEN COMPANIES WITH CASE COMPANY LUSH COSMETICS Philip Bertilsson & Carolina Christodoulou  2 Foreword Initially we would like to thank the green costmetics company Lush Cosmetics and Ryan Looysen for taking time to inform us about the company’s marketing activities and allowing us to use the information for our case study. Further we thank the participants of focus groups for providing us with their opinions on the subjects of green products and green cosmetics. We lastly thank our tutor Daniel Hjelmgren, lector at the University of Borås, for valuable advice during the writing process. Borås 2013-05-17 Philip Bertilsson Carolina Christodoulou  3 Title: Fifty Shades of Green Year of publication: 2013  Authors: Bertilsson Philip & Christodoulou Carolina  Tutor: Daniel Hjelmgren  Language: English Abstract   The current green marketing industry is growing due to increasing consumer demand in combination with current environmental issues. Even so a common definition of the term  green  does not exist which creates both company and consumer confusion. Generally the expression is perceived by consumers to only describe environmentally friendly products but it is also further applied to different activities such as production, distribution and retailing. Due to the consumer lack of knowledge companies are having continuous difficulties satisfying the consumer’s changing needs and simultaneously p rotecting the environment. Companies are hoping to create awareness regarding environmental issues with the use of green marketing; however some companies are claiming to be green as a concealed marketing  ploy, known as  greenwashing  . This study’s purpose aims to reveal and analyze whether there are gaps of knowledge in the topic green products and predominantly green cosmetics between Swedish green consumers and green companies. Lush Cosmetics has been chosen as a case company for this dissertations explorative kind and the empirical findings have been collected by a semi-structured interview with a product & people developer at the company. Answers from green consumers have been retrieved through focus group meetings with suitable respondents. Analysis of the empirical information was subsequently completed through the study’s theoretical framework to find what types of dissents exist between the two parts and why these have been generated. Results of the analysis showed that confusion as well as different opinions is present between the two parts. The knowledge gaps are prominent between the company and the consumers in the subjects of understanding marketing terms, price, ingredients and efficiency. Keywords: green marketing, green products, green cosmetics, green consumers, gap study    4 Table of content  1.Introduction  ......................................................................................................................................... 5  1.1 Background ....................................................................................................................................5 1.2 Problem discussion .........................................................................................................................7 1.3 Problem formulation .......................................................................................................................8 1.4 Purpose of study .............................................................................................................................8 2.Methodology ......................................................................................................................................... 9 2.1 Study type .......................................................................................................................................9 2.2 Selection of informants ...................................................................................................................9 2.3 Data gathering ..............................................................................................................................10 2.4 Choice of theoretical framework ..................................................................................................10 2.5 Reliability & Validity ...................................................................................................................11 2.6 Alternative methods ......................................................................................................................12 2.7 Method of analysis .......................................................................................................................12 3.Study framework   ...............................................................................................................................13   3.1 An introduction to green marketing and green consumers ...........................................................13 3.2 Green marketing ...........................................................................................................................13 3.2.1 Green marketing on a historical perspective .........................................................................13 3.2.2 The importance of today green marketing.............................................................................13 3.2.3 Green marketing strategies ....................................................................................................14 3.2.4 Benefits of green marketing ..................................................................................................16 3.2.5 Challenges of green marketing ..............................................................................................17 3.3 Green consumers ..........................................................................................................................18 4. About Lush Cosmetics  ..................................................................................................................... 20 5. Interview and focus group results  ................................................................................................... 21 5.1 Meeting with focus groups ...........................................................................................................21 5.2 Interview with Lush Cosmetics ....................................................................................................24 6. Analyzing the gap between the two parts  ....................................................................................... 28 7. Conclusions  .......................................................................................................................................32   7.1 Suggestions for further research ...................................................................................................33 7.2 Recommendations .......................................................................................................................33  8. References  ......................................................................................................................................... 34 9. Attachments  ...................................................................................................................................... 37 9.1 Focus group questionnaire ................................................................................................................37 9.2 Lush Cosmetics questionnaire .........................................................................................................38
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