This thesis aims to take a look at the concept of value within products where the idea of sustainability is evident in product and brand marketing and furthermore it will be researched theoretically and empirically how consumers perceive this. In order to do so four different archetypical consumers will be characterized and their attitudes towards sustainability will be examined. With this in mind the focus will shift towards the possibilities of companies to enhance their chances of success when targeting consumers with a focus on sustainability. This thesis aims at showing how successful marketing can contribute to the value-creation process thus ultimately creating additional value for both the company and the consumer by using sustainability as the point of departure.
|Uddannelser||Cand.merc.smc Strategic Market Creation, (Kandidatuddannelse) Afsluttende afhandling|