Grönt associeras med skogen : En kvalitativ studie om grön marknadsföring inom skogsindustrin

Sammanfattning: Title: Green is associated with the forest – a qualitative study on green marketing within the forest industry Purpose and research questions: The purpose of this study is to create an understanding of how actors within the forest industry work with green marketing and environmental arguments, as well as identifying benefits that green marketing may create and possible challenges associated with it. Research questions: 1. How do actors within the forest industry apply green marketing? 2. Which benefits may actors within the forest industry gain in their work with green marketing and when applying environmental arguments? 3. Which obstacles may actors within the forest industry face in their work with green marketing and when applying environmental arguments? Method: The study is made using a qualitative research methodology with a deductive approach. Primary data has been gathered by conducting semi-structured interviews with seven actors within the forest industry in Sweden, as well as The Swedish Forest Agency. Conclusions: This study concludes that actors within the forest industry apply green marketing and that it is a key for success. Actors within the forest industry wish to promote their green work to an even greater extent, but at the same time they are worried about being accused of greenwashing. Furthermore, environmental arguments are applied when marketing green work and source references are used in the process.