Att bygga en berg- och dalbana av grönt kapital: En kvalitativ innehållsanalys om grönt kapital i Liseberg hållbarhetsrapportering

Sammanfattning: In recent decades, urban development has witnessed a significant paradigm shift towards embracing environmentally sustainable practices. Concurrently, there is a growing recognition that large corporations have considerable influence in society, thus placing increased responsibility on these actors for fostering green urban development. This bachelor thesis aims to contribute to Pierre Bourdieu’s capital theory by enhancing the understanding of the concept of green capital. Specifically, the study investigates how the amusement park Liseberg, through its sustainability reporting, enables creation of green capital in relation to its stakeholders. By utilizing theories and strategies derived from green marketing research, a qualitative content analysis of Liseberg’s sustainability reporting is conducted to achieve the purpose of the study. The study’s conclusion highlights the significance of Liseberg identifying its key stakeholders and aligning its reporting practices with their values, and to foster credibility through transparency. Furthermore, the analysis reveals that Liseberg’s possession of substantial green capital within the communities it operates strengthens its prospects for gaining increased social and economic capital. Additionally, the conclusion discusses how Liseberg predominantly employs strategies derived from green marketing research, while also identifying several distinct perspectives.