Kan snabbmat vara grön? : En studie om hur snabbmatskedjorna positionerar sig på marknaden genom att använda sig av grön marknadsföring
Sammanfattning: The climate question is one of the major questions in society and consumers today expect cooperates to take responsibilities that help the environment. One of the industries that consumers have misbeliefs in when it comes to green marketing and green products is the fast-food industry. Because of the misbeliefs from the consumers, the fast-food chains need to increase their green alternatives and their green marketing. The aim of this study is therefore to study and highlight how green marketing is used by companies in the fast-food industry to position themselves in the market. In addition, we also intend to investigate how and if green marketing affects the consumers’ brand perception and purchasing behavior. To examine this purpose a mix of both qualitative and quantitative methods is used. The qualitative method is analyzing commercials from the fast-food chains and observations in their restaurants to see how they use green marketing. The quantitative method is a web survey with 71 responses to see how the consumer perceived the brand of the fast-food chains. The result showes that the fast-food chains do similar initiatives for the environment, but it differs how consumers perceived their brand as green or not.
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