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What’s the meaning of green?

Leander, Emanuel LU (2015) SMMM20 20141
Department of Service Management and Service Studies
Abstract
In the prevailing retail climate sustainability has become an important factor of competition actualizing questions about why we buy green products, how we buy them and how they are marketed. These questions touches upon the contextualization of green products, they need to be made meaningful and functional to consumers. It is therefore interesting to study the processes involved in the production of values that makes green products attractive. The aim of this thesis is to contribute to the understanding of how green products are created as meaningful by retailers. The results indicate that the retailer uses in-store contextualization and a multi-channel approach in order to add values to green products and thus make them meaningful.
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author
Leander, Emanuel LU
supervisor
organization
alternative title
A case study of a retailer creating meaning for green products
course
SMMM20 20141
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Meaningful, green products, retail, sustainability
language
English
id
4935595
date added to LUP
2016-02-04 13:25:17
date last changed
2016-02-04 13:25:17
@misc{4935595,
  abstract     = {In the prevailing retail climate sustainability has become an important factor of competition actualizing questions about why we buy green products, how we buy them and how they are marketed. These questions touches upon the contextualization of green products, they need to be made meaningful and functional to consumers. It is therefore interesting to study the processes involved in the production of values that makes green products attractive. The aim of this thesis is to contribute to the understanding of how green products are created as meaningful by retailers. The results indicate that the retailer uses in-store contextualization and a multi-channel approach in order to add values to green products and thus make them meaningful.},
  author       = {Leander, Emanuel},
  keyword      = {Meaningful,green products,retail,sustainability},
  language     = {eng},
  note         = {Student Paper},
  title        = {What’s the meaning of green?},
  year         = {2015},
}