How do fast-moving consumer goods brands influence consumers by integrating the green marketing-mix into their strategy? / Méline DABERT / 2021

Titre : How do fast-moving consumer goods brands influence consumers by integrating the green marketing-mix into their strategy? Type de document : Mémoire Auteurs : Méline DABERT, Auteur Année de publication : 2021 Importance : 74 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management MARKETING ENVIRONNEMENTAL ; MARKETING STRATEGIQUE Résumé : More and more people are becoming more environmentally conscious and want to reduce their negative impact on the environment. As a result, FMCG brands need to adapt and develop an offer that responds to this new awareness. This paper will show how companies can integrate green marketing into their strategy and what impact green marketing has on purchasing and consumption habits. A quantitative study was carried out to better understand what are the key elements of green marketing and in particular of the green marketing mix that influence the consumer and in which direction. This study will complement the numerous literature reviews on the subject of green marketing within companies. Therefore, this seminar paper aims to answer the question how do fastmoving consumer goods brands influence consumers by integrating the green marketing-mix into their strategy? Therefore, we could understand the importance of green marketing on the strategy of FMCG companies and that place and price are the 2 elements that according to the consumer will mostly impact their purchase of a "green" product compared to a common product. But each element of the green marketing mix is essential to have a complete and coherent green strategy. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539244