Att möta den gröna efterfrågan : Hur grön marknadsföring kan hjälpa veganer att lätta sitt samvete genom ett medvetet konsumtionsbeteende.

Sammanfattning

To meet the green demand How green marketing can help vegans ease their conscience through conscious consumption. The purpose of this study is to explore how green marketing can help vegans ease their conscience through conscious consumption. The topic at hand is important in the feild of business administration since the study contribution elucidates the green demand among consumers. The reserach question reads, how have green marketing affected vegans conscience and conscious consumption? The aim of the study is to fill the knowledge gap that exists around the green marketing that has emerged in addition to the respondents opinions about how the structure of society should change in favor of the planet. Through semitructured interviews with ten vegans along with a survey that researched a potential difference between vegans and non-vegans as well as their opinion on sustainable responsibility empirical data was obtained and analysed (with SPSS version 28) along with the chosen theories. As a result of the gathered findings we shaped the concept green conscience and threw light on environmentally conscious consumers conscience, their response to green marketing and opinion on change in the societal system. With a mixed method this thesis has provided a unique insight about the green demand.