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Framtidens Reklam: Hållbar Marknadsföring: En studie om hur man marknadsför ekologisk hållbarhet
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication (from 2013).
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [en]

This study made by Jesper Lundqvist and Filip Sandström examines and analyses different companies to get an understanding on sustainable marketing. Its purpose is to then create a handbook on how to market sustainability and how to avoid greenwashing. The study is made using semiotic picture analysis where we have looked at four different companies and examined three pictures from each of them. All pictures originate either from their homepages or previous marketing made by the companies. We also used three different theories to get a clearer vision when analyzing the pictures. Those three theories are sustainability theory, semiotics and greenwashing. The result of this study shows that there are obvious differences between the companies that according to the media succeeded in their sustainable marketing and those companies that have been called out for greenwashing. These differences are most clear in the use of their choice of words and the use of the environment, since all companies in the study use the environment but in different ways.

Place, publisher, year, edition, pages
2022. , p. 55
Keywords [sv]
Greenwashing, Hållbarhet
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-93931OAI: oai:DiVA.org:kau-93931DiVA, id: diva2:1743627
Educational program
Media and Communication: Visual Communication Design (180 ECTS credits)
Supervisors
Examiners
Available from: 2023-03-20 Created: 2023-03-15 Last updated: 2025-02-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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