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Mémoire
Bachelor thesis

The influence of Green Nudges in a marketing strategy to reduce consumption of natural resources for packaging while maintaining or increasing profits

    2020

77 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2020

English Environmental pollution became a serious problem and is impacting our planet today. According to the World Economic Forum, plastic “is one of the world’s leading drivers of climate change”. Literature states that cardboard boxes, such as Tetra Pak, require less natural resources than plastic bottles. Making a change and decreasing environmental pollution requires the active involvement of citizens, as stated by the UNCC. The purpose of this research study is to learn how green nudges can be involved in a marketing strategy to reduce the consumption of natural resources for packaging while maintaining or increasing profits. By definition, green nudges are a concept of behavioural economics and not considered to be a marketing tool. However, green nudges can be included as an extension of marketing tools that support the corporate social sustainability (CSR) strategy and are feasibly implementable. The survey results show that green nudges have an impact on consumers’ buying behaviour. Two tested green nudges did positively influence 80.1%-85.3% of the 231 participants. It further revealed that firms can increase sales prices by 15.6% without facing a decrease in demand, tested on a product of CHF 1.80 initially. It is recommended for firms to sell more beverages in cardboard boxes such as TetraPak, instead of plastic bottles. Completely replacing the plastic packaging by Tetra Pak could lead to a decrease in demand. Implementing green nudges and leading the change step-by-step reduces or avoids the risk of losing consumers. In more details, firms are recommended to implement green nudges that are transparent and do not include too much information, meaning that consumers do not need to actively think about their choice or behaviour. A further, recommendation is to test the nudge in the form of an experiment before implementing it on a large scale. This allows adapting the nudge to social and/or regional circumstances, with regard to the reactions. Although consumers would be willing to pay 15.6% more for a dairy drink in sustainable packaging, it is recommended not to exploit this willingness. Additional costs resulting from the new packaging material can be passed on, however, big differences in price should be verified.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 329850
Persistent URL
https://sonar.ch/hesso/documents/315118
Statistics
Document views: 126 File downloads:
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