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  • 1.
    Sellberg, Magnus
    Mid Sweden University, Faculty of Science, Technology and Media, Department of Ecotechnology and Sustainable Building Engineering.
    Marknadsföring inom outdoorbranschen & hur den påverkar vår förmåga att uppfylla hållbarhetsmålen.2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The way we produce and consume products today is a major contributor to all of the environmental problems that the world is experiencing. Outdoor industry is no exception, despite the fact that it is an industry that is directly or indirectly dependent on nature and what it has to offer. It may seem contradictory that companies that depend on nature for their products to fill a function and be used by the customers at the same time is a contributing factor to these opportunities deteriorate.

    This report has analyzed the advertising of different outdoor companies in the magazine Turist. 105 of 107 possible ads goes directly against the four system conditions according to The Natural Step that is crucial if we are to achieve a sustainable society and the sustainability objectives which have been developed both nationally and internationally. The ads are featuring products whose materials and production are following a linear business model. Looking at the same ads from a marketing perspective, almost half of them (50pcs) are price-oriented and do not have extensive product information or explanatory text and must therefore be directed against existing customers. To sell products to them, and when many of them also show price cuts and large pack sales, even more so prevents our ability to achieve the sustainability goals.

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