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The Role of Organizational Culture on Green Marketing

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The Role of Organizational Culture on Green Marketing FACULTY OF EDUCATION AND BUSINESS STUDIES Department of Business and Economics Studies Master Programme in Business Administration (MBA): Business Management 60 Credits The Role of Organizational Culture on Green Marketing Lucia Gido Chuwa Ukpemeobong Usen Ibokette June 2020 Student Thesis, Master Degree (One Year),15 Credits Business Administration Master Programme in Business Administration (MBA): Business Management 60 Credits Master Thesis in Business Administration 15 Credits Supervisor – Dr. Daniella Fjellström Examiner - Dr. Maria Fregidou-Malama ABSTRACT Title: The Role of Organizational Culture on Green Marketing Level: Final Thesis for Master‘s Degree Program Authors: Lucia Gido Chuwa and Ukpemeobong Usen Ibokette Supervisor: Dr. Daniella Fjellström Examiner: Dr. Maria Fregidou-Malama Date: June 2020 Aim: The aim of this study is to explore the influence of organizational culture on green marketing. Method: This study applies a qualitative research approach on seven selected companies in Sweden and Nigeria. We interviewed seven people using seven semi- structured interview questions and we carried out thematic data analysis by grouping the findings into common themes to guide our discussion. Result & Conclusions: This study concludes that organizational culture influence implementation of green marketing as it dictates what happens within the organization and how it happens. The organization that embraces environmental values in its culture needs to disseminate it to all employees to create common understanding and commitment towards its implementation. We also discovered a lower level of customer awareness on green marketing which requires more efforts by organizations and stakeholders to create this awareness or advocacy which will help firms investing on green marketing to sell their products. Suggestions for future research: We suggest a future study which could complement this study using a bigger sample size. We also propose a comparative future study which may help to highlight how implementation of green marketing in developed countries like Sweden differs from the developing countries like Nigeria. Furthermore, we suggest an explorative study on how best the customer awareness on green marketing can be enhanced so that to support green marketing. Contribution of the thesis: This study contributes to the body of knowledge about organizational culture, environmental sustainability and green marketing through highlighting how organizational culture influence implementation of different components of green marketing mix, which was an underexplored area. We also contribute that customer awareness is an important aspect to encourage green marketing Key words: Green marketing, green marketing mix, organizational culture, Sweden, Nigeria, environmental sustainability and Natural Resource Based View Theory. Acknowledgement We would like to extend our gratitude to all who have helped us accomplish this work in one way or another. Firstly, we would like to thank our Almighty God for giving us the strength and inspiration of writing this study. We dedicate this project to the Swedish Institute for the Funding and support provided helping us to carry out this study. We also give special thanks to our Supervisor Dr. Daniella Fjellström along with Dr. Maria Fregidou-Malama and Dr. Ehsanul Huda Chowdhury for their encouragement and constructive feedbacks during the entire process. Special thanks to Michelle Rydback for her encouragement and support when we faced difficulties on finding companies. We would also like to thank our families for their love and encouragement during the process. Finally, we would like to thank all MBA students including all groups that opposed any part of our work; we thank you for your cooperation and valuable contributions to help us perfect our work. Table of Contents 1. INTRODUCTION .................................................................................................... 1 1.1 Background .................................................................................................. 1 1.2 Motivation .................................................................................................... 3 1.3 Problematization.......................................................................................... 5 1.4 Aim ............................................................................................................... 6 1.5 Research question ........................................................................................ 6 1.6 Scope and delimitation ................................................................................ 6 1.7 Disposition.................................................................................................... 7 2. THEORETICAL FRAMEWORK ................................................................................. 8 2.1 Environmental sustainability ...................................................................... 8 2.2 The Natural Resource Based View (NRBV) theory ................................. 10 2.3 Organizational culture .............................................................................. 13 2.4 Green marketing ........................................................................................ 16 2.5 Green marketing and organizational culture ........................................... 19 2.6 Green marketing Mix ................................................................................ 22 2.6.1 Green Products .............................................................................................................. 22 2.6.2 Green promotion ............................................................................................................ 23 2.6.3 Green pricing ................................................................................................................. 26 2.6.4 Green place/ Distribution ............................................................................................... 27 2.7 Conceptual framework .............................................................................. 27 3. METHODOLOGY .................................................................................................. 29 3.1 Philosophical considerations ..................................................................... 29 3.1.1 Ontology ....................................................................................................................... 29 3.1.2 Epistemology ................................................................................................................. 30 3.2 Research approach .................................................................................... 32 3.3 Research strategy....................................................................................... 32 3.4 Research design ......................................................................................... 33 3.5 Research unit ............................................................................................. 34 3.5.1 Overview of Sweden on environmental Conservation ..................................................... 35 3.5.2 Overview of Nigeria on environmental Conservation ...................................................... 35 3.5.3 Motivation for the selected organizations ....................................................................... 36 3.6 Sampling approach .................................................................................... 37 3.7 Data collection processes ........................................................................... 38 3.7.1 The interview process .................................................................................................... 39 3.8 Data analysis .............................................................................................. 41 3.9 Ethical considerations ............................................................................... 43 3.10 Trustworthiness ......................................................................................... 43 4. EMPIRICAL FINDINGS .......................................................................................... 45 4.1 Organization culture ................................................................................. 45 4.1.1 Artifacts and Logos........................................................................................................ 45 4.1.2 Espoused Values and Beliefs and onboarding of new employee ...................................... 46 4.1.3 Underlying Assumptions ................................................................................................ 47 4.2 Factors/ motives towards green marketing............................................... 48 4.3 Implementation of green marketing ......................................................... 50 4.3.1 Green Product ................................................................................................................ 50 4.3.2 Green promotion ............................................................................................................ 51 4.3.3 Green Pricing ................................................................................................................ 52 4.3.4 Green Place/ Distribution ............................................................................................... 52 4.4 Benefits for implementation ...................................................................... 53 4.5 Organization
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