yogin
Yogin Vora
CONTENTS
1 BACKGROUND OF THE STUDY...................................................................................................................2
1.1 CHANGING MACRO ENVIRONMENT OF FOREST INDUSTRY...................................................................................2
1.2 CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS SUCCESS ...........................................................................3
1.3 FOREST INDUSTRY AND TIMBER CERTIFICATION .................................................................................................4
1.4 GREEN CHALLENGES FOR MARKETING PLANNING IN FOREST INDUSTRY ............................................................5
2 PURPOSE AND IMPLEMENTATION OF THE STUDY..............................................................................7
2.1 PURPOSE OF THE STUDY......................................................................................................................................7
2.2 RESEARCH DESIGN OF THE STUDY.......................................................................................................................8
3 THEORETICAL BACKGROUND OF THE STUDY ...................................................................................10
3.1 THEORETICAL APPROACHES TO ENVIRONMENTAL MARKETING ........................................................................10
3.1.1 Definitions and Classifications of CSR and Green Marketing...................................................................10
3.1.2 Corporate Environmentalism and the Greening of Strategic Marketing ...................................................14
3.1.3 Juslin’s Model of Environmental Marketing.............................................................................................15
3.2 THEORETICAL FRAME OF REFERENCE OF THE STUDY ........................................................................................16
3.2.1 Theoretical Framework of the Study .........................................................................................................16
3.2.2 Operationalisation of the Theoretical Framework....................................................................................18
3.2.3 Research Questions and Propositions to Be Tested .................................................................................21
4 DATA AND ANALYSIS ..................................................................................................................................22
4.1 DATA COLLECTION ...........................................................................................................................................22
4.2 ANALYSIS .........................................................................................................................................................24
5 SUMMARY OF THE STUDIES ......................................................................................................................27
5.1 GREEN MARKETING OF PAPER PRODUCTS IN FINLAND AND SWEDEN (I) ...........................................................27
5.2 GREEN MARKETING OF SAWN TIMBER AND WOOD BASED PANELS IN FINLAND AND SWEDEN (II)...................28
5.3 ENVIRONMENTAL ACTIVITY AND FOREST CERTIFICATION IN MARKETING OF FOREST PRODUCTS (III).............29
5.4 GREEN ADVERTISING: GREENWASH OR A TRUE REFLECTION OF MARKETING STRATEGY? (IV) .......................30
5.5 SOCIAL RESPONSIBILITY IN ENVIRONMENTAL MARKETING (V) ........................................................................31
5.6 GREEN MARKETING OF SOFTWOOD LUMBER IN WESTERN NORTH AMERICA AND NORDIC EUROPE (VI) .........32
6 CONCLUSIONS ...............................................................................................................................................33
REFERENCES......................................................................................................................................................35
1 BACKGROUND OF THE STUDY...................................................................................................................2
1.1 CHANGING MACRO ENVIRONMENT OF FOREST INDUSTRY...................................................................................2
1.2 CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS SUCCESS ...........................................................................3
1.3 FOREST INDUSTRY AND TIMBER CERTIFICATION .................................................................................................4
1.4 GREEN CHALLENGES FOR MARKETING PLANNING IN FOREST INDUSTRY ............................................................5
2 PURPOSE AND IMPLEMENTATION OF THE STUDY..............................................................................7
2.1 PURPOSE OF THE STUDY......................................................................................................................................7
2.2 RESEARCH DESIGN OF THE STUDY.......................................................................................................................8
3 THEORETICAL BACKGROUND OF THE STUDY ...................................................................................10
3.1 THEORETICAL APPROACHES TO ENVIRONMENTAL MARKETING ........................................................................10
3.1.1 Definitions and Classifications of CSR and Green Marketing...................................................................10
3.1.2 Corporate Environmentalism and the Greening of Strategic Marketing ...................................................14
3.1.3 Juslin’s Model of Environmental Marketing.............................................................................................15
3.2 THEORETICAL FRAME OF REFERENCE OF THE STUDY ........................................................................................16
3.2.1 Theoretical Framework of the Study .........................................................................................................16
3.2.2 Operationalisation of the Theoretical Framework....................................................................................18
3.2.3 Research Questions and Propositions to Be Tested .................................................................................21
4 DATA AND ANALYSIS ..................................................................................................................................22
4.1 DATA COLLECTION ...........................................................................................................................................22
4.2 ANALYSIS .........................................................................................................................................................24
5 SUMMARY OF THE STUDIES ......................................................................................................................27
5.1 GREEN MARKETING OF PAPER PRODUCTS IN FINLAND AND SWEDEN (I) ...........................................................27
5.2 GREEN MARKETING OF SAWN TIMBER AND WOOD BASED PANELS IN FINLAND AND SWEDEN (II)...................28
5.3 ENVIRONMENTAL ACTIVITY AND FOREST CERTIFICATION IN MARKETING OF FOREST PRODUCTS (III).............29
5.4 GREEN ADVERTISING: GREENWASH OR A TRUE REFLECTION OF MARKETING STRATEGY? (IV) .......................30
5.5 SOCIAL RESPONSIBILITY IN ENVIRONMENTAL MARKETING (V) ........................................................................31
5.6 GREEN MARKETING OF SOFTWOOD LUMBER IN WESTERN NORTH AMERICA AND NORDIC EUROPE (VI) .........32
6 CONCLUSIONS ...............................................................................................................................................33
REFERENCES......................................................................................................................................................35