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https://doi.org/10.21256/zhaw-26978| Publication type: | Master thesis |
| Title: | Marketing approach for firms transforming to circular economy : an analysis of sustainable positioning strategies and communication practices |
| Authors: | Carabelli, Corina |
| Advisors / Reviewers: | Vogt, Helen Nina, Weschenfelder |
| DOI: | 10.21256/zhaw-26978 |
| Extent: | 210 |
| Issue Date: | 2022 |
| Publisher / Ed. Institution: | ZHAW Zürcher Hochschule für Angewandte Wissenschaften |
| Publisher / Ed. Institution: | Winterthur |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | An increasing number of businesses recognize the advantages of the circular economy, which represents a move away from thinking and acting in make-use-dispose patterns. Firms changing their business models to circularity are considered to undergo a form of repositioning towards sustainability. However, it has been shown that using sustainability in communication can also raise the impression of greenwashing. For the circular economy to work, business models and consumers act as enablers. Consumers need to be convinced to buy or use circular business offerings. They may however be skeptical of the sustainability claims to which they are exposed. It should therefore be investigated how companies can convincingly and credibly communicate their sustainable positioning. Relevant literature in the fields of circular economy, marketing and branding, as well as green and social marketing, was reviewed in the first phase. Additional knowledge and experiences from experts were collected through interviews. This supplemented the research on business models, consumers and communication in the circular economy. In the second phase, an experimental approach was used to explore four sustainable positioning strategies on different consumer reactions. The proposed strategies were based on added consumer benefits that go beyond the sustainability aspects as well as transparency practices. The results show few differences among the tested positioning strategies in terms of brand favorability and credibility. Being transparent, however, helps to increase the purchase intention and willingness to talk positively about a brand. Unsubstantiated claims raise the level of perceived greenwashing. Sustainability as a differentiation tactic seems promising when no competitors follow such an approach in their communication. The main implication from a managerial perspective is knowing a firm’s initial standpoint in the market and the competitive environment. Recommendations and considerations for sustainable positioning strategies and communication practices are outlined. From a theoretical perspective, the findings of this thesis add to existing literature on green positioning strategies and enrich the understudied field of practicing marketing in the circular economy. Limitations and areas for future research are presented. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/26978 |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Appears in collections: | MSc Business Administration |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Corina_Carabelli_MSc_BA.pdf | 4.71 MB | Adobe PDF |  View/Open |
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Carabelli, C. (2022). Marketing approach for firms transforming to circular economy : an analysis of sustainable positioning strategies and communication practices [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-26978
Carabelli, C. (2022) Marketing approach for firms transforming to circular economy : an analysis of sustainable positioning strategies and communication practices. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-26978.
C. Carabelli, “Marketing approach for firms transforming to circular economy : an analysis of sustainable positioning strategies and communication practices,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2022. doi: 10.21256/zhaw-26978.
CARABELLI, Corina, 2022. Marketing approach for firms transforming to circular economy : an analysis of sustainable positioning strategies and communication practices. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Carabelli, Corina. 2022. “Marketing Approach for Firms Transforming to Circular Economy : An Analysis of Sustainable Positioning Strategies and Communication Practices.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-26978.
Carabelli, Corina. Marketing Approach for Firms Transforming to Circular Economy : An Analysis of Sustainable Positioning Strategies and Communication Practices. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2022, https://doi.org/10.21256/zhaw-26978.
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