Green Marketing

-A case study of British Airways

By

Daniel Szuster

A Master Thesis in Culture, Communication and Globalisation at Aalborg University

January 2008

Title: Green Marketing, a case study of British Airways

Signs: 133.188

Supervisor: John Hird

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Daniel Szuster
Table of Contents

Introduction 5
Methodology 7 The Meaning of Green 8 Introduction 10 Theoretical Framework 11 Background Information 13
Theoretical Framework 14 Green Marketing 15 Environmental management 15 Why green marketing? 17 Marketing defined and corporate social responsibility 22 What is Green Marketing? 25 Green marketing strategies 28 Implications for organisations 30 Green Consumerism 34 Consumer behaviour research 35 The green consumer 38 The green buying process 41 Influences on purchase and consumption decisions 47 Global Warming and the Impacts of Climate Change 49 Human caused global warming 49 The impacts of climate change 50 The opposition to human caused global warming 52
Background Information 53 British Airways 54 Past and present 54 Carbon Offsetting 55 Datamonitor’s SWOT analysis 58 The British Green Consumers 59 Perception and Attitudes in Relation to the Environment 59 Information on the environment 62 Solutions to environmental problems 65
SWOT Analysis 67 Strengths 68 Weaknesses 71 Opportunities 73 Threats 75
Conclusion 76
List of Literature 78
List of Websites 80
Summary 81
Appendix 82

Introduction

“During humankind’s recorded history, extensive and sophisticated consumption systems have evolved to meet the needs of the earth’s human population […] But with world population now estimated at approximately 6.0 billion and expected to surge to between