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Ek, Kristofer and Furness-Lindén, Anna (2005) Syns vi - finns vi !? Other thesis, SLU.

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Abstract

A couple of hundred years ago half of the earth's surface was covered by forest. Today, only half remains and every year an area the size of Nepal is disappearing. Deforestation, together with the burning of fossil fuels, is also one of the reasons for the increasing greenhouse effect. Another relatively unknown problem for the world's forests is the trade with illegally harvested timber. From an increasing awareness regarding problems with the forests of the world, the Forest Stewardship Council, FSC, was established. FSC is an international non-profit certification organization working for a sustainable management of the world's forests. In order for FSC to survive, the organisation has to consist of an equally large part standard setting, control systems and marketing. The Swedish FSC initiative has so far only been working with certification and organizational issues. None or very little attention has been given to marketing efforts in order to increase the consumer knowledge of FSC. By conducting a survey of the Swedish consumer's knowledge of FSC and preferences towards other value-added labels and by interviews with the FSC initiative in the Netherlands and KRAV, the thesis aims to answer the question of how FSC can survive on the Swedish market. The thesis focuses on how FSC should be communicated most effectively towards the Swedish end consumer. The estimated recognition, with no statistical certainty, of FSC in Sweden is about 5 %. The survey shows that TV is the most important forum for communicating environmental issues, followed by newspapers, the common societal values and in-store information. Of the interviewed, 90 % would like to see a labelling scheme that ensures that the product they buy guarantees sustainable managed forests. The criteria for buying an FSC-product were primarily information about the label, followed by a fair price and reliability for the label. The survey also shows that price difference relative other non-labelled products can not be too big. A couple of percent is enough for the consumer not to buy the labelled product. General care for the environment, no clear cutting, replanting and responsibility for the animals and plants are the most important factors that the FSC-brand should guarantee the consumer. The interviews show two different strategies for organizations with limited resources to conduct marketing efforts. FSC Netherlands have been working with undifferentiated marketing, concentrating on finding cheap but effective alternatives to reach all the consumers with their message. These efforts have generated recognition of FSC of 63 %. KRAV, on the other hand, have worked to create preference for KRAV-products and have carefully selected forums and target markets for their marketing efforts. This way, KRAV have with relatively limited resources become a well known and demanded product for the Swedish consumer. Both organisations have been working with non-government organizations to help create credibility; FSC Netherlands have been working closely with WWF, and KRAV have had collaboration with SSNC, the Swedish Society for Nature Conservation. The message that FSC communicates must create awareness, be persuasive and in the post-purchase process, help the consumer to verify a good choice. To create awareness, the message must be simplified so that the consumer understands it. By communicating credibility, the organization might persuade the consumer to choose FSC-labelled products. In the post-purchase process the consumer has to be helped to verify that the purchase decision actually does contribute to sustainable management of the forests of the world.

Item Type: Thesis (Other)
Keywords: FSC, Marknadsföringsstrategier, Kommunikation, Mervärdesmärkning, Miljömärkning
Subject (faculty): Faculty of Forest Sciences > Dept. of Forest Products and Markets
Divisions: SLU > Faculty of Forest Sciences
Depositing User: Hans Fryk
Date Deposited: 12 Aug 2005
Last Modified: 18 Aug 2015 09:35
URI: http://ex-epsilon.slu.se/id/eprint/604

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