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This thesis addresses the relationship between sustainability action and firm competitiveness. Through the analysis of literature and by conducting a survey on consumer demands and preferences, the question whether sustainability action can help companies in the consumer electronics sector gain a competitive advantage is answered.
This thesis comes to the conclusion, that sustainability action can yield many advantages for companies, when executed properly. In general, companies with a strong sustainability performance reduce their production cost, have easier access to capital and labor, show financial and stock performance on the same level or higher than less sustainable companies, reduce stakeholder risk and gain consumer goodwill which can materialize into a competitive advantage. Regarding the consumer electronics sector,
this thesis shows that most consumers would prefer more sustainable products over less sustainable ones and would be willing to pay a price premium. What seems to be a big issue in the consumer electronics market is, that even though companies like Apple already act on the issue of sustainability, they are either doing a bad job or having a hard
time communicating their sustainability initiatives to consumers.
Abstract
The large-scale impact of the climate change on all regions and industries of the world underlines the need for action in the logistics sector. Despite literature in this field has matured fast since the last 5 years, it neglects the consideration of digital tools or measures to introduce sustainability in the sector. Consequently, precise recommendations on how to manage digital disruptions in order to reach sustainability goals in Logistics are lacking.
The objective of this thesis is to develop those recommendations and to facilitate their implementation for practitioners in the truck container transportation sector. To do so, the impact as well as the evolution of digitalization must be determined. Besides, factors for managing digital change successfully and measuring their impact in this sector shall be ascertained. Finally, a holistic framework to support the implementation process for becoming more sustainable by using digitalization should be presented.
A single-case study at the Logistics Start-Up “driveMybox” intends to fill the identified gap in knowledge. Particularly, it is studied how the organization manages to use digital tools to offer CO2-neutral truck container transports on their platform. Thereby, the different approaches are being looked at. Besides, data is gathered through qualitative interviews and other internal documents.
The first outcome of the thesis is an overview that illustrates the role of digitalization in Logistics. It increases the awareness of the digital impact and helps practitioners to take useful actions. Furthermore, a clear set of success factors to forward sustainability in the transportation sector was developed. Finally, a holistic result depicts which steps can lead to a more sustainable transportation process. Summarising, the thesis contributes to extant literature by combining digitalization with approaches to sustainability. The given recommendations consider the particularities of Start-Ups and support practitioners in this field with valuable guidelines and a holistic framework.
The aim of this thesis is to answer the question of how consumers can be influenced by influencers to purchase sustainable fashion. To this end, the following research question was posed: How do social media influencers influence consumers' attitudes, awareness, and purchase intentions toward sustainable fashion? In order to answer the research question, the main terms of the work were defined and explained. Through the use of multiple examples, sustainable influencers with different reach were analyzed. The results of this work showed that followers can be influenced to buy sustainable fashion by influencers on Instagram. Companies see influencer marketing as a high opportunity to achieve their business goals such as brand awareness and increasing sales. Based on this, it is recommendable to use influencers as a corporate strategy to raise awareness of sustainable fashion brands. In this way, sustainable companies can reach different target groups.
Key factors sustainability and digitalization – an analysis of countries performance and actions
(2022)
Climate change is an extremely relevant topic nowadays in everyday life, politics and even economy. Therefore, it is important to understand the dimension of this topic and be conscious about how it is affecting everyone’s life. Many people’s base of living is fading through for example crop failure or natural disasters. Next, businesses must also adapt since many governments have implemented emission caps which force organizations to restructure business processes to meet those goals. Adapting to new circumstances or ways of working is crucial to fight back menacing environmental changes and without coherent enforcement, the goal of combating global warming and tackling climate change can’t be achieved.
But how can these challenges be fought against in a meaningful way and matter in a long-term perspective? There were already some attempts made like setting a maximum for global warming worldwide. On the other hand, there is no country which can meet those in the required period of time. Next to battle the problem of global warming every country in the world has to take part and work together, or else the goals can’t be fulfilled, which can occur to be difficult and hard to execute in reality. If there is no coherency in enforcement the aim of fighting the global warming and climate change can’t be attained.
The essential query I want to obtain with this thesis is what the possibilities for countries through sustainability and digitalization to live and operate in a more renewable way are. Part of this work will be assessing Sweden’s progress and development in this field since they are pioneers in both key areas. Afterwards there will be a comparison to Morocco and Singapore which at first glance differ completely from each other to work out differences and common ground.
In the end contrasting key factors like climate and geography, politics or economy etc. will give insights about opportunities and unused potential in making the world more sustainable with the help of digitalization.
The technique of acquiring the data is mainly focused on news articles, tech, and business publications as well as governmental proclamation and reporting of environmental portals. The reasoning for this is that the topic is very up to date and the source of information needs to be as recent as possible.
The intention of the project is to generate understanding and awareness about how sustainability and digitalization can be drivers and work together in a complex sphere like environmental change.
The Impact of Using Sustainability Labels in Advertisements of Fashion Brands on Social Media
(2022)
This thesis investigates the impact of sustainability labels in advertisements of fashion brands on social media. It aims to answering the following research questions: Do consumers search for more information on sustainability labels? Do sustainability labels impact credibility? Do sustainability labels impact purchase decisions? To answer the research questions an online survey with 202 participants was conducted. The empirical study revealed that consumers tend to search for less additional information when a sustainability label is displayed in an advertisement on social media. Few consumers believe that brands are fully sustainable when sustainability claims in an advertisement are not supported by a sustainability label. The display of a sustainability label may not be one of the most important factors for consumers considering purchasing fashion items. Those results suggest that brands should use sustainability labels as an important tool in advertising on social media to fill the informational need of consumers and increase credibility.
Sustainability first caught greater attention when the Brundtland commission first published their report “Our Common Future”. Since then, a lot has been done to fight against climate change. Sustainability has become one major issue in the daily business of companies. One industry that is surely going to change as a cause of the increased awareness of sustainability issues is the automotive industry. The disruptive electrification push plays an important role in the fast changing industry. E- mobility solutions as a means for more sustainable mobility are demanded more and more by customers. Also, governments shape the change in the industry with new regulations, bonus payments for buying electric cars and their emission targets. All this might sooner or later push traditional combustion engine cars out of the market. New players like Tesla focusing only on electric vehicles are entering the market and traditional car companies are changing their business towards e-mobility as well. That this change works well, companies also will need a well-developed marketing as well as brand positioning strategy and this is where the concept of green marketing kicks in. Broadly spoken, green marketing is the marketing of products that minimize the negative effects on our environment. Therefore, the thesis is generally researching the details of literature on green marketing and brand positioning. Later on, a detailed transition to the automotive industry is made with the analyzing of the three companies Volkswagen, BMW and Tesla. The thesis works out how those three companies managed to transfer their marketing mix into a green one and how this then affected their brand positioning. The thesis discusses the findings critically and gives implications for theory and practice as well as a guide to what needs to be done to be recognized as a green player in the automotive industry.