Communication of Environmental Innovations to Consumers - A Case of Renewable Packaging for Tetra Pak

Att kommunicera miljöinnovationer till konsumenter: En fallstudie av förnyelsebara förpackningar hos Tetra Pak

Författare

Zeynep Birsen

Summary, in English

Increasing awareness and change in attitudes towards environment has given rise to the sustainable development and this development has stimulated environmental innovations globally in the last years. The recent studies show that in near future there will be more packaging solutions from renewable resources. The purpose of this thesis is to investigate how a brand owner using renewable packaging material can communicate this and its higher value (compared to traditional packaging) to consumers. An exploratory research was done through a qualitative approach, involving literature review and empirical research in the form of semi-structured interviews with managers and experts across the actors of packaging value chain.

Avdelning/ar