Syns vi - finns vi !?
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 relat...
| Autores principales: | , |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2005
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/11550/ |
| _version_ | 1855571893932785664 |
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| author | Ek, Kristofer Furness-Lindén, Anna |
| author_browse | Ek, Kristofer Furness-Lindén, Anna |
| author_facet | Ek, Kristofer Furness-Lindén, Anna |
| author_sort | Ek, Kristofer |
| collection | Epsilon Archive for Student Projects |
| description | 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. |
| format | Otro |
| id | RepoSLU11550 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2005 |
| publishDateSort | 2005 |
| record_format | eprints |
| spelling | RepoSLU115502017-10-03T08:51:14Z https://stud.epsilon.slu.se/11550/ Syns vi - finns vi !? Ek, Kristofer Furness-Lindén, Anna Trade, marketing and distribution 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. För ett par hundra år sedan täcktes halva jordens landyta av skog. Idag är hälften borta och varje år avskogas en yta lika stor som Nepal. Avskogningen, tillsammans med förbränning av fossila bränslen, är också en av orsakerna till den ökande växthuseffekten. Ett mycket stort och relativt okänt problem för världens skogar är en omfattande handel med illegalt avverkad skogsråvara. Ur ett ökat medvetande om problemen med världens skogar växte Forest Stewardship Council, FSC, fram. FSC är en ideell, politisk oberoende, internationell certifieringsorganisation som arbetar för ett uthålligt bruk av världens skogar. För att en organisation som FSC ska överleva krävs lika stor del av standardsättning, kontrollsystem och marknadsföring. Svenska FSCs arbete har hittills huvudsakligen fokuserats på certifierings- och organisationsfrågor. Inget fokus har lagts på marknadsföring eller ökad kännedom om FSC i konsumentled. Examensarbetet syftar till att kartlägga hur FSC idag, och i en framtid, mest effektivt kommuniceras som en trovärdig och fungerande mervärdessymbol gentemot den enskilda, svenska slutkonsumenten. Studien söker svara på frågorna om huruvida en marknad för FSC existerar i Sverige, hur FSC i så fall ska överleva på denna marknad och till sist hur FSC-märkningen ska kommuniceras mest effektivt. Studiens empiriska arbete utgörs av en enkätundersökning om svenska konsumenters igenkänning av FSC och preferenser till andra mervärdesmärkningar, samt djupintervjuer med representanter från KRAV och FSCs nationella initiativ i Holland. Uppskattad igenkänning bland konsumenter, dock utan statistisk säkerhet, av FSC i Sverige är ca 5 %. Studien visar också att TV är det forum som konsumenten blir mest påverkad till miljömässiga val av, följt av dagspress, den allmänna samhällsvärderingen samt information i butik. Hela 90 % av de tillfrågade anser att det finns ett behov av en märkning som talar om att produkten de köper kommer från ett ansvarsfullt skogsbruk. Kriterier för att börja köpa FSC-märkta produkter är framför allt mer information, följt av rimligt pris och trovärdighet för märkningen. Undersökningen visar dessutom att prisskillnaden inte får vara för stor, några få procents påslag räcker för att konsumenten ska välja att inte köpa produkten. Allmän naturhänsyn, ingen skövling, återplantering och ansvar för djur och växter är de viktigaste egenskaperna som FSC-märkningen måste garantera konsumenten. Djupintervjuer med representanter från KRAV och FSC Holland ger erfarenheter från två skilda marknadsföringsstrategier som organisationer med begränsade resurser kan använda sig av. FSC Holland har arbetat med odifferentierad marknadsföring och letat efter billiga alternativ för att nå ut till så många konsumenter som möjligt. Detta har resulterat i en igenkänning av FSC hos 63 % av konsumenterna. KRAV har arbetat med att skapa preferens för KRAV-märkta produkter och omsorgsfullt valt forum och målmarknader för sina marknadsföringsinsatser. På så sätt har KRAV med relativt små medel blivit ett efterfrågat och välkänt varumärke för den svenska konsumenten. Gemensamt för de båda organisationerna är att de arbetat med enskilda organisationer för att skapa trovärdighet; FSC Holland med framför allt WWF, och KRAV med framförallt Svenska Naturskyddsföreningen. Budskapen som FSC kommunicerar måste skapa ett medvetande, verka övertygande, samt i efterköpsprocessen, kunna verifiera ett bra val. För att skapa ett medvetande måste informationen förenklas så att konsumenten har möjlighet att ta åt sig budskapet. Genom att kommunicera trovärdighet kan FSC övertyga konsumenten att välja FSC-märkta produkter. I efterköpsprocessen måste konsumenten ges möjlighet till verifiering, att det val som gjorts är ”rätt” och verkligen bidrar till ett uthålligt bruk av världens skogar. 2005-08-12 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/11550/1/ek_k_furnesslinden_a_171003.pdf Ek, Kristofer and Furness-Lindén, Anna, 2005. Syns vi - finns vi !? : marknadsföringsstrategier för Svenska FSC. UNSPECIFIED, Uppsala. Uppsala: (S) > Dept. of Forest Products <https://stud.epsilon.slu.se/view/divisions/OID-231.html> urn:nbn:se:slu:epsilon-s-7418 swe |
| spellingShingle | Trade, marketing and distribution Ek, Kristofer Furness-Lindén, Anna Syns vi - finns vi !? |
| title | Syns vi - finns vi !? |
| title_full | Syns vi - finns vi !? |
| title_fullStr | Syns vi - finns vi !? |
| title_full_unstemmed | Syns vi - finns vi !? |
| title_short | Syns vi - finns vi !? |
| title_sort | syns vi - finns vi !? |
| topic | Trade, marketing and distribution |
| url | https://stud.epsilon.slu.se/11550/ https://stud.epsilon.slu.se/11550/ |