Grön marknadsföring i detaljhandeln
The purpose with this research is to examine how the green marketing in retail trade can be developed in order to promote the eco-labeled products closer to the consumer.The method for the survey includes interviews with managers of a few retailers and their customers in the industrial sector. The purpose with the interviews was to produce the retailer and the customer?s perspective of products with eco-label on.The research is limited to the region of Västra Götaland.The results from this research indicate that there is a lack of communication between the retailer and the consumer. The consumers don?t think that the product is available. And the retailer thinks that there is not any demand of the product. Further the examination presents that the eco-labeled products is about 30% more expensive than a conventional product, which mean that it does not generate much profit to the retailer.