Contemporary green marketing strategies

Ing. Kudube Mary Molete

Master's thesis

Abstract:

The aim of the thesis is to analyze the perception of South African Generation Y students’ towards McDonald’s green marketing strategies and their influence on decision-making. For that purpose, awareness and attitudes of the generation Y students in South Africa towards McDonald’s was observed, and how McDonald’s green marketing strategies influence their purchase decision-making. The thesis incorporates literature review and practical part. In the literature review part, an extract of all related concepts for the thesis is presented. The practical part consists of in-depth interviews with the generation Y students in South Africa, the presentation of data and analysis. The overall results indicated lack of awareness towards McDonald’s green marketing strategies, barriers hindering green products purchase decision such as price and environmental knowledge were indicated. Nonetheless, generation Y students in South Africa are aware of the significance of environmental sustainability, therefore if McDonald’s would enhance their green strategies awareness, students’ awareness, attitudes and perceptions would improve.

Abstract:

The aim of the thesis is to analyze the perception of South African Generation Y students’ towards McDonald’s green marketing strategies and their influence on decision-making. For that purpose, awareness and attitudes of the generation Y students in South Africa towards McDonald’s was observed, and how McDonald’s green marketing strategies influence their purchase decision-making. The thesis incorporates literature review and practical part. In the literature review part, an extract of all related concepts for the thesis is presented. The practical part consists of in-depth interviews with the generation Y students in South Africa, the presentation of data and analysis. The overall results indicated lack of awareness towards McDonald’s green marketing strategies, barriers hindering green products purchase decision such as price and environmental knowledge were indicated. Nonetheless, generation Y students in South Africa are aware of the significance of environmental sustainability, therefore if McDonald’s would enhance their green strategies awareness, students’ awareness, attitudes and perceptions would improve.

Keywords

Green marketing strategies, South African generation Y students, decision-making, awareness, attitudes, environmental sustainability

Language used: English

Date on which the thesis was submitted / produced: 8. 1. 2018

Thesis defence

• Date of defence: 30. 1. 2018
• Supervisor: Ing. Anida Krajina
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)