Grøn Markedsføring: Et studie af British Airways
Translated title
Green Marketing: A case study of British Airways
Author
Szuster, Daniel
Term
10. term
Publication year
2008
Pages
56
Abstract
Specialet undersøger British Airways’ grønne initiativ om CO2-kompensation, og hvordan det bruges til at tiltrække britiske kunder. CO2-kompensation betyder, at man forsøger at udligne udledninger fra flyrejser ved at støtte projekter, der reducerer eller fjerner CO2 andre steder. Specialet ser på, hvordan initiativet præsenteres over for britiske kunder, og hvilken rolle det spiller i selskabets markedsføring og grønne profil.
This thesis examines British Airways’ green initiative on carbon offsetting and how it is used to attract British customers. Carbon offsetting means attempting to balance emissions from flights by supporting projects that reduce or remove CO2 elsewhere. The thesis looks at how the initiative is presented to British customers and the role it plays in the company’s marketing and green image.
[This abstract was generated with the help of AI]
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