Sustainable marketing in micro and small enterprises

Abstract

This master’s thesis examines the implementation of sustainable marketing in Finnish micro and small enterprises (MSEs), focusing specifically on the practices, challenges, and opportunities these businesses face in integrating sustainability into their operations. Considering their significant impact on the Finnish economy, it is important to understand the approaches of MSEs towards sustainable marketing. The thesis consists of an introduction, literature review, methodology, findings, conclusions, and reflection.

The literature review addresses sustainable marketing and its components, the role of MSEs in the Finnish economy, and the existing literature and theories related to the topic. It establishes the importance of sustainable practices for MSEs and discusses the broader impacts of these practices on the environment, social, and corporate governance.

The research section utilized a qualitative research method consisting of semi-structured thematic interviews and analysis of selected companies' marketing materials. This approach enables a deep exploration of how MSEs perceive and implement sustainable marketing strategies, the benefits they gain, and the challenges they encounter. Representatives from six companies across different industries participated in the study, offering a diverse perspective on the practices and challenges of sustainable marketing within MSEs.

The findings reveal that while companies generally understand the importance of sustainability today, implementing it in their operations presents challenges, and its benefits are poorly understood. Companies that implement sustainable marketing face challenges due to a lack of resources, knowledge, and the complexity of sustainable strategies. Despite these challenges, businesses recognize the benefits of sustainable marketing, such as improved brand image, satisfied employees and stakeholders, and cost savings. Companies meet growing consumer expectations for ethical and environmentally friendly business practices through sustainable marketing.

The conclusions drawn from the research emphasize the need for targeted support and resources to help MSEs overcome the barriers to sustainable marketing. The thesis contributes to the academic literature by filling a gap in existing research, which has primarily focused on larger companies, and by providing practical recommendations for MSEs to enhance their marketing strategies sustainably.