Measuring the Effectiveness of Green strategies in the Fast Food Industry – a Consumer Attitude Perspective

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School of Business | Bachelor's thesis
Degree programme
(Mikkeli) Bachelor’s Program in International Business
33 + 5
Objectives The main objectives of this study were to analyze the effects of green strategies implemented by the three largest fast food chains on consumer attitudes in Finland. It attempted to answer the question of to what extent the attitudes have changed, and what is the correlation between the levels of green strategies and consumer attitudes on Hesburger, McDonalds and Burger King. In addition, it examined the companies’ differences in green strategies and green marketing, in order to discover any possible green washing. Summary The method of this study was a quantitative survey measuring attitudes, and a quasiquantitative approach to examine the green strategies of the companies. The sample consisted of Finnish high school and university students. Conclusion The results of the survey indicate that Hesburger is seen as the most sustainable of the three by a statistically significant difference, while general attitudes towards the three companies did not differ. The results of analyzing the green strategies of the companies showed that Hesburger has also invested considerably more on green strategies. Therefore, the study did find that green strategies do have a positive effect on consumer attitudes in terms of sustainability. Moreover, no green washing was found when examining the companies, as the levels of green promotion and green strategies were quite balanced. Finally, it is recommended for companies from all fields of businesses to implement green strategies, as it has been proved to have a positive effect on consumer attitudes.
Thesis advisor
Grinsted, Susan
consumer attitudes, marketing, sustainability, green consumers
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