This dissertation analyses the integration of environmental issues into the marketing planning of forest industries and their industrial customers. The study consists of four published scientific articles and two manuscripts accepted for publication. A review section considers environmental marketing and corporate social responsibility from a theoretical point of view, and presents the empirical approach of the study. The study is based on quantitative interview data among Finnish, Swedish, German, UK, and western North American forest industries. Differences between countries and industry sectors are analysed and companies are classified based on their environmental activity (greenness) and responsibility values. From a marketing theory perspective, the logic of environmental marketing is analysed by studying hypothetical hierarchical relationships between marketing strategies, structures and functions. The results suggest that most of the surveyed companies emphasise environmental issues in their values, marketing strategy and its implementation. The industry should not be risking accusations of “greenwashing”, even though the integration of environmental issues into marketing planning could be deeper. “Proactive green marketers” emphasising a free market system in their values are the most genuine group in implementing environmental marketing voluntarily and seeking competitive advantage through environmental friendliness. The results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesised according to the model of environmental marketing used to guide this study. The results of this study can be used in developing strategic marketing of (forest) industry companies especially concerning integration of environmental issues into marketing planning.

Environmental marketing strategy and its implementation in forest industries (väitöskirja)

Recently, environment and ecology have become critical issues for the global population and entrepreneurs. The millennial generation is considered one of the most prominent population groups and an attractive target for many companies to engage. This study aims to understand the Japanese millennials' attitude toward Indonesian rattan furniture as a green product. Indonesia is one of the biggest rattan furniture suppliers to the global market where Japan is listed as the third biggest market for Indonesian rattan furniture after the U.S. and European region. In this study, the researchers made an exploratory qualitative approach to understand Japanese millennials’ attitude towards Indonesian rattan furniture by analyzing the data based on the theory of characteristics of millennials and consumer attitude. This research was conducted in Indonesia and Japan. The results show Japanese millennials' attitude toward Indonesian rattan furniture is positive. Aesthetic values, price, and “summer” image of rattan furniture are the findings.

How is the Attitude of Japanese Millennials Towards Indonesian Rattan Furniture

Although research on consumer preference and purchase intentions has received significant attention, little research has been performed with respect to furniture products, particularly in the area of empirical hypothesis testing. This study used regression models to test hypotheses relating to positional goods consumption and environmental and sustainable consumption theories to investigate consumers' preference for rattan cane furniture and their intentions to purchase the product. A questionnaire was administered to 750 staff and students from universities, polytechnics, and research institutions in Ghana. The results showed that social status, modernity, and environmental safety supported the preference and purchase intentions for rattan cane furniture, whereas mixed results emerged from sustainable consump- tion. The most important driver of preference for rattan cane furniture was modernity, followed by environmental safety, social status, and sustainable consumption. In the case of purchase intentions, social status emerged as the most important factor, followed by modernity, and then environmental consumption. Building a positive social, environmental, and sustainable image of rattan cane furniture will enhance the product's value, and this will culminate in increasing consumers' preference for the product and their intentions to purchase the product. The study concluded that through market segmentation, manufacturers, and marketers of rattan cane furniture can target consumers who are proenvironmentalists and those who want to use the product to enhance their social image, thereby attracting a price premium.

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F. K. Bih

Papers

Consumer preferences and purchase intentions for rattan furniture