University of Oulu

Becoming rightfully green : how industrial companies legitimate their green brands for their customers?

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Author: Erkkonen, Julius1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.5 MB)
Pages: 145
Persistent link:
Language: English
Published: Oulu : J. Erkkonen, 2022
Publish Date: 2022-06-14
Thesis type: Master's thesis
Tutor: Ojansivu, Ilkka
Reviewer: Saraniemi, Saila
Ojansivu, Ilkka


Industrial companies are heavily tied together with environmental sustainability, whether they wanted it or not. Manufacturers and suppliers are both required to adapt for changing environmental regulations that affect their operations. Becoming more sustainable, and meeting environmental legislative minimum requirements is a requirement for staying operational. When most of the companies are forced to slowly become more sustainable, the challenge is trying to stand out from them. While avoiding the stigma of a greenwasher, how can these industrial companies’ brands become rightfully green?

Purpose of this study is to find ways how industrial suppliers can legitimate their green brands for their B2B customers. Sustainability issues that are important for consumers, might not be similarly viewed in industrial business-to-business relationships. That is why studying industrial companies in their own ecosystems is important, rather than comparing them directly to consumer markets. In addition, this study aims to integrate literature from sustainable industrial branding, and literature from legitimacy and legitimation which have been scarcely combined with B2B branding.

Empirical data of this study was collected from 19 theme interviews. An engine manufacturer was selected as the focal company for this study, and two of its forest machine manufacturer customers were selected representing the customer’s viewpoint. Individual persons were interviewed from multiple roles and departments of these companies varying between product developers, account managers and purchasers, managers, and persons in director roles. From their own industries, studied companies gave a good representation of brands in a journey towards greenness.

Based on this study, several physical, non-physical, and mixture of physical and non-physical sources of green brand legitimacy were found. Especially unique findings were elements of nature such as facilities constructed out of wood, and sense of pureness and cleanliness of production facilities. In addition, nine strategies for justifying green brands were identified. These nine strategies were named as the following: rhetoric sustainability, nature elements, mimicking, external validation, certification, project participation, internal acceptance, pureness, and supervision. Findings of this study are relevant for industrial suppliers in their journey of justifying their green brands for their customers.

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Copyright information: © Julius Erkkonen, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.