Interpreting Green Marketing: Exploring Swedish Consumers' Responses, Cultural Influences, and the Intention–Behaviour Gap in Sustainable Purchasing Decisions.

Green marketing has emerged as a strategic tool for businesses aiming to appeal to environmentally conscious consumers. However, despite widespread pro-environmental attitudes, Swedish consumers frequently exhibit a disconnect between their stated sustainability intentions and actual purchasing behaviours known as the intention–behaviour gap. This thesis investigates this phenomenon by exploring how Swedish consumers interpret and respond to green marketing messages, emphasising the influence of cultural norms and societal expectations. Employing qualitative methods, specifically semi-structured interviews and thematic analysis, the study reveals that consumers critically assess green marketing based on authenticity, transparency, and alignment with deeply ingrained cultural concepts such as "lagom" (moderation) and "jantelagen" (humility). Findings indicate that clear, authentic, and culturally resonant marketing messages positively perceived by Swedish consumers, while vague or superficial claims increase scepticism, exacerbating the intention–behaviour gap. The research highlights the necessity for marketers to authentically align their sustainability narratives with cultural norms. Furthermore, it emphasises the need for policymakers to understand how cultural expectations shape sustainable behaviour. Practical recommendations provided herein assist marketers in bridging the gap effectively, thereby enhancing consumes trust and sustainable purchasing outcomes.