Abstract
This research investigates the current white spaces of green marketing and country of origin effects, where new research could contribute theoretical value. The conducted research examines American and Swedish consumers' environmental awareness, willingness and initiative in contributing to their societies for future sustainability. Using a sample of 118 consumers from an intermediated questionnaire for the offline market, a conceptual framewok was developed where the study created the foundation and reasonable support for the purposed framework. The research has put forth several findings that have both a theoretical and managerial impact on organisations' business models that today's companies need to adopt to become successful in increasing sales of environmentally friendly products. Specifically, it was found that consumers acknowledge the cost-benefit relation on a personal level. Swedish cusumers trust eco-labels to a greater extent than US consumers, hence the relation between country of origin and eco-labels, as a source of information that consumers reflect upon, triggering a pro behaviour. It's evident that many of the triggering factors have a social perspective, but it depends on the ability of brands and retailers to communicate messages, as well as their efforts to carry larger assortments of environmentally friendly products. Ultimately, green marketing can lead to competitive advantages alone if adopted, and in addition to the ability of organisations to offer a product with certain origin; it results in a supporting feature that increases the state of competitiveness. Author keywords: Green marketing, green strategies, eco-labeling, country of origin effects, risks, branding, behaviour and values
