| Summary: | This thesis investigates the integration of sustainability principles into marketing strategies within the South Korean natural products industry, with a specific focus on the entry of Arctic Natural Products Ltd. into this market. Through a combination of interviews with industry experts and a literature review, the research explores the impact of sustainability on consumer perceptions, effective marketing approaches for Arctic Natural Products Ltd., and the alignment of marketing strategies with environmental, social, and economic values. The findings reveal that in South Korea, sustainability is predominantly associated with health, particularly among adolescents and mothers who prioritize the well-being of their children. For Arctic Natural Products Ltd. to successfully enter the South Korean market, specific tactics are necessary. This includes emphasizing transparency, authenticity, storytelling, digital engagement, and adopting a multi-channel approach to effectively incorporate sustainability into messaging. Despite the inherent limitations of qualitative research, this study provides insights for international businesses seeking to introduce sustainable products into the South Korean market. Future research could encompass cross-industry analysis, comparative studies, longitudinal tracking of sustainability trends, as well as primary research on consumer preferences. Also, an exploration of specific communication strategies might be valuable. To conclude, this thesis contributes to the understanding of sustainability practices and marketing in South Korea's natural products industry, offering actionable guidance for businesses aiming to enhance sustainability messaging and market presence. Tässä opinnäytetyössä tutkitaan kestävän kehityksen integrointia ja markkinointiviestintästrategioita Etelä-Korean luonnontuoteteollisuudessa keskittyen erityisesti Arctic Natural Products Ltd:n lanseeraukseen. Tutkimuskysymyksillä pyritään selvittämään kestävän kehityksen roolia kuluttajakäsityksessä. Nämä asenteet ...
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