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Abstract: -

This Master’s Thesis explains the relevancy of sustainable marketing, sustainability, e-commerce, circular economy of recycled paper packaging in the correlation of consumer perception, consumer decision making factors towards recycling and sustainability benefits.

Although the paper discusses sustainable marketing in a circular economy aspect potential in regards to recycled paper parcels, the research will mainly focus on the postal carrier company named PostNord based in Nordic countries; the paper will emphasise how the double-sealing recycled paper could increase the number of customers and sustainability ofthe company and consumer perception towards these type of packaging as a parcel.

The concept of Sustainability Marketing and Consumer Behaviour has been around for awhile. Since its emergence in the 1980s, the idea has evolved. Much research has been done regarding sustainability marketing, also known as green marketing. As the world is becoming environmentally polluted, many industries propagate it, and consumers need more sustainable products and services. Due to this reason and other respective consumer needs, companiesfrom the manufacturing and service industry have made a strategy to implement short andlong-term to become sustainable companies by becoming carbon-free.

Accordingly, postal carrier companies worldwide have developed various sustainable marketing strategies and technological tools to reduce carbon emissions. They simultaneously promote sustainability marketing based on consumer behaviour and perception.

The research paper mainly focuses on sustainable marketing, sustainable marketing in the circular economy, and consumer perception and factors affecting consumers’ purchase intention regarding the broad applicability and benefits of double-sealing recycled paperparcels for packaging in the postal service industry. For this particular Master’s thesis paper, the research has taken PostNord as a case study and developed an alternative sustainablemarketing and consumer perspective concerning: Circular economy through the use of recycled paper parcels, organisational resource utilisation, increased current & new customer,consumer perception towards recycled paper parcels, Consumer purchase intention towardsRecycled paper parcels & E-commerce with packaging.

The research paper is developed and has referred to various scholarly articles such as Escursell (2021), Kotler (2012) and several other scholars, including yearly sustainability reports of PostNord. The annual sustainability reports of PostNord have mainly focused on increasing its sustainability through technological tools, transportation systems, service and customer relations. This research paper is developed through a cross sectional research method study provided that PostNord is the case study related to using double-sealing recycled paper parcels as an alternative product to its current and potential consumers while increasing their sustainability.