Leiden University Student Repository

Bátkai, Chloé (2024)

Green Branding: A Case of La-Di-Da’s Biodegradable Housing

Bachelor thesis | Urban Studies (BA)

This research paper will analyze the connection between La-Di-Da, a biodegradable housing initiative and their potential uses of green branding to communicate their sustainable practices. Green branding refers to the incorporation of sustainable values and practices within marketing efforts. To complete this research, a discourse analysis of La-Di-Da’s media presence will be conducted to examine their use of media as a platform for green branding. Their use of media platforms include, digital media, social media and print media. Interviews were also conducted with one of the project developers, as well as with two students of the Royal Academy of Art (KABK), who are students of La-Di-Da’s project developer and have participated in various events hosted by La-Di-Da. These findings will provide a comprehensive understanding of La-Di-Da’s commitment to sustainability as well as to green branding. The analysis of the media shows various uses of green branding characteristics with...Show moreThis research paper will analyze the connection between La-Di-Da, a biodegradable housing initiative and their potential uses of green branding to communicate their sustainable practices. Green branding refers to the incorporation of sustainable values and practices within marketing efforts. To complete this research, a discourse analysis of La-Di-Da’s media presence will be conducted to examine their use of media as a platform for green branding. Their use of media platforms include, digital media, social media and print media. Interviews were also conducted with one of the project developers, as well as with two students of the Royal Academy of Art (KABK), who are students of La-Di-Da’s project developer and have participated in various events hosted by La-Di-Da. These findings will provide a comprehensive understanding of La-Di-Da’s commitment to sustainability as well as to green branding. The analysis of the media shows various uses of green branding characteristics with minimal reliance on promotional advertisement as a method of green branding. The interview demonstrated sustainable practices, eliminating any potential factors of greenwashing, thereby effectively enabling green branding. Interviews with the students highlighted external perspectives of La-Di-Da’s green branding characteristics and promotions. The study concludes that La-Di-Da employs diverse aspects of green branding characteristics, focusing more on educational and informative communication rather than promotional commercials. This is important to research as it delves into understanding how green branding is incorporated within sustainable housing initiatives.Show less

Author

Bátkai, Chloé

Faculty

Faculty of Humanities

Supervisors

Rosanne van der Voet

ECTS Credits

15

Language

en