Planeat

“We avoid every package that is not compostable, even though our costs are very high.

Shortly will have reusable packaging, which is closer to being even more sustainable, so we feel engaged” (L.Rogledi, case study interview, 12.10.2022).

Furthermore, according to the interviewee, the difference in costs between using compostable and reusable packaging instead of plastic is that compostable packaging at the moment is five times more expensive, and it is hard to stick with eco-friendly packaging, so it is an investment for the company, and it signifies that the company believes in sustainability.

4.2.2 Green Marketing

According to the interviewee, green marketing is a way to promote green habits and green entrepreneurial proposals. The company has implemented green marketing strategies since the beginning, but the customers always perceived the campaigns as deceiving.

“We as a company have been involved in this practice since the first day basically, it our way to introduce our service to our customers. It is challenging to make them understand that there is no greenwashing attitude in what we do. Moreover, we feel that people perceive us as one of the bad companies. However, we are different and behave differently” (L.Rogledi, case study interview, 12.10.2022).

The interviewee stated that the consumers misjudged the company, and the feedback was always negative, which means one of the companies that advertise sustainability and green but does not reflect those values. The interviewee stated that, when it comes to green marketing, it is challenging to make the customers understand that there is no greenwashing in their companies and what the company does.

Regarding the company's target, the interviewee describes ordinary people living alone or with families and companies; in fact, Planeat also provides a catering service for other companies’ events. They are also involved with school canteens’ services. One noticeable aspect of the catering service is that it is also changing, and people are

more attracted to ecological packaging. So even indirect customers appreciate the fact that the company provides ecological packaging, mainly because the service is much cheaper than the competitors and the food is qualitatively different, in a positive way.

“I feel that using green marketing strategies positively impacts the customers buying behavior. Our green marketing strategies mostly involved green product and green packaging strategies, as well as green promotion. These strategies are carried out through online and offline channels, such as participating in fairs, adverts, billboards around the cities, and social media campaigns” (L.Rogledi, case study interview, 12.10.2022).

According to the interviewee, the company already sees some changes, and its customer base is constantly increasing. In their green marketing campaigns, the company particularly stresses using compostable packaging and that raw materials are locally sourced.

4.2.3 Greenwashing

The interviewee does not have a favorable opinion regarding greenwashing.

“I feel a certain way about it! Not in a positive way, indeed! As I said before, when I speak to customers, they feel we are the bad guys and are trying to mislead them and trick them into thinking that we are a sustainable company to the core. They think we talk the talk, but we do not walk the walk, as they say in the USA. They feel that we have a facade that is made of all sustainable products and whatever, but then we do not stick to it” (L.Rogledi, case study interview, 12.10.2022).

Customers always portray Planeat as a bad player in the industry, and they think that sustainability is just a nice facade that the company carries but that, in reality, does not exist. According to the interviewee, customers have trust issues and do not trust companies enough. This is a side effect of greenwashing, so honest companies like Planeat have to work twice as hard to gain consumers’ trust. The only way to overcome this is to develop a strong customer relationship. As already stated, the interviewee

thinks that greenwashing it’s been used by many companies to attract new customers, but the downside is that those companies do not embrace sustainability. Their only goal is a higher profit.

“Greenwashing is very difficult to overcome without demonstrating that our company is like that. So we have to engage in having a strong brand, and we have to make the consumers believe and trust us” (L.Rogledi, case study interview, 12.10.2022).

4.2.4 Competitive advantage and Perceived corporate image

In the case of Planeat, the added value of the company and what benefits the corporate image the most are, indeed, the product and the strategy behind it.

“Our first-time customers are for sure attracted by the product and the great sustainability value it has. Our ingredients are locally sourced, and they are completely biological. We want to support local realities and farmers” (L.Rogledi, case study interview, 12.10.2022).

Regarding competitive advantage, it is embodied in the vision of the company.

“Our competitive advantage is what we are. It is our company, our vision, and our mission! There are a lot of big players in the market, but I think we have something that they do not. Our sustainability value and the attention for our customers”

(L.Rogledi, case study interview, 12.10.2022).

4.2.5 Internationalization

The company has yet to state the internationalization process but plans to do so soon.

“Our model can be reproduced in every Italian and foreign city. Our ideal internationalization plan would be one to replicate our business model in European cities using a franchising model. This is the best way because we use locally sourced products and do not want to change that. Even though for now we are just thinking

about expanding in other Italian cities and then, in three or four years, we will start to go abroad” (L.Rogledi, case study interview, 12.10.2022).

In doing so, the interviewee thinks green marketing will be the perfect tool to help the company enter a new market.

“It will certainly have more advantages because we cannot expand in a new market without implementing a green marketing strategy. It will also help make our company’s philosophy more understandable to new customers” (L.Rogledi, case study interview, 12.10.2022).

The interviewee also feels that talking about the green initiative and using them to develop a green marketing campaign is good for the company's future. However, the company needs to take some action as soon as possible.

“Green marketing, and marketing in general, is the first and best way to be known in foreign markets. It is for sure the starting point!” (L.Rogledi, case study interview, 12.10.2022).