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Att stimulera hållbara attityder och beteenden i dagens konsumtionssamhälle: En kvalitativ studie av hur vinstdrivande organisationer beskriver sin roll för en hållbar utveckling och hur det kommer till uttryck i kommunikation mot konsumenter
University of Borås, Faculty of Librarianship, Information, Education and IT.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesisAlternative title
Stimulating sustainable values and behavior in todays consumingsociety : A qualitative study on how profit-driven organizations describe their role for a sustainable development and how that translates into marketing messages (English)
Abstract [en]

This qualitative study examines how profit-driven organizations handle the growing demands on acting in a sustainable way and how they take responsibility for a society that has severe sustainability problems. Through text analysis, three cases of sustainability reports and commercial campaigns are studied. The questions answered are how the organizations describe their view on sustainable development and their role on the market, and how that translates into marketing messages. The theoretical frame of the study consists of a strong view on sustainability, where human actions have to take place inside of nature’s boundaries, and the perspective on marketing as a relation-building and meaning-shaping activity, which plays an important role in forming society’s culture and norms. The results show that in two of three cases the organizations describe a strong view on sustainability and their role on the market as proactive in a sense that they, independent of external demands, try to change the market in a more sustainable way. This also shows in the commercials where these organizations take an educating position and try to replace unsustainable needs with facts and values that stimulate a sustainable development. The cases can be used as examples of how modern organizations can combine profit and sustainability, and how they through their role on the market and via their marketing both can increase and decrease a sustainable development. Although, the results need to be completed with closer studies of the organizations ideas and studies of more cases to be fully valid.

Place, publisher, year, edition, pages
2018.
Keyword [sv]
hållbarhet, hållbar utveckling, hållbarhetsansvar, marknadsföring, marknadskommunikation, organisation, vinstdrivande, konsumtion
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-13861OAI: oai:DiVA.org:hb-13861DiVA, id: diva2:1192087
Subject / course
Library and Information Science
Available from: 2018-03-28 Created: 2018-03-21 Last updated: 2018-03-28Bibliographically approved

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35a37bfb0797dc40d9ee2111e8a1034e93a3253a0cb3aa462e7b542516fdb7848ee348a33eba90ae1cb7d7d23c455ee89ec0a555a7d9e7ebb8cf000d60f396e2
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf