Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
CSR och transparens: två verktyg för ökad köpbenägenhet?: En kvalitativfallstudie om grön konsumtion
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
CSR and transparency: tools for an enhanced willingness to buy? : A qualitativecase study about green consumption (English)
Abstract [sv]

CSR och transparens blir alltmer vanliga verktyg för företag för att kunna belysa konsumenter om deras ansvarstagande och hållbara arbete. För att dessa aktiviteter ska nå konsumenterna krävs en kommunikation från företaget. Som konsument kan det vara svårt att uppfatta informationen och tolka den som företaget önskar. Den här studien undersöker hur konsumenter uppfattar H&Ms marknadskommunikation gällande CSR och transparens och hur kommunikationen påverkar konsumentens köpbenägenhet av gröna modeprodukter på H&M. I studien genomfördes sju semistrukturerade intervjuer med kvinnliga studenter i åldrarna 21-26. I intervjuerna förklarar informanterna sina åsikter gällande företagsmarknadskommunikation av dessa områden och hur de uppfattat H&Ms sådan. Efter genomförd tematisk analys av det empiriska datamaterialet har det kunnat fastställas att konsumenterna haft svårigheter att uppfatta H&Ms marknadskommunikation angående dess hållbarhetsarbete. Den information som nått ut har därmed mottagits med bristande trovärdighet. Detta visade sig vara oberoende av respondentens kunskapsnivå eller grad av engagemang inom hållbarhetsfrågor.

Abstract [en]

CSR and transparency are becoming two common tools for companies to highlight consumers about the company’s responsibility and sustainable work. In order for these activities to reach the consumers, a communication from the company is required. As a consumer, it may be difficult to perceive and interpret the information in a way that the company desires. This study investigates how consumers consider H&M’s marketing communication regarding these topics and how this communication affects consumers’ willingness to buy green fashion products at H&M. In the study, seven semistructured interviews were conducted with female students in the ages between 21-26. In the interviews the informants explained their opinions on the company’s marketing communication of these subjects and how they perceived H&M’s communication. After a succeeded the matic analysis of the empirical data material it has been found that the consumers had difficulty understanding H&M’s marketing communication regarding its sustainable work. The information obtained has thus been received with insufficient credibility. This is stated as not related to the level of knowledge the respondents possessed or their commitment in sustainability.

Place, publisher, year, edition, pages
2018.
Keywords [en]
CSR, Transparency, Sustainability, Marketing communication, Willingness to buy
Keywords [sv]
CSR, Transparens, Hållbarhet, Marknadskommunikation, Köpbenägenhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-14651OAI: oai:DiVA.org:hb-14651DiVA, id: diva2:1232115
Subject / course
Business Administration
Available from: 2018-07-12 Created: 2018-07-10 Last updated: 2018-07-12Bibliographically approved

Open Access in DiVA

KF_2018_1_03(1393 kB)1 downloads
File information
File name FULLTEXT01.pdfFile size 1393 kBChecksum SHA-512
e4c94ab3353448bbf6e9c583de774de7ab915d36324f435cb3a7a3b3f2701869825d261e2e69e9eeeba4b23bc80f8cc60f0511c7fd3c7758498b78cf80b1864c
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 15 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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