Inverkan av CSR på Millennials' köpbeteende: En fallstudie på Svenska Universitetsstudenter
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In today's society, Corporate Social Responsibility (CSR) has been a topic of discussion, since its relevance has increased throughout the years. Companies engage in CSR activities to increase their reputation among stakeholders, but even so, little is known about how CSR influences the buying behavior of consumers´. Previous research indicates that the Millennial generation (individuals born between 1979-2001) seem to be particularly susceptible to companies´ CSR activities. Furthermore, education seems to play a role on how consumers perceive CSR. The purpose of this study is therefore to explore and describe how educated Millennials perceive companies´ CSR activities, and how it influences their buying behavior. The research was done in a deductive manner, where three research questions were conducted to fulfill the purpose, followed by relevant theories and research to assist in answering those.A case study was applied for this thesis, in which 12 university students were interviewed through two focus groups. The focus groups were divided into males and females, to allow a comparison between genders. It was found that females, relative males, are more susceptible to CSR and perceive it more positively. Males require more innovative CSR activities, along with clear information about them to allow the creation of a positive relationship between perception and buying behavior. The findings further indicate that CSR as a purchase criterion is dependent on price and quality, where it can rarely dominate over these.
Place, publisher, year, edition, pages
2015. , 46 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, CSR, Företags Sociala Ansvarstagande, Millennials, CSR-aktiviteter, uppfattning, köpbeteende, medvetenhet
IdentifiersURN: urn:nbn:se:ltu:diva-42776Local ID: 0c0ba3ba-60a8-4913-97fe-b098ac9179f5OAI: oai:DiVA.org:ltu-42776DiVA: diva2:1016002
Subject / course
Student thesis, at least 15 credits
Business Administration, bachelor's level
Ek Styvén, Maria
Validerat; 20150716 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved