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Ekologiska attityder: En kvalitativ studie i attitydskapande gentemot ekologiska livsmedel.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim:

This essay aims to conclude which sources, actors and causalities individuals use to obtain and sustain certain attitudes towards organic products.

Our thesis statements are framed as follows:

  • What causalities can be distinguished about university students positive attitudes towards organic products?

  • What sources shape university students positive attitudes associated to organic products?

Method/Theory:

The empirical data for this essay have been obtained by using qualitative interviews which have made it possible for us to get deep and meaningful data about the informants views on how they form their attitudes about organic produce. The theoretical framework have been Fishbein and Azjen’s (1975) Theory of Reasoned Action (TRA) which have served the purpose of categorising and explaining the processes for individuals forming of attitudes and in extension their behavior.

 

Main Results:

The main results drawn from the empirical material show that the participants, through the process of inferential beliefs, themselves concludes that organic products are positive even though they find it hard to specify exactly where their information is gathered. However, the material show us that the informants listen to people in their close surrounding such as family and friends and that this is their primary reason for their attitudes towards organic produce. Furthermore the participants state that they do see information concerning organic produce on different media, but what stands out in the empirical data is that this type of information does not as clearly create the foundation for the participants attitudes as their surrounding and background, but rather serves as a way for the participants to confirm their beliefs and find new information surrounding this area.

Lastly we suggest that the subjective norms, found in the surrounding of our respondents, have a bigger affect not only on the intention of our informants but also in the shaping of their attitude.

We can see that the main attitude of our respondents is of a positive character and since our target group in a few years will have purchasing power we believe that the trend we see today will keep moving in the same positive direction.

Place, publisher, year, edition, pages
2017. , p. 63
Keywords [sv]
Ekologiska livsmedel, Konsumtion, Attityd, Sociala normer, kommunikativa källor
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-314207OAI: oai:DiVA.org:uu-314207DiVA, id: diva2:1070018
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2017-02-03 Created: 2017-02-03 Last updated: 2017-10-02Bibliographically approved

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