Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
“Man startar väl inte ett kaffeföretag för att rädda miljön”: En studie om Generation Y:s attityder och åsikter på kaffeproducenters CSR-arbete och CSR-kommunikation
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.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The coffee industry affects both people and the environment in a negative way, which is an aspect coffee producers are forced to relate to. Today, more and more organizations are involved in CSR and communication about CSR. Therefore, the aim of this study is to examine young consumers of Generation Y, their attitudes and opinions towards coffee producers' CSR work and its communication on CSR. The study has two research questions “what does Arvid Nordquist communicates about its CSR work through their official website?” and “what kind of attitudes and opinions does a group of young consumers have on coffee producers' CSR work and communication on CSR?” For this study two theories have been used, the CSR theory Triple Bottom Line as a theoretical starting point and Deegan Unerman’s theory on the social contract, based on Freeman’s stakeholder theory, as a theoretical framework. This qualitative study used two methods of data collection. First, a document analysis of Arvid Nordquists offical website. Secondly, a focus group interview with young consumer of Generation Y. The conclusion that can be drawn from our research is that consumers from Generation Y are positive to CSR as a phenomenon, but that communication of CSR is followed by scepticism in combination with ignorance. This paper sheds light on a issue that in previous research has used quantitative methods, while this study uses qualitative methods. The importance of this paper is its contribution to how organizations can improve their communication of CSR to young consumers.

Place, publisher, year, edition, pages
2019. , p. 72
Keywords [en]
CSR, CSR-communication, Triple Bottom Line, stakeholder theory, Generation Y
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-376210OAI: oai:DiVA.org:uu-376210DiVA, id: diva2:1285145
Subject / course
Media and Communication Studies; Media and Communication Studies
Educational program
Freestanding course; Bachelor Programme in Social Sciences
Available from: 2019-02-04 Created: 2019-02-02 Last updated: 2019-02-04Bibliographically approved

Open Access in DiVA

C-uppsats MKV HT18(859 kB)41 downloads
File information
File name FULLTEXT01.pdfFile size 859 kBChecksum SHA-512
9a034904633d053ffb2594347004375054d82bd7f909af6a89a5e15e08c3e6a6236959c490f0b1c2cf2d55ded382d5d904919ad479d666a4a6050c341799f1c4
Type fulltextMimetype application/pdf
C-uppsats MKV HT18(859 kB)28 downloads
File information
File name FULLTEXT02.pdfFile size 859 kBChecksum SHA-512
9a034904633d053ffb2594347004375054d82bd7f909af6a89a5e15e08c3e6a6236959c490f0b1c2cf2d55ded382d5d904919ad479d666a4a6050c341799f1c4
Type fulltextMimetype application/pdf

By organisation
Department of Informatics and Media
Communication Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 69 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: 191 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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